Around 250 college students and teachers participated on the Design and Innovation Seminar promoted on August 16th 2004 by the Design Center Paraná, in partnership with the British Council. It took place on the campus of the Pontifícia Universidade Católica do Paraná (PUC) in Curitiba, and brought Bruce Wood, director of the Masters Course in design by the Glasgow Caledonian University (Scotland). The speaker explained why good design management is so important in the development of competitive products.