Professor Craig Bida's work and teaching focuses on how people can turn ideas into real-world applications that create tangible impact. He combines design thinking with Babson's approach to Entrepreneurial Thought & Action to help learners and organizations across sectors unlock innovation and create entrepreneurial opportunity.
Craig's career began in government in New York City, where he stewarded complex public-private partnerships to stimulate economic growth and neighborhood redevelopment. He spent over a decade at Procter & Gamble (P&G) in innovation and brand management roles across a portfolio of billion-dollar brands, and in a corporate innovation skunkworks where he developed disruptive new products/services. As an SVP at Cone Communications, an award-winning Omnicom agency, Craig subsequently led strategic brand building and consumer-focused campaign activations for leading clients across sectors including FedEx, Disney, Hilton, Kenneth Cole, Northwestern Mutual, Sierra Club, American Heart Association, and the USO.
Craig served as the Director of Babson's FutureLab on Mobility, a collaboration between the Toyota Mobility Foundation and Babson College, is a course leader for Babson On-Demand, and teaches in B-AGILE programs, Babson Executive Education programs, the Babson Venturing Out Prison Education Initiative, and Design Justice Studio, an experiential undergraduate course in community-based, participatory design and action.
Craig is also the Founder and CEO of Think Design Disrupt, a purpose-driven brand-building consultancy that designs, reimagines, and activates brands to create world-changing social and environmental impact.
