Michael Wolff is a co-founder of one of the world’s most iconic design companies – Wolff Olins – and is recognised today as a leader in thinking on brands. For Michael Wolff it’s all about curiosity, imagination and creativity. He was in Cape Town recently as the inaugural Design Indaba Visiting Professor at CPUT. He found that students’ interest in design is stronger than the interest in what design does, something that he often observes among students. Design skills are a crucial part of the education system, Wolff believes. Here he talks about the important role the creative community has to play in a country’s economy, especially in terms of the value they are able to add.