In the second (2009) Global Forum the theme was “Manage by Designing in an Era of Massive Innovation,” focused on uniting design thinking with sustainable business practice and education. Over 600 leaders of business, policy and management explored the primacy and potency of design thinking as the vortex for creating a new breed of industry-leading stars, showing how the creative designer's attitude can transform 21st century corporate citizenship into a source of business opportunity and world benefiting innovation. Designers from IDEO and the methods of Appreciative Inquiry helped turn the conference room into a real-time design studio—the place was rocking—and again books, major initiatives and agendas were shaped. An important innovation was the creation of the Principles for Responsible Management Education (PRME).