ENTREPRENEURS should think big and make the most of their expertise and talents.

That was the advice from Sir George Cox, chairman of the Design Council, who addressed a packed meeting of Wycombe Enterprise Hub last week.

Thinking small was a common mistake in the UK, said the former Director General of the Institute of Directors, who lives in Gerrards Cross.

He said: "If Bill Gates had been in this country the most he would have aspired to was to be the best in Buckinghamshire.

"To compete in a global economy people must think global."

Sir George added: "We live in a world that is being reshaped through changing demographics, globalisation of markets, global sustainability, differing economic forces and technology.

"Technology is the prime driver of economic growth. This is key to our economic success. However, the impact of new technology is extremely difficult to predict."

"Typically, money will be made by those that exploit technologies, not those producing it.

"This has been evident in the UK. Although British designers are responsible for products such as the Mini and Ipod, the products are marketed under other nations.

"We, the UK, need to get better at exploiting our own technologies and creativity," he said.

Sir George condemns UK manufacturers for failing to run with their ideas.

More than 120 Wycombe businesses who attended the meeting at Bucks Chilterns University College last week were given an opportunity to shape the future of UK business creativity.

Members of the audience were asked to put themselves forward as potential members of a steering group to contribute to the report.

Sir George and members of his team work with a wide range of UK manufacturers to assess where design can make a difference.

They also help businesses to follow up opportunities to integrate design strategically. The campaign is now piloting a UK-wide roll-out programme with a larger group of consumer goods businesses.

With the support of business organisations such as the Wycombe Enterprise Hub and development agencies, professional bodies and businesses are being shown a variety of benefits and ways to make design more prominent in their business plans.

For any queries on the hub call Philip Johnson on 01494 522141 ext 3448 or email philip.johnson@bcuc.ac.uk