Sir Michael Bichard

Sir Michael became Chairman of the Design Council in January 2008, after nearly 30 years in the public sector. Since 2001 he has been Rector of the University of the Arts London and a member of the University's Development Council.

Prior to this he was Chief Executive of Brent and Gloucestershire Local Authorities and in 1990 became Chief Executive of the Government's Benefits Agency. In 1995 he was appointed Permanent Secretary of the Employment Department and then the Department for Education and Employment, before leaving the Civil Service in 2001.

Sir Michael Bichard's five rules of design

1. Great design can change the world and move people
2. If you think good design is expensive you should look at the real cost of bad design
3. Design, creativity and innovation are essential if we are to meet the global challenges of sustainable development
4. Design is not just about products and communications, it's also increasingly in the services we receive or buy
5. To consume design is a creative act – and everyone can be creative!