164. Mauro Porcini, PepsiCo's senior vice president and chief design office
Inside the Strategy Room
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The Four Lenses of Design Thinking
PepsiCo's new book, "Designing Pepsi," is based on the concept of design thinking. The author explains how to think about a product from three different angles: consumer centricity, technology and culture. He says that in addition to focusing on people, one must also look at other variables such as distribution channels or manufacturing capabilities.
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