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164. Mauro Porcini, PepsiCo's senior vice president and chief design office
Inside the Strategy Room
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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