Motley Fool Money The ROI of Design
Dec 11, 2022
Mauro Porcini, Chief Design Officer at PepsiCo and author of 'The Human Side of Innovation,' shares insights into the powerful intersection of design and business. He emphasizes how great design can drive shareholder value and why investors should pay attention to design thinkers. Mauro discusses the impact of limited-edition releases that evoke nostalgia and consumer loyalty. He also explores how wearables like the GX sweat patch can innovate eating and drinking habits while highlighting the need for trust and empathy in technology.
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Holistic Design Approach
- Fully commit to design culture across your entire company portfolio and operations.
- Don't expect isolated design projects to yield significant returns; aim for holistic integration.
3M Projector Redesign
- Redesigning a line of multimedia projectors at 3M, focusing solely on aesthetics and ergonomics, doubled sales.
- However, sustainable growth requires impacting every touchpoint, not just isolated improvements.
Pepsi Perfect Success
- PepsiCo's Pepsi Perfect bottle, designed for Back to the Future 2's anniversary, became a valuable collectible.
- Its success stemmed from a gap in the promotional schedule and a marketer's willingness to embrace the idea.
