Kevin Bethune, a renowned design leader and author with over 25 years in engineering and footwear design, shares his transformative journey from nuclear engineering to innovative design at Nike. He discusses the vital role of curiosity and mentorship in career growth. The conversation highlights the impact of design on corporate culture, emphasizing diversity and collaboration. Kevin also champions lifelong learning in design, hinting at his upcoming book, 'Nonlinear,' which will explore innovation intricacies.
Kevin Bethune emphasizes the importance of diverse teams in design, advocating for equitable environments that reflect societal demographics and foster collaboration.
He discusses how his unconventional career path and proactive pursuit of 'stretch assignments' highlight the significance of initiative and curiosity in professional growth.
Deep dives
The Journey to Design Leadership
Kevin Bethune shares his unconventional path to design, starting as a nuclear engineer before transitioning into the design world. His early experiences in engineering provided him with critical problem-solving skills while instilling a curiosity about the broader implications of his work. Influenced by mentors, particularly Dwayne Edwards at Nike, he learned the importance of collaboration and the multidisciplinary nature of design. Bethune emphasizes how his diverse background helps him navigate complex challenges and seize opportunities in design leadership.
The Value of Stretch Assignments
Bethune discusses the significance of 'stretch assignments' in his career, where he actively pursued opportunities to expand his role beyond traditional boundaries. These assignments allowed him to explore his creative inclinations while working on real design projects at Nike. By networking and volunteering for additional responsibilities, he developed a deeper understanding of product design and grew as a professional. This proactive approach showcases the importance of initiative and curiosity in pursuing personal and professional growth.
Diversity and Inclusion in Design
Bethune highlights the necessity of diverse teams in design to accurately reflect and serve the multifaceted demographics of society. He expresses concern over the lack of representation among design leaders and teams, particularly in companies targeting diverse audiences. The conversation underscores the importance of creating equitable environments that foster collaboration and innovation, reinforcing that successful design is rooted in understanding various cultural nuances. Bethune advocates for designers to challenge systemic gatekeeping tendencies to enable a more inclusive design profession.
The Impact of Design on Business
Exploring the positive effects of design beyond traditional metrics, Bethune emphasizes its role in driving innovation and fostering collaboration across various business functions. He recounts experiences working with teams to blend technology, business, and creative perspectives, resulting in comprehensive problem-solving approaches. Through evidence from successful projects, he illustrates how design can synthesize ideas and anticipate future trends, ultimately enhancing a company's adaptability and relevance. This broader view of design's value encourages professionals to reshape perceptions about their contributions to organizational success.
In this episode—the finale of Season 2 of the series—I speak with renowned design leader and author Kevin Bethune.
Kevin’s remarkably divergent career spans engineering, business and design over more than 25 years. He’s worked as a nuclear engineer at Westinghouse Nuclear, designed sneakers at Nike, and consulted with global enterprises at BCG. Kevin currently leads Dreams • Design + Life, a think tank that delivers design & innovation services using a human-centered approach.
A Board Trustee for ArtCenter College of Design and a Board Director for the Design Management Institute, Kevin is the author of one of my favorite design books, Reimagining Design: Unlocking Strategic Innovation, which was published by MIT Press in 2022. Kevin’s next book, Nonlinear: Navigating Design with Curiosity and Conviction will be published in February of 2025.
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