Tag Archives: design thinking

Design Thinking

Indra Nooyi


Indra Nooyi, CEO, PepsiCo

When I first came to PepsiCo, every time we talked about products for women, people would just put it in a pink bag, or put on a pink label. And I thought: Whoa! We have a problem in how we think about innovation, not just in terms of form function—the package it’s going to be put into—but how it’s going to be used and all the way back to the early stages of the value chain. I believe deep consumer insights are really important.

So one day, I gave each of my direct reports an empty photo album and a camera. I asked them to take pictures of anything they thought represented good design

… after six weeks, only a few people returned the albums. Some had their wives take pictures. Many did nothing at all. They didn’t know what design was.

  1. design is not packaging (“should we go to a different blue?”)
  2. bring a designer into the company (Mauro Porcini, fmr. 3M)
  3. rethink the entire user experience (purpose generates margins)

Market growth alone doesn’t give you enough tailwind. You have to create your own. The way to do that is by designing products for consumers that wow them. Not just the way they look, but that every aspect of what they buy delights them.


Mauro Porcini, Chief Design Officer, PepsiCo

Indra and I are really on the same page when it comes to marketing research. In many corporations, marketing research is heavily used to validate rather than to generate insights to drive innovation.

Design is to create meaningful and relevant brand experiences for our customers any time they interact with our portfolio of products

Design is a strategic function that focuses on what people want and need

As for the return, look at consumer engagement, and brand equity.

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Filed under 1 – Where To Play, 3 – When To Go

How creativity works

James Adidas









James Carnes, Global Creative Director, Senior VP, Adidas

It’s not difficult to generate ideas, to generate something new. What is hard is to find out what resonates to people, so that they have this Ha-Ha moment when they see it, or use it.

For years we went through loads of creativity sessions, brainstorming of all sorts… those workshops never really succeeded. They have not even helped us show the value of creativity. When you let free thinking rule the agenda, nothing comes out of it.

The only thing I truly believe in is Insight – Customer Insight. As simple as that: talk to people. Why things have to be this way? You need to uncover things. You need to think about the benefit they see in things. So go ahead, and spend time with them!

What is a Big Idea?

Do you solve anything? Do you bring anything new to someone’s life?

What’s not??

How to make runners run better? Or run faster?

We were missing the only right question: why are they running to begin with? We just made the assumption for decades that people run because they wanted to be good runners. So they went to buy running shoes. In fact, that is true for way below 10% of the market… and declining.

People want to stay in shape, or they want to socialize, or connect with other people, a way of feeling better about themselves, an escape from work pressure, a confidence builder, … we really need to find out why they run to begin with. Our goal is just to increase the pleasure while they are at it – or reduce the pain, most of our customers hate running.

So it does not happen in a lab. You have to go and visit the locker room. What’s in their mind? What’s the ritual? The ceremonial?

If you – just – listen to what people say (focus group), you will come up with something small and boring. If you want to go for the Big Idea, you need to go beyond and uncover what is it they do not say, what is it they cannot articulate.

So, No, creativity is Not Design Thinking.


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Filed under 2 – How To Win

Petite leçon de marketing par Xavier Niel


(+40% de croissance en 2013 pour #Iliad)
– investir sur des marchés qui présentent une demande à satisfaire, où les concurrents sont soit inexistants, soit inefficaces
(Steve Jobs: “Think different”)
– sur le marché choisi, il faut se concentrer sur l’essentiel, ne pas se disperser, créer de la valeur pour le client
(Ludwig Mies van der Rohe, architecte germano-américain: “Less is More”)
– capitaliser sur une technologie naissante mais mature, susceptible de révolutionner la manière dont les gens vivent
– l’offre doit être simple, apporter un bénéfice important pour le client
– pour innover, constituer une petite équipe avec des individualités jeunes, passionnées, hypermotivées et responsabilisées

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Filed under 2 – How To Win