Index
Acharia, Anjula, 198
AC Milan, 170
Afridi, Shahid, 192
age of excellence, 25, 90, 91, 94, 128, 229
Air Jordan shoes (Nike), 83, 85, 139
Albertini, Demetrio, 170
All-Star-Game sponsorship, 75
Alternative Hydration Platform, 56
Altopascio, Italy, 182
Amazon, 71
America by Design (TV show), 226
analysis paralysis, 169
analytical skills, 110–13
Apple, 23, 26, 82, 86, 131, 206
Aquino, Matthieu, 80–81, 84, 85
architecture, innovative, 105, 124
Aristotle, 104, 109, 110, 202, 218
arrogance, 50–51, 106, 166, 234
ArtCenter College of Design, 139
artificial intelligence (AI), 2, 14, 67
Asch, Solomon, 108
authenticity, 2, 24, 32, 48, 66, 119, 147, 188
automotive industry, 22–23, 81
Baci Perugina, 74
Back to the Future 2 (film), 70, 72
“bag-in-box” technology, 44, 48, 52, 53
Benasayag, Miguel, 188
Bené, Tom, 51
Bethune, Kevin, 138–39
Binet, Alfred, 195
Blige, Mary J., 78
Blockbuster, 24
Boban, Zvonimir, 170
Borghetto, Italy, 8–9
Boston Consulting Group Digital Ventures, 139
brand building
economic viability and, 31
holistic approach to, 131–32, 134
for PepsiCo and Milan Design Week, 78–82
for PepsiCo and Super Bowl, 73–78
for PepsiCo in Shanghai, 82–85
for Pepsi Perfect, 69–73
through user-generated content, 59–67
bridge metaphor, 113–14
Broen, Martin, 45–46, 47, 48, 51, 52, 70
Brown, Tim, 227
Bryant, Kobe, 192
Bublz, 79
Buckley, George, 122
Burlon, Marcelo, 80
business community
business-design collaboration, 105, 136–37, 151–56, 189–90, 226–27
business-design-technology collaboration, 102, 137–39
See also economic viability; entrepreneurs; entrepreneurial gifts; marketing
Carey, Al, 51
Carlotta. See Laurenti, Carlotta
Carnegie Mellon University, 138
Carosello, 59
Carrefour, 82
Carroll, Lewis, 188
Carrozzini, Francesco, 198
Casa Batlló, Barcelona, 105
Cecchetto, Claudio, 200–207, 217, 218
Chanel fragrance, 74
change, comfort with, 174–76
Cheetos, 85
chief design officer (CDO) position
mentorship for others in, 227
Coca-Cola Company, 75
Coldplay, 78
collaboration
between business and design communities, 105, 136–37, 151–56
respectful, 151–56
in Shanghai, 82–85
through Milan Design Week, 81
trustworthiness and kindness in, 142–46
color theory, 31
branding through, 59–67
enjoyment through, 158–59
packaging as, 74
Pepsi Perfect and, 73
soda fountain design and, 55
storytelling, 24, 41, 102, 157, 196, 234
competition
advantage of human-centered approach, 11
global, 21
meaningful design and, 39–40
to PepsiCo’s soda fountain, 44, 46, 47, 52, 53, 54, 55
confidence, 36–37, 53, 79, 102, 166, 168
conformity, 108–9
consumer electronics, 22–23, 81, 208, 210
consumer packaged goods (CPG) industry, 82
“consumers,” use of term, 27–29, 229
corporate culture, ix, 31, 32, 34
Costacurta, Alessandro, 170
COVID-19 crisis, 13
Cricket World Cup, 196
cryptocurrency, 206
cultural diversity, 50–51, 93, 100, 124–25, 182–91
curiosity, 7, 8, 102, 118, 138, 139, 161–66, 196
customers, 36, 47, 76–78, 118–19
decisiveness, 168–71
Dekovic, Denis, 198
Demarchelier, Patrick, 73
Desailly. Marcel, 170
design
business collaboration, 102, 105, 136–39, 151–56, 189–90, 226–27
design thinking, ix, 29, 31–36, 94, 105, 129, 134, 176–77
digital design, 31, 52–55, 130, 134, 135, 201
education, 6, 9–10, 30–31, 133, 134–35
fashion design (See fashion design)
graphic design, 73, 130, 135, 136, 137, 198, 207
happiness and value through, 221–29, 235
holistic approach to, 85, 98, 102, 129–39
industrial design, 6, 45, 130, 132, 133, 134, 136, 139
innovation and (See design-driven innovation)
meaningful design, 37–41, 177, 228
processes, 29–37
product design, 54, 98, 130–37, 206 (see also product innovation)
strategic design, 130, 133, 134, 135
design-driven innovation
holistic approach, 98, 134, 135, 136
human-centered approach and, 9–11
Laguarta on, ix–x
Nooyi’s commitment to, xi–xii
for PepsiCo’s soda fountain, 43–57
processes, frameworks and tools for, 91–92
unicorns necessary for, 176–77
Design Management Institute, 138, 226
Design Management Institute Review, 98
Design Vanguard, 226
desirability
intuition and, 112
of Pepsi Perfect, 70
as a sphere of innovation, 30, 37, 41, 53, 55, 139, 231
unicorns and, 177
Dezeen, 81
dialectical thinking, 102, 149–51
digital design, 31, 52–55, 130, 134, 135, 201
digitalization, 13–14, 20, 21, 30, 91, 206, 228
Dimaggio, Giancarlo, 188
dimensions (size), 47–48, 52, 53, 55
discomfort, tolerance of, 7, 102, 174–75, 176, 196, 224
discrimination, 147–48, 186–87
discursive reasoning, 110–13, 180–81
Disneyland Shanghai, 79
diversity, 50–51, 93, 100, 102, 124–25, 146–48, 182–91
Domenicali, Stefano, 198
Dom Pérignon, 74
Dorfles, Gillo, 125
DOS (discovering, owning, and sharing), 66
“double diamond”, 32
Dr. Dre, 78
Dreams • Design + Life, 139
Dweck, Carol S., 195
eBay, 73
eco-friendly design, 40, 56, 57
economic viability
intuition and, 112
of Pepsi Perfect, 70
as a sphere of innovation, 31, 37, 41, 53, 55, 79, 139, 231
unicorns and, 177
education
design education, 5, 6, 9–10, 30–31
functions of, 194–96
natural talent and, 191–92
of Porcini, 5–8, 9, 30–31, 133, 180–81, 184, 213–16
Einstein, Albert, 111
electric vehicles, 23
electrolytes, 56
Elisa. See Padrin, Elisa
Elkann, Lapo, 80
Elogio del conflitto (Benasayag), 188
Eminem, 78
dichotomy of rationality and, 181
emotional intelligence (EQ), 102, 148–49
empathy
branding and, 67
design thinking and, 32, 34, 37
leading with, xii
as a skill, 102, 148–49, 153, 177, 196
enabling gifts
attentiveness and decisiveness, 168–71
curiosity, 7, 8, 102, 118, 138, 139, 161–66, 196
guidelines to assess, 234–35
humility and confidence, 166, 168
list of, 102
optimism and resilience, 171–74
enabling principles of design, 40–41
Energybank, 206
English language, 213–16
entertainment sponsorship, 77–78
enthusiasm, 45, 70, 71, 78, 139, 206, 210
entrepreneurial gifts, 103–39
guidelines to assess, 232–33
holistic design skills, 129–39
intuition with analysis, 110–13
listing of, 102
proactive approach, 113–17
risk taking, 119–23
trendsetting, 117–18
uniqueness, 107–9
vision, experimenting and executing, 103–7
entrepreneurs
aims of, 28, 57, 66, 92, 227, 228
creative partnerships, 105, 168, 199
embracing, xii
judgments of, 129
new opportunities for, 21–22
environment-centered design, 40, 56, 57
European Institute of Design, 83
excellence
age of, 25, 90, 91, 94, 128, 229
innovation creating, 4, 10, 24, 42, 131, 185, 192, 199
experiential branding. See under brand building
extraordinariness, 40
See also excellence; uniqueness
Fair, Marcus, 81
il fanciullino (Pascoli), 162
fashion design
holistic design and, 130, 131, 132, 133
Pepsi Perfect collaborations, 72
wearable technologies, 133, 206
Federer, Roger, 192
Ferrero Rocher, 74
Fiat 500 cars, 80
Fila, 84
financial resources
new opportunities, 21–22
radical change and, 22–23
sustainability, 41
Forgione, Marc, 77
Formichetti, Nicola, 80
“fortune favors the bold” (“audaces fortuna iuvat”), 209, 210
Foundation of the Politecnico of Milan, 226
432 Park Avenue, New York (Viñoli), 105
Fox, Michael J., 70
Gaga, Lady, 78
Gallarate, Italy, 5
Gaudí, Antoni, 105
Gehry, Frank, 105
General Electric, 152
General Motors, 152
gift-giving, 74–75
Gladwell, Malcolm, 64
globalization, 13–15, 20, 21, 72, 91, 228
goals
alignment of ethical and business goals, 1
empathetic understanding of, 153–55
of meaningful design, 37
setting above the norm, 116–17
Golden Goose, 133
Grand Slam, 196
graphic design, 73, 130, 135, 136, 137, 198, 207
Greek philosophy, 151, 161, 165, 189
growth mindset, 195
“guests,” clients as, 28–29
Guggenheim Museum, Bilbao, 105
Gunawan, Max, 16
Gutierrez, Marcela, 77
Hagen, Courtney, 86
Halftime Show (Super Bowl), 76, 78
happiness, designing, 221–29, 235
Hersheypark, Pennsylvania, 79
Hershey’s Kisses, 74
holistic design, 85, 98, 102, 129–39
hospitality sector, 14, 76, 81
human beings
“consumers” vs, 27–29
as innovators, 92–101
people in love with people, 2, 12, 89, 102, 118–19, 229, 231
sphere of, and desirability, 30, 31
human-centered approach, 1–12, 86, 88, 227–29
“age of excellence” and, 25
branding and (See brand building)
consumer-centricity vs, 28
design-driven approach and, 10–11
environment-centered design vs, 57
formula focused on, 23–24
guidelines for, 231–32
Laguarta’s leadership in, ix–x, 57, 86, 88, 90
Nooyi’s reflections on, xi–xii
personal and professional connection used in, 2–3, 9
processes, frameworks and tools for, 91–92, 93
product innovation and (See product innovation)
unicorns necessary for, 176–77
human resources (HR), 96–97, 98
Hume, David, 125
humility, 102, 158–59, 166, 168
ice-maker, 52
identity, 107–9
IDEO, 227
industrial design, 6, 45, 130, 132, 133, 134, 136, 139
innovation
authentic, 2, 24, 32, 48, 66, 119, 147, 188
barriers of entry and, 21–24
in China, 84
culture of, 85–90
democratization of, 14–20
design education and, 9–10, 30–31
as a design principle, 9–10, 39–40, 98, 134, 135 (see also design-driven innovation)
digital, 13–14
incremental vs radical, 22–24
as a mindset, 204–7
spheres of, 30–31, 37, 41, 53, 55, 70, 139, 231
as synthesis of heart and mind, 181
testing, at Milan Design Week, 78–82
theory vs practice, 205
See also human-centered approach; product innovation
innovators. See unicorns / innovators
intellectual sustainability, 40
International Child Art Foundation, 226
intuitive appreciation, 123–28
“intuitive knowledge”, 110–11
In Your Shoes (podcast), 138, 153
iPhone, 131
Italian dialects, 182–83
Jean Paul Gaultier fragrance packaging, 74
JLo (Jennifer Lopez), 78
Jobs, Steve, 23, 86, 95, 192, 196, 218
joint ventures, 23
King, Sarah, 86
Kodak, 24
Kola House (New York City), 79
Krishnan, Ram, 90
Laguarta, Ramon
foreword, ix–x
human- and design-centered leadership of, 57, 86, 88, 90
leadership principle, 115–16
mentorship by, 198
risk management, 122–23
Lamar, Kendrick, 78
Laurenti, Carlotta, 133, 159, 200
leadership
characteristics of, 12
design creation and, xi–xii
Laguarta’s leadership principle, 115–16
PepsiCo’s leadership team, ix, 44, 84, 86–87, 159
of Porcini, 134
Leonardo da Vinci, 218
LinkedIn, 158
listening, 168–71
Little Thinkers dolls, 62–63
Live Nation sponsorship, 75
logos, 76
Lopez, Jennifer (JLo), 78
Luckey, Palmer Freeman, 20
Mahone, Austin, 77
Maldini, Paolo, 170
Manning, Peyton, 192
manufacturing technologies, 20, 21, 32, 34
Marco (pseudonym; 3M marketer), 152–55
Mariano (friend), 202
marketing
at 3M, 151–56
economic viability and, 31
at PepsiCo, 43, 44, 51, 53, 70, 78, 83, 138
Porcini’s acceptance in, 189–90
Marley, Ziggy, 77
Mars, Bruno, 78
Martinengo, Giovanni, 6
Master Black Belt, 152
Mazzoli, Marco, 198
meaningful design principles, 37–41, 177, 228
mediocrity, 10–11, 25, 91, 185, 228
Mendini, Alessandro, 137
finding, 217–19
guidelines to assess, 235
by osmosis (Claudio Cecchetto), 199–207
virtual mentorship (Stefano Marzano), 207–17, 218
microdosing technology, 43–44, 48, 52
Microsoft, 152
Milan Design Week, 78–82
Milanello Sports Centre, 170
Mindset: The New Psychology of Success (Dweck), 195
Moët & Chandon, 74
Mountain Dew, 52
multidisciplinary approach, 102, 149–51
Museum of Modern Art (MoMA) Design Store, New York, 15
Musk, Elon, 23
National College of Art and Design, Dublin, 133
NBA (National Basketball Association), 75, 196
New Objects, New Media, Old Walls (Philips Design), 212
NFL (National Football League), 75, 196
Nietzsche, Friedrich, 218
Nooyi, Indra
foreword, xi–xii
Porcini’s development with, 86, 88, 90, 198, 227
risk management, 122–23
soda fountain project, 44, 51, 52
organizational culture, ix, x, 31, 32, 34
originality, 39, 102, 107–9, 146, 185–91
packaging, 72–75
Padrin, Elisa, 133
See also collaboration
Pascal, Blaise, 218
Pascoli, Giovanni, 162
passion, 15, 139, 148, 157, 160, 172, 181, 196, 223, 229
patents, 23
PayPal, 206
people in love with people, 2, 12, 89, 102, 118–19, 229, 231
PepCity, 77
PepsiCo
CEOs (See Laguarta, Ramon; Nooyi, Indra)
Culture Club, 159
culture of innovation, 85–90, 136
Design Center, New York, 15, 17, 148
design-driven product innovation at, 43–57
diversity within, 148
experiential brand-building, 69–90
global repositioning of, 81–82
holistic design at, 131–32, 135, 136, 138
leadership team, ix, 44, 84, 86–87, 159 (see also individual names)
marketing collaboration, 43, 44, 51, 53, 70, 78, 83, 138
mentorship at, 138
at Milan Design Week, 78–82
Pepsi Perfect development, 69–73
Purchase, NY headquarters, 73
soda fountain development, 43–57
Super Bowl campaigns, 73–78
Perry, Katy, 78
perspective, 172–74
Phaedrus (Plato), 151
Philips Design, 133, 202, 208, 210, 212, 213, 217, 222
philosophy, 110–11, 151, 161, 165, 180–81, 189, 212
Pink (singer), 78
Pirandello, Luigi, 190
Politecnico of Milan, 5, 6, 9, 30–31, 133, 226
Porcini, Emilio (grandfather), 132
Porcini, Eugenio (father), 5–6, 132, 180, 182, 200, 210
Porcini, Luisa (mother), 8–9, 180, 184–85
Porcini, Mauro
aesthetic evolution, 126
Claudio Cecchetto’s impact on, 200–207
early years, 5–6, 8–9, 132–33, 179–90
education, 5–8, 9, 30–31, 133, 180–81, 184, 213–16
English language acquisition, 213–16
family, 5–6, 8–9, 132–33, 179–80, 182–85, 200, 210
as first chief design officer at 3M, 85, 89, 106, 155
as first chief design officer at PepsiCo, ix, 85
on hiring unicorns, 96–102, 142–43
holistic and diverse approach of, 132–39, 150
innovation culture and, 85–90
Laguarta’s initiatives with, ix–x, 115
legacy at 3M and PepsiCo, 106–7, 114–15, 221–27
PepsiCo’s brand innovation, 69–90
PepsiCo Shanghai fashion collaborations, 82–85
at PepsiCo’s Milan Design Week, 78–82
PepsiCo’s recruitment of, 44–45, 85–86, 115
PepsiCo’s soda fountain development, ix–x, 43–57
PepsiCo’s Super Bowl campaigns, 73–78
Pepsi Perfect project, 69–73
philosophical mindset of, 180–91
podcast, In Your Shoes, 138, 153
soccer playing, 169–70, 208–9, 213, 214
Stefano Marzano’s impact on, 207–17
at 3M, 85, 86, 89, 96–97, 105–6, 114–15, 118–19, 134
Porcini, Stefano (brother), 132, 200
proactive approach, 102, 113–17
Procter and Gamble, 75
product design, 54, 98, 130–37, 206
product innovation
Gatorade GX, 56
incremental vs radical, 22–24
product placements, 70–73
soda fountain development, 43–57
SodaStream Professional, ix–x, 56
prototyping, 31
branding and, 67
in China, 84
in the design process, 34–35, 134, 177
innovation culture and, 89
Laguarta’s grasp of, 88
for Pepsi Perfect, 71
of soda fountains, 52–55
superpowers of, 35–37
Psilakis, Michael, 77
Puma, 84
pyramid of needs (Maslow), 154–55, 221
Quint, Eric, 222
Radio Capital, 201
Radio Deejay, 201
recruiting, 96–102
Reed Krakoff fragrance packaging, 74
research and development (R&D)
for Pepsi Perfect, 70
for PepsiCo’s soda fountain project, 43, 46, 54
resilience, 102, 138, 139, 171–74
respectfulness, 1, 102, 151–56, 196
return on investment (ROI), 34, 81
Rice, Brian, 222
risk taking, 84, 102, 119–23, 174–76
Roberto (mystic and preacher), 179–80
Rome, 182–83
Ruffles, 85
Saint Paul, Minn., 3M in, 96, 106, 222
Scaglia, Silvio, 198
Sculley, John, 86
Sears, 24
self-awareness, 102, 166, 194, 195
Sette, 188
7Up, 52
Shakira, 78
Shanghai
PepsiCo licensing in, 79, 82–85
Slim. See Lim, Steven
Snoop Dogg, 78
social change, 14-22
social gifts
charismatic storytelling, 41, 157, 196
dialectical thinking, 102, 149–51
diversity and, 146–48
empathy (See empathy)
enjoyment and levity, 158–60
generous mentorship, 157–58, 218–19
guidelines to assess, 233–34
kindness, sincerity, and trustworthiness, 141–46, 196
list of, 102
respectfulness, 1, 102, 151–56, 196
social media, 14
communicating with amusement, 158–59
holistic design and, 131
mentorship through, 219
New York Super Bowl events on, 78
user-generated content, 59–67
soda fountains
design reevaluation, 46–51
Gatorade GX, 56
initial stages, 43–46
logos on, 76
prototype design, 52–55
SodaStream Professional, ix–x, 56
Spire, 77
task force and team-building, 51–52
“soft skills”, 97
Soru, Renato, 201
Spinoza, Baruch, 110–11
Spire, 77
sports metaphors, 169–70, 192, 194, 195–96
stadium sponsorship, 75–76
Stefano (friend), 202
Steve Jobs: The Exclusive Biography (Isaacson), 86, 218
storytelling, 24, 41, 102, 157, 196, 234
strategy
branding and, 67
design thinking and, 32, 34, 37, 177
strategic design, 130, 133, 134, 135
Studio Job, 80
Super Bowl
New Orleans Beyoncé campaign, 73–75
suspension
Porcini’s experience with, 179–91
Sydney Opera House, 124
Tailly, Jenke Ahmed, 198
Target, 28–29
target audience, 36, 47, 76–78
Tea House (pop-up, New York City), 79
teams. See collaboration
technical feasibility
intuition and, 112
of Pepsi Perfect, 70
as a sphere of innovation, 30, 37, 41, 53, 55, 139, 231
unicorns and, 177
technology
advancements, 13–14, 20, 21, 91, 228
“bag-in-box” technology, 44, 48, 52, 53
business and design innovators’ competency in, 102, 137–39
incremental vs radical, 22–24
Philips publications on future of, 212–13
television advertising, 59–60, 61, 76
Tesla, 23
3D modeling, 31, 71, 130, 134, 136, 201, 206
3M
culture of, 114–15, 122–23, 138, 155, 222
mentorship at, 138
Porcini’s employment with, 85, 86, 89, 96–97, 105–6, 114–15, 118–19, 134
Porcini’s legacy at, 106–7, 221–22
respectful collaboration at, 152–55
Tiësto, 198
Timberlake, Justin, 78
The Tipping Point (Gladwell), 64
Tiscali, 201
Tor San Lorenzo, Italy, 183
Toys “R” Us, 24
trends / trendsetters, 65, 102, 117–18
Triennale Design Museum, Milan, 137
Trudell, Cynthia, 51
Twitter, 72
Uber, 14
UEFA Champions League, 75, 78, 196
unicorns / innovators
abnormality of, 182–91
education’s role in, 191–96
innovator-owners, 116
qualities and skills of, 2, 3, 4, 9, 11, 65, 94, 95–102, 232 (see also enabling gifts; entrepreneurial gifts; social gifts)
uniqueness, 39, 102, 107–9, 146, 185–91
Universal Pictures, 72
unknown, attraction of the, 6–8, 13
Urquiola, Patricia, 80
users
licensing and, 83
user experience (UX) of soda fountains, 53
user-generated content, 59–67
user journey mapping, 76–78
Utzon, Jørn, 124
Valentina (friend), 207, 208, 210
value
aesthetic, 128–29
creating, 22, 24–25, 221–29, 235
designers’ creation of, 10–11
user-generated content and, 63–64
Varese, Italy, 162, 180, 182, 189, 190, 207, 213
Vella, Gianmauro (Gimmy), 83, 85
Veuve Clicquot, 74
VIA 57 West, New York (Ingels), 105
Viñoli, Rafael, 105
virtual reality (VR), 17–18
Vision of the Future (Philips Design), 212
Vogue Italia, 79
Volo, Fabio, 196
Wakely, Jane, 90
Wallpaper, 63
wearable technologies, 133, 206
The Weekend, 78
West, Kanye, 198
Westinghouse Nuclear, 138
Wilde, Oscar, 107
Wisemad, 203–4
World Business Forum, 138
World Innovation Forum, 138
Yves Saint Laurent, 133