Foreword by Indra Nooyi

I have always loved the language of design—the artistry, the creativity, the ingenuity, the attention to detail. Design is one of the few universal languages capable of evoking a whole range of feelings without a single word. Good design is also good business. Design can help us find new, more powerful ways of making enterprises more dynamic, of engaging people and partners and firing their imaginations. A design-driven company is, by definition, human-centered and innovative.

When I was CEO of PepsiCo, I was determined to make design an integral part of our company’s future. That’s why, in 2012, we created our first ever corporate design team. We knew that to be successful, design needed to be central to how we ran our business. It needed a voice in the decision-making process. And it needed a leader who could command respect in every space he entered, from boardroom to fashion house. In other words, it needed Mauro Porcini.

The first time I met Mauro, I knew he was a complete original—one of one. And his influence on PepsiCo has been singular. I like to think of PepsiCo’s history as unfolding in two stages: Before Mauro and After Mauro. Before Mauro, we didn’t understand why great design mattered, much less how to integrate it into what we do. Now, people across the company are lining up to talk to Mauro and his team about designing everything, from concept to execution: from unique Pepsi limited-edition collections, celebrating different world cultures; to more sustainable beverage dispensers, avoiding single-use plastic; to innovative food solutions, redefining the way people snack.

In this book, Mauro uses the language of design to help his readers understand the human side of innovation. Page by page, he peels back the layers of interpersonal connection and excavates the substance of what moves us, what excites us, what inspires us—when it comes to both brands and the people who build them.

For Mauro, leadership is the secret sauce that transforms design from a concept to a creation. Those who have it all—who combine vision and execution, innovation and productivity, kindness, respect, and optimism—are deemed “unicorns.” While some might argue that unicorns are born, not made, Mauro takes a different approach. He believes there is a unicorn in all of us if we nurture three key talents.

The first is embracing your entrepreneurial spirit. In many ways, this is about cultivating a mindset that is “both/and” rather than “either/ or.” It means honing your analytical abilities while also sharpening your intuition; taking big risks, while also being appropriately cautious. Entrepreneurial spirit combines the savvy of an MBA holder with the skills of a chief technical officer and the creativity of an artist.

The second is leading with empathy. To drive human-centric innovation, you have to be what Mauro calls a “person in love with people.” Take the time to get to know your colleagues. Treat them with kindness, sincerity, and respect. Earn a reputation as trustworthy. And don’t take yourself too seriously. Knowing when to have fun, occasionally at your own expense, can be the difference between a team that is on edge and a team that is on track.

The third is enabling others to succeed. There is no higher compliment than “This person makes everyone around them better.” And when it comes to human-centric innovation, everyone needs to be at their best. As a leader, it’s your job to lift others up by being curious, confident, and decisive and to create space for your colleagues to push boundaries, even if it makes you uncomfortable.

Ultimately, what Mauro is saying is that you don’t have to be a CEO or a chief design officer to make these talents a part of your life, to adopt a human-centered approach to innovation and leadership. Anyone can do this. And this book can be your guide. I hope you’ll get started today.

Indra Nooyi, former Chairman and CEO of PepsiCo (2006–2018)