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“If you're driven by purpose, if you're driven by human centricity, if you're driven by creating something positive for people, the planet and society, the uplift could be massive.”
— Mauro Porcini
Design plays a vital role in crafting meaningful experiences and driving innovation across industries. Whether it's product, graphic, or user experience design, it's about more than aesthetics. Designers must grasp user needs, solve complex issues, and ultimately create value. To explore design's impact on consumer and business growth, we sat down with Mauro Porcini, Senior Vice President and Chief Design Officer at PepsiCo.
Mauro Porcini holds the distinction of being PepsiCo's inaugural Chief Design Officer, a role he assumed in 2012. He has been instrumental in integrating design thinking into PepsiCo's organizational ethos. Through his leadership, Mauro has led a new approach to innovation by design, influencing both the company's product platforms and brands.
Over his tenure, Mauro has earned numerous individual awards that highlight his impact and influence, including Fortune's "40 under 40," Fast Company's "50 Most Influential Designers in the USA," "Most Creative People in Business," and GQ's "30 Best Dressed Men." Notably, in 2018, he was knighted (Cavaliere) by the President of the Italian Republic.
Beyond his corporate endeavors, Mauro is a prolific author, having written "The Human Side of Innovation" and "L'Età dell'Eccellenza." His influence extends further as he assumes the role of President of the Politecnico of Milan Foundation in the United States.
Learn more about design's transformative power by reading the transcript below or exploring the key takeaways from the episode.
Connecting the Worlds of Design and Business - Mauro sees design as a realm of art and creativity that can interact with business, strategy, finance, and marketing. Acting as a mediator, Mauro’s role is to bridge the gap between these areas. He stresses the mutual respect that must be fostered between these two worlds, acknowledging their unique potentials and gaps, and understanding how to create real value for the company and their consumers. He also points out today's unique alignment between both financial and human value, unlike in the past.
The Maslow Pyramid and Purpose Driven Brands - From product to packaging, service to content, today's consumer landscape demands not just good, but extraordinary. Mauro believes the definition of extraordinary can be found in the Maslow pyramid, which encompasses functional value, emotional value, and at the very top, purpose. Brands need to tap into this purposeful dimension, standing for something beyond profit, contributing to society, and giving back. Understanding consumers deeply and meeting their functional, emotional, and purposeful needs is essential for success in every brand touchpoint.
The Power of the Shiny Object - Mauro emphasizes the pivotal role of human centricity, which is connected to the ability to make things happen. Human centricity allows insights to be transformed into prototypes and ultimately, products. Prototyping's power lies in aligning the organization around ideas and catalyzing cohesive teamwork, both internally and externally. Moreover, the shiny object effect excites stakeholders and secures vital sponsorship and resources.
Purposeful Innovation - Brands with massive reach possess incredible potential for positive impact through design. Beyond generating significant business value, such changes can create positive outcomes for people, the planet, and society. Mauro considers the CPG industry's challenges, like excessive packaging. Through large-scale sustainable initiatives, brands can drive impactful change. This showcases the power of scale combined with purposeful innovation, demonstrating the remarkable potential for making a difference.
Top Trends & Technology: Mauro identifies three major trends driving change across industries: sustainability, health and wellness, and personalization. While these trends vary across sectors, their core essence remains constant. Businesses must explore how technology can revolutionize these realms, unlocking fresh opportunities and innovation. For instance, PepsiCo's Gatorade Gx Sweat Patch exemplifies tech-enabled personalization. It analyzes sweat composition, suggests a customized Gatorade mix via an app, and syncs with a smart, eco-friendly bottle.
Projecting Pepsi into the Future - The new Pepsi logo received overwhelmingly positive feedback, with a 99% favorable sentiment and over seven billion impressions. Redesigning a globally recognized and cherished logo was a challenge. Striking a balance between the brand's essence and its future was vital. Moreover, Mauro underscores the necessity for a logo that seamlessly integrates into the digital realm, a pivotal factor in today's marketing landscape.
Finding Happiness in your Career: Mauro reminds us to prioritize happiness in your career, as it not only benefits you but also enhances productivity within your company. If you are not happy, take proactive steps—communicate your needs, initiate change, and if necessary, embrace leaving for the sake of your own well-being and the company's success. Maintain your passion by always having a dream, setting goals and embarking on continuous projects. This drive keeps you engaged and fulfilled.
