Don't blame the tool...

When you asked me to play the piano, I can assure you that nothing close to music would come out. Would we, at that point, say that the piano is broken? That would be silly, right?

Somehow, this is the typical approach when organizations bring in design. When design doesn't fully deliver on the expected outcomes, it's the process that is declared faulty.

Mauro Porcini is the Chief Design Officer at PepsiCo. In his career, he has seen many design-driven initiatives fail, and some succeed. This led him on the quest to find out what the differentiator is between the two.

Can you guess the answer?

This shouldn't surprise you by now; it's people.

So if that's the case, what kind of people does it take to make design work?

Well, Mauro decided to write a dedicated book about this with the inspiring title: The Human Side of Innovation.

The book just got published, and I invited Mauro on the Show to share the key insights with you. This is a good one!

We explored many ideas in this conversation, but one thing that stood out for me was kindness as a competitive advantage. And you know what? It makes complete business sense!

Enjoy the episode, and if you do consider sharing it, someone who might as well :)

[ 1. GUIDE 📺 ]

00:00 Welcome to episode 163
02:30 Who is Mauro
04:00 Lightning round
07:15 How did it start
11:30 The key message
13:30 Why now
18:00 Focus on people
21:15 What to look for
24:45 Reception by business
29:30 Unicorns
32:30 True human centricity
39:00 How to make it bigger
42:00 Design happiness
46:00 Contest announcement
47:15 Final thoughts

[ 2. LINKS 🔗 ]
* [ Ссылка ]
* The Human Side of Innovation (book) - [ Ссылка ]
* In Your Shoes (podcast) - [ Ссылка ]

* Stage Not Age (book) - [ Ссылка ]

[ 3. CONTEST 🏆 ]

HOW TO ENTER THE CONTEST
To enter the contest leave a comment on this video in which you give the answer to this question "On which day was the book The Human Side of Innovation published?".

OFFICIAL RULES
1. The winner will be selected randomly from all the correct entries that were submitted before December 8, 2022 20:00 CET.
2. Leave your real name in the comment so we can contact you via LinkedIn in case you've won. If the winner doesn't claim his the prize within 48 hours we will redraw a new winner. Absolutely no personal information will be kept, other than to only notify the winner.
3. This giveaway is open internationally, and all entrants must be 18 years of age (or older) to participate.

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This giveaway is ran in accordance to the YouTube Community Guidelines and YouTube Terms of Service.
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Any entries not following the YouTube Community Guidelines will be disqualified. YouTube is not affiliated to this contest in any way. Personal data from the giveaway will NOT be used or shared in any way, shape or form.

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[ 4. NEXT STEP 💪 ]
Looking for more? We've got you covered.

Click the link below to join the Service Design Show community.
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You'll get access to inspiring stories and practical advice that helps to level up your service design career!

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