Are we as designers ready to take true ownership of innovation and accept all the responsibilities that this brings along? That's the major theme in this episode with Mauro Porcini who's the Chief Design Officer at PepsiCo.

We also talk about what's needed to successfully bring in a new (design) culture into an existing organisation. A task which many have tried and failed. Mauro shares his most important lessons regarding this topic.

And finally we discuss the characteristics of a "design thinker". Who are these people anyway?

Hope you enjoy this episode!

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EPISODE GUIDE

02:00 - First encounter with Service Design

03:15 - Why should design drive innovation?

10:02 - What are the characteristics of design thinkers?

21:44 - How can we build a new culture within an established organisation

31:34 - Big question: what kind of role should designers play in business in the future?

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LINKS FROM THE EPISODE

PepsiCo Design & Innovation ➜ https://go.servicedesignshow.com/ayhrn

Mauro on LinkedIn ➜ https://go.servicedesignshow.com/gcye5

MORE EPISODES

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THE UNIVERSITY

Want to dig deeper into the topic we talk about on the show, check out the Service Design Show University.

https://go.servicedesignshow.com/university