Industrial designer Philippe Guichard has spent more than thirty years designing products, businesses and experiences.

But this conversation isn't really about design, it’s about perception. And, how over time, experience changes what we notice.

In this conversation, Philippe reflects on the shift from ego to service, how culture shapes design, why observation comes before intervention, and how experience gradually teaches us to see things that others often miss.

The longer I explore experience, the more I wonder whether expertise is less about accumulating knowledge and more about learning what to pay attention to. This conversation explores that possibility.