CHAPTER 3
GOOD ANSWERS TO THE WRONG QUESTIONS
In my years at PepsiCo, we have applied this approach to design-driven and human-centered innovation in countless projects, and today this way of thinking and creating has become an integral part of the organization’s DNA.
Design-Driven Product Innovation at PepsiCo
I joined the food and beverage multinational corporation PepsiCo in July 2012. At that time, the company was engaged in a project of high strategic relevance. It was refining a new and innovative soda fountain, of the kind that you find in restaurants, fast-food chains, hotels, and food stores. In a society that was witnessing an ever-increasing proliferation of products and choices enabled by new technologies, even these machines needed ...
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