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wherever you get your podcasts. Welcome to the HBO Idea

from Harvard Business Review. I'm Sarah Green Carmichael. This week we have a conversation

between editor-in-chief Adi Ignatius and

Pepsko CEO Indra Newi. Adi went to their headquarters in New York

to talk about design thinking, which Nui has increasingly brought into the company to improve the user experience and help differentiate all of Pepsco's offerings from soda to chips and beyond.

But it's not always been easy. It's been a big culture

change for Pepsi and she talks a little bit about that too. I hope you enjoy.

So what problem were you trying to solve when you created Chief Design Officer a few years ago?

So you know, literally the journey started when I became CEO and every time I walked the stores

and I do a market tour every week and look at what we looked like on the shelves.

And I found that the shelf was getting more and more and more cluttered.

And forget me as the CEO of the company as a mom who shops, who does

grocery shopping, it was getting harder and harder to really differentiate what were

the great products, what were the products that really spoke to me and it occurred to me

that we had to rethink our whole innovation process and we had to design experiences for our consumers from conception to

what's on the shelf and the first thing I did is I went to my direct reports and gave them each a photo album, an empty photo album and a camera.

And I said, I want to take a picture of anything that you think is good design.

...