You need to build in-house the culture of innovation.

You need people in love with people obsessed with extreme quality, with excellence.

Designer Cannell ignites the culture, but the culture needs to be spread across every

single function of the company.

It may be daunting for you as a leader, but it's about mindset.

We should spend our life growing and bettering ourselves and seeing every single opportunity

to every encounter as an opportunity to learn.

You realize that what you know is very little, is almost nothing, is dust in the universe,

and this is the beauty of the real innovators and is the excellence you want to deliver

to people that can create a better world and a better society.

That's Morrow Puccini, the chief design officer at PepsiCo and author of the new book,

The Human Side of Innovation.

Design has been a key component of business success for iconic companies from Apple to Airbnb

to Nike.

Umbab Safian, former editor of Fast Company, founder of the Flux Group and host of Masters

of Scale Rapid Response.

I wanted to talk to Morrow because he's uncommonly clear and engagingly passionate about how

any business and business person can benefit from a designer's mindset.

As an executive inside large enterprises like Pepsi and 3M, Morrow has deployed creativity

as a force for positive disruption and he has specific systematic tips on what it takes

to spark and maintain innovation inside organizations as they scale.

Design's not just about style or looking good, Morrow says though he's an advocate for both.

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