Multiple people, exactly, of these companies, were asking me, what is the ROI of design?

How do you quantify the value that you create for the company?

And so, I was still at 3M, we started to work on defining this ROI.

And obviously, the most powerful form of ROI is if you grow the business,

it's the impact on top line, bottom line, market share.

But you can't quantify that just on its own project.

I'm Chris Hill, and that's Morrow Puccini.

He's the Chief Design Officer at Pepsi, an author of the book, The Human Side of Innovation.

Ricky Mulvey caught up with Puccini to talk about how top-tier design can lead to return on investment,

while more companies are offering products with limited edition releases, and one designer's vision of the future,

with tattoos that read your health patterns and 3D printed cookies.

You say that a lot of companies kind of half-step towards design.

Why do you think you see that, let's say, distance between talk and action?

Well, because forget even the word design, and this is one of the key points of the book,

not even about design, but to change culture, to change approach, to do something different than what you're used to,

you're familiar with, something that worked for you for a long time.

All of this is risky by definition.

And so, in the specific case of design, to embrace it in the right way, if you are not doing it already,

if it's not part of your culture, if it's not part of your way of working and thinking,

then by definition, is a risk.

And to take that kind of risk, you need to have the right people within the organization comfortable with taking the risk,

so a culture of innovation and risk taking.

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