Contents

Foreword by Ramon Laguarta
Foreword by Indra Nooyi
Introduction: Innovation Is an Act of Love
1. Mapping the New World
2. Dream Hunting
3. Good Answers to the Wrong Questions
4. User-Generated Content
5. The Magic of Experiences
6. A New Humanism
7. The Unicorn’s Entrepreneurial Gifts
8. The Unicorn’s Social Gifts
9. The Unicorn’s Enabling Gifts
10. Fighting the Dictatorship of the Normal
11. Inspired by Unexpected Mentors
Conclusion: Designing Happiness

"PepsiCo's and 3M's award-winning chief design officer reveals the secret to creating life-changing innovations: putting the human factor at the center of everything. In every industry, new technologies have lowered the barrier to entry like never before. Either you design exceptional products, brands and experiences, or somebody will beat you to it. And Mauro Porcini-PepsiCo's and 3M's first ever chief design officer-says, the key to real, world-changing innovation is to put people first. Putting people first requires what Porcini calls unicorns: people who are in love with people and who have a genuine fire in them to create meaningful solutions for actual human beings. In this book, he describes them, celebrates them, and details their superpowers so you can find them, hire them, grow them, and retain them. Some have qualities you might expect-the ability to dream and an attention to detail-but when was the last time you heard an executive ask prospective hires if they were kind or humble? Porcini uses his journey across startups and multinational corporations, through successes and failures, to create a handbook for modern innovators. This book is written by a celebrated designer, high-level corporate executive, and a decent human being"--