The world of business is notoriously serious and results-driven. But what if we looked at work through a different lens? What if we focused on the creative, abstract side of innovation?
This is a question that Mauro Porcini, Chief Design Officer at PepsiCo, strives to answer. With over 1100 design and innovation awards under his belt, Mauro is no stranger to the value of creativity in business. In fact, he’s made it his life’s work to advocate for the importance of design thinking in the corporate world, and has even published a new book on the topic, ‘The Human Side of Innovation’.
Listen to the Podcast
I had the pleasure of sitting down with Mauro on our latest podcast to discuss his background, book, career journey and the role of creativity in business. Here are some of the key takeaways from our conversation.
The Value of Humility
Mauro attributes much of his identity to the place and environment in which he grew up. Native to Barza, Italy – a smaller city about an hour from Milan – his tight knit family didn’t start out with much. He, his mother, father and brother lived in a rougher part of town in a modest home, all four sharing the same bedroom. Mauro tells us that his parents played a major role in defining his character and cites many times during his childhood when they opened his mind to new perspectives. Incredibly humble people, they always made a point of practicing self-awareness, respect for others and strong values.
View this post on Instagram
This is something he carried with him as he launched his career as a young adult. After working a few odd jobs, he eventually ended up in New York City – one of the most bustling, competitive metropolises in the world. And yet, despite being surrounded by people who had achieved great things, he never lost sight of his humble roots. If anything, being in such an environment only made him more aware of how to carry himself with humility.
Is There a Downside to Success as a Creative?
It goes without saying that most people pursue careers in design because of a passion for doing what they love. Getting the opportunity to express yourself through creative projects is a personally fulfilling experience. But what happens when you do well and get promoted? Ascending the corporate ladder is a goal for many professionals, yet also has a way of distancing them from the day-to-day work that started their careers.
View this post on Instagram
This is a trajectory Mauro is very familiar with – from his humble beginnings to eventual head roles at 3M and Pepsi, he quickly scaled his status in the design world in a way that some would argue, limited his ability to get directly involved in the creative process. Lately, he’s been the cover name of the work that goes on behind the scenes, maybe comparable to Taylor Swift and the team of composers, writers and producers that make her albums possible.
But while his hands may not be personally configuring the print of a new Pepsi package, Mauro says that he sees his elevated role as a creative to be just as valuable. Rather than being confined to the parameters of one project, he’s had the ability to work on hundreds and create an impact on a much broader level. Of course he still has ideas and gets thoroughly involved every now and then, but today, he’s a big proponent of the power of leadership and how it can be used to inspire to epic proportions.
View this post on Instagram
Are You a Unicorn?
With the value of the role he currently holds in mind, Mauro Porcini takes a very human-centered approach to the way he runs his teams. To him, it’s not necessarily about finding the right accolades, accreditations and references. Although those are still important, what matters most is finding the right people – individuals who possess the right traits to drive creative projects forward with success, or as he refers to them, ‘unicorns’.
The concept came about when Mauro was working at 3M years ago. He remembers a very dynamic balance of projects, one in which some did very well and others failed miserably. The biggest determining factor to those outcomes? What people were assigned to each job. Mauro noted that there were some individuals and key characteristics consistent with positive outcomes in the design process. According to him, it all came down to the way people think, their courage to buck norms, resilience, curiosity and ability to understand markets. These people, who he deemed ‘unicorns’, were the ones that always seemed to get the job done no matter what. 13 years later and he still uses these criteria to filter the teams he works with.
.
FOLLOW MAURO:
instagram | twitter | website
Listen to the Podcast
Subscribe
