PepsiCos award-winning chief design officer reveals the secret to creating life-changing innovations: putting human needs at the center of any design process. Innovation is an act of loveor at least it should be. Always. It is a gesture of empathy, respect, generosity, of one human beings devotion to another,writes Mauro Porcini at the beginning of this extraordinary book. It is in part a memoir by one of the worlds leading designersthe first chief design officer at both 3M and PepsiBut even more, it is a manifesto for a genuine, authentic, and deeply humanistic approach to design, one that aims to create personal and social value first and financial and economic value afterward. In every industry, new technologies have lowered the barrier to entry like never beforeEither you design exceptional products or somebody will beat you to it. Porcini shows, through example after example and story after story, that the key to real, world-changing innovation is to put people firstno