What P&G Knows About the Power of Design

Japan is definitely a civilization where design is important.

The department-store beauty sections are as good as it gets in the world.

When I came back here in 1998, it became quite clear to me that design was not only important in beauty, it was even more important in household care and consumer care, where products were arguably underdesigned.

We have to create a great experience every time you touch the brand, and the design is a really big part of creating the experience and the emotion.

We try to make a customer's experience better, but better in her terms.

If you stay focused on experiences, I think you will have a lower risk of designing something that may measure well in a lab but may not do well with the consumer.

I want P&G to become the number one consumer design company in the world, so we need to be able to make it part of our strategy.

We need to make it part of our innovation process.

I just spent a day on our Valentino perfume launch, "V".

It's awesome.

The fact that there are only four couturiers at the top of fashion, and that Valentino chose P&G to do this fragrance, blew people away in Paris.

I didn't know if we were going to get it. But I think we were able to demonstrate to him that we're really pretty good at design and we have a process that integrates design and innova

more: fastcompany.com/magazine/95/design-qa.html (472)

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