WEBVTT 1 00:00:00.250 --> 00:00:01.710 - Mauro, Christine, welcome. 2 00:00:01.710 --> 00:00:02.961 Christine, to you first. 3 00:00:02.961 --> 00:00:05.380 How should companies, how are companies, thinking 4 00:00:05.380 --> 00:00:07.757 about human-centered design and innovation? 5 00:00:08.800 --> 00:00:10.176 - That's a really great question. 6 00:00:10.176 --> 00:00:12.679 So they're really thinking about, 7 00:00:12.679 --> 00:00:13.930 well, they should be thinking 8 00:00:13.930 --> 00:00:16.516 about it maybe more than they are thinking about it. 9 00:00:16.516 --> 00:00:18.518 But human-centered design can be applied 10 00:00:18.518 --> 00:00:19.644 to so many different things, 11 00:00:19.644 --> 00:00:21.396 Mauro, as you know, 12 00:00:21.396 --> 00:00:23.732 and especially to problem solving 13 00:00:23.732 --> 00:00:26.735 and innovation and thinking about new products and services 14 00:00:26.735 --> 00:00:28.737 and what's really gonna resonate with customers. 15 00:00:28.737 --> 00:00:31.573 And if you don't do that due diligence upfront 16 00:00:31.573 --> 00:00:34.451 and understand deeply what's gonna emotionally connect 17 00:00:34.451 --> 00:00:38.079 with people and humans at the end of the day, 18 00:00:38.079 --> 00:00:40.498 which is really that human-centered design aspect, 19 00:00:40.498 --> 00:00:43.126 you could really risk missing the mark. 20 00:00:43.126 --> 00:00:47.255 And if you can deeply understand your customers, test 21 00:00:47.255 --> 00:00:48.339 and learn concepts 22 00:00:48.339 --> 00:00:51.009 with them to really get to the right solutions 23 00:00:51.009 --> 00:00:53.928 you just have a much, much greater chance of success. 24 00:00:53.928 --> 00:00:56.014 And it de-risks the process. 25 00:00:56.014 --> 00:00:58.808 And so human-centered design can be really applied 26 00:00:58.808 --> 00:00:59.642 to so many things. 27 00:00:59.642 --> 00:01:00.643 And I would encourage brands 28 00:01:00.643 --> 00:01:03.063 and companies to understand it more, 29 00:01:03.063 --> 00:01:05.565 train their employees more, and just be able to leverage it. 30 00:01:05.565 --> 00:01:07.484 - I agree with everything you said. 31 00:01:08.359 --> 00:01:11.196 Everything starts with having the right people 32 00:01:11.196 --> 00:01:13.656 inside the organization because it's all about culture. 33 00:01:13.656 --> 00:01:16.201 Human-centered design is about caring 34 00:01:16.201 --> 00:01:19.245 for the people you serve, therefore, caring for society, 35 00:01:19.245 --> 00:01:21.539 caring for the planet they live in. 36 00:01:21.539 --> 00:01:25.126 And it starts with this sincere, sincere love for people. 37 00:01:25.126 --> 00:01:27.879 I call this "people in love with people." 38 00:01:27.879 --> 00:01:31.758 For them, the first thing to do, 39 00:01:31.758 --> 00:01:33.968 the top priority, the most important thing 40 00:01:33.968 --> 00:01:35.261 is to create value 41 00:01:35.261 --> 00:01:36.721 for the people out there. 42 00:01:36.721 --> 00:01:38.890 Create something that is meaningful to them 43 00:01:38.890 --> 00:01:40.934 that adds some form of value in their lives. 44 00:01:40.934 --> 00:01:41.768 Then they're like, 45 00:01:41.768 --> 00:01:43.478 "Okay, I need also to make money 46 00:01:43.478 --> 00:01:45.188 for my company by doing that." 47 00:01:45.188 --> 00:01:47.440 But the driver of everything 48 00:01:47.440 --> 00:01:50.652 is creating sustainable value in time for people. 49 00:01:50.652 --> 00:01:52.153 And it all starts with culture. 50 00:01:52.153 --> 00:01:54.447 And therefore, when we talk about human-centered innovation, 51 00:01:54.447 --> 00:01:57.700 often we talk about processes, ways of working, 52 00:01:57.700 --> 00:01:59.619 different kind of tools, methodologies, 53 00:01:59.619 --> 00:02:01.579 but we should talk, before anything else, 54 00:02:01.579 --> 00:02:03.581 about the culture of these people. 55 00:02:03.581 --> 00:02:06.584 How they think, behave, take decisions, take risk. 56 00:02:06.584 --> 00:02:07.585 It's all about that.