The Human Side of Innovation: The Power of People in Love with People

PepsiCo's chief design officer Mauro Porcini reveals the secret to creating life-changing innovations: putting human needs at the center of any design process. In his book, Porcini describes the importance of unicorns: people who are in love with people and have a genuine desire to create meaningful solutions for them. He argues that the key to real, world-changing innovation is to put people first—not only the people we innovate for but also the people who lead the innovation process.

Putting people first requires what Porcini calls unicorns: people who are in love with people, 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.