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b'Are we as designers ready to take true ownership of innovation and accept all the responsibilities that this brings along? That\'s the major theme in this episode with Mauro Porcini who\'s the Chief Design Officer at PepsiCo.\\n\\nWe also talk about what\'s needed to successfully bring in a new (design) culture into an existing organisation. A task which many have tried and failed. Mauro shares his most important lessons regarding this topic.\\n\\nAnd finally we discuss the characteristics of a "design thinker". Who are these people anyway?\\n\\nHope you enjoy this episode!\\n\\n----------------------------------------\\n\\nEPISODE GUIDE\\n02:00 - First encounter with Service Design\\n03:15 - Why should design drive innovation?\\n10:02 - What are the characteristics of design thinkers?\\n21:44 - How can we build a new culture within an established organisation\\n31:34 - Big question: what kind of role should designers play in business in the future?\\n\\n----------------------------------------\\n\\nLINKS FROM THE EPISODE\\nPepsiCo Design & Innovation \\u279c https://go.servicedesignshow.com/ayhrn\\nMauro on LinkedIn \\u279c https://go.servicedesignshow.com/gcye5\\n\\nMORE EPISODES\\nEnjoyed the show? Take a look at some of the other episodes \\u279c @servicedesignshow\\n\\nYOUTUBE CHANNEL\\nEvery episode of the Service Design Show is also available as via the official YouTube channel.\\nhttps://go.servicedesignshow.com/youtube\\n\\nFACEBOOK PAGE\\nCheck the Facebook page where you\'ll find more content and can discuss the episodes.\\nhttps://go.servicedesignshow.com/facebook\\n\\nTHE UNIVERSITY\\nWant to dig deeper into the topic we talk about on the show, check out the Service Design Show University.\\nhttps://go.servicedesignshow.com/university'