The relationship between design and innovation

- [Interviewer] One thing that a lot of companies struggle with is the idea of innovation. And design is often, as we said, it's seen as like it could influence things like customer satisfaction. It could influence marketing perceptions and so forth. "This is a desirable product, I want to buy it." None of that's really innovation. But design can, and historically has, played a really important role in innovation. What have you seen in history that gives us examples of how that works? - [Speaker] One of the episodes in the history of design that I tended to spend a lot of time with had to do with the emergence of the industrial design profession in the US, really in the 1930s. And I will preface this just by saying that human beings have been making things for millennia, but the profession of design is actually very new. The specific attitude toward making things that we call design is barely a hundred years old. In the 1930s, we saw the emergence of the kind of impresarios of design,…