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1、宝洁公司 ceo 谈设计By: Jennifer ReingoldJune 1, 202X Your products run for election every day, says Procter Gamble CEO . good design is critical to winning the campaign.The CEOof Procter & Gambleis not your typical., 58, has spiky whitehair, paddles a kayak, and has a sunny, doorle office filled with examp
2、less Asia operation from Japan forfour years in the mid-1990s, Lafley came to a very un-Procteresque conclusion: that design, not simply price or technology, should be key s his take on his radical attempt to put design ” into the DNA” of P& set you off on this quest? Japan is definitely a civilizat
3、ion where design is 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 have to creat
4、e a great experience every time you touch the brand, and the design is a really big part of creating the experience and the try to make as experience better, but better in her you stay focused onexperiences, I think you will have a lower risk of designing something that may measure well in a lab but
5、 may not do well with the want P&G to bee the number-one consumer-design pany in the world, so we need to be able to makeit part of our need to makeit part of our innovation just spent a day on our Valentino perfume launch, ”V ” .It s fact that there are only four couturiers at the top of fashion, a
6、nd that Valentino chose P&G to do this fragrance, blew people t know if wewere going to get itBut I think we were able to demonstrate to himthat re really pretty good at design and we have a proce that integrates design and is a major change for P&G do you even know whereto start? Wecreated the desi
7、gn function run by Claudia Kotchka; see page 58 and kept it outside the busine units so I could drive design acro the the seed is only going to grow into a strong plant if it grows in the need to develop marketers and product researchers and general managers whoknow it when they see we need to have
8、acce to the best designers in the we recruited almost all of our design team from t many of the t work with us in one form or ve been in this busine for almost” first s always been functionally where does design go? We” ; we want to design every ponent of the product; andt think s been hard for peop
9、le to e to grips d re not seriously in the design it has taken thatone of the disciples had to put his hand in the bloody wounds to have somebusinees that are doubting have other businees that t gotinto it in a reasonably disciplined and strategic way with good sort of leaped into the middle of the
10、lake and are having problems trying to gotooare so many little things that can be so much consumer can t like about a product sometimes, but shecan almost never articulate what you need to do to remove the diatisfier or to create s what we have to work you re merging with willthataffect your design
11、revolution? s going to be you look at Oral stoothbrushes, they are some of the best designed in the will be able to help them in their personal-care businees because I think re a little bit further frankly, they willbe able to help us in the device do yourespond to the notion, popularized by Wal-Mar
12、t and others, that price s value that rules the s an awful lotof evidence acro an awful lot of categories that consumers will pay more for better design, better performance, better quality, better value, and better biggest discuion item with a lot of retailers is getting them to understand that pric
13、e is part of it, but in many cases not the decidingwe keep reminding them is that the real key to driving same-store salesis beauty of the Crest SpinBrush was that we could sell an electrictoothbrush for $3 and it was reasonably well- went from nowhere to a 15% s little things like the purple Prilos
14、ec s amazinghow the little purple pill in the purple package stood do you measure ve won a few design awards, and I really feel great when ve won on products the consumer yes, I occasionally put the design t care if we never win a design ca re if consumersthink our brands and products create a better experience and they buy us, s animportant part of it. 宝洁公司前CEO, .Lafley 谈设计的价值，谈到了以下的内容：关于如何将设计DNA虫入企业文化，如何建立设计团队，如何与优秀的第三方设计公司合作，什么是设计，设计的挑战，如何看待全球设计奖项，以及如何衡量设计的价值与成功
