In the third episode of the Storied Future Podcast, Chris talks to Bracken Darrell, the CEO of Logitech, about how a design narrative can help any company reinvent itself.

In 2013, Logitech was a computer peripheral maker facing a bleak outlook due to due to a plateau in worldwide PC sales.

So Bracken hired Nokia design guru Alastair Curtis, moved R&D budget out of mice and keyboards and into sectors with growth potential, and reorganized the company around a set of design principles inspired by Dieter Rams.

In the process, they turned transformed Logitech from an engineering-led company into a design-led company and kickstarted an era of growth.

In this conversation, Chris and Bracken cover:

• How Bracken’s relationship with Dieter Rams made him a true believer in design thinking
• Bracken’s 2007 speech about the coming design revolution and how he brought that narrative to life
• Why he believed a faltering company was the ideal candidate to prove the power of design
• The childhood loss that drove Bracken’s relentless pursuit of a better future
• Why he fired and rehired himself—and why he makes his leadership team do the same
• Logitech’s commitment to a sustainable, carbon-negative, more inclusive future

And much more!

TSFpod.com
thestoriedfuture.com