Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. In 2010, after decades’ of experience with Nestlé in various roles around the world, Helmut co-founded Life2Years, Inc, a start-up company producing healthy beverages for the over-fifties.Birgit Coleman holds a Master of Arts in Business, MA from the University of Applied Sciences, Vienna. She is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco.Karen Hofmann Karen holds a Bachelor of Science in Product Design from Art Center College of Design and a Bachelor of Arts in Psychology from California State University, Northridge. Karen is Chair of the Product Design Department at the Art Center College of Design in Pasadena, California.

• Author Biographies xiii Forewords xv Acknowledgements xviiPart 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY1 Design and technology 3 All is flowing: π ́ αντα ’ρϵ̃ı 3How design influences our lives: form and function 8The HGTV effect 10Design in the food industry 12Reasonable price 15Adapted for small families, households with smaller numbers of people 15Safety 16Easy to open 17Easy to see 18Easy understanding of label claims 19Easy handling 19The role of product design in the food industry 20Conclusions 21Topics for further discussion 22References 222 Design: from object to process 23The expanding role of design 23Why now? Drivers of change = the industry shifts + design expands 24New platforms / new options 25Speed to market / direct to market / new retail models 26Open innovation / systems innovation 27Creative economy / sharing economy 28Maker culture / hacker culture / DIY / new craft 283D Printing 29Being design driven: icons at the intersection of business and design 30The value of the designer: a new mindset 32The era of the design entrepreneur 33Design impact: making / meaning / transforming 35Design as a process of exploration (making) 35Design as a process of creating relevance (meaning) 36Design as a catalyst for change (transforming) 37The future of meaningful product experiences: design delivers 38Creating meaningful food experiences 38Conclusions 40Topics for further discussion 41References 423 How food companies use technology and design 43Form and function in action 43Importance of design in the consumer goods industry 46The role of technology and design in packaging innovation and renovation 48Food safety, quality & environment 48Supply chain 53Suppliers 54Costs 54Consumers 55Customers 60Manufacturing 62Conclusions 63Topics for further discussions 63References 644 Design and technology in academia: a new approach 65From the beginning to today 65The sponsored project: redefining products, experiences, brands and systems 67Design as process for exploration 68Design as a process for creating relevance 70Design as a process of transformation 74The expanding role of design/business being design driven + design being business driven 76From “multi-discipline” to “über-multi-discipline” and the future of “design +” 77Preparing the next generation of innovators/the “experience portfolio” 80New ventures in design education/from non-profit to for-profit 81The future of design and technology in academia: new models/new schools/new programs 82Conclusions 85Topics for further discussion 86References 875 Design and the business world 89Design: the helper for business and technical 89Design: the connector of business elements 91The “n-dimensional design space” in the business environment 92Typical and desirable business interactions inside today’s consumer goods industry 96Design: the enabler for logistics and supply chain 98Design as a counterfeit fighter 101The way forward: “down-to-earth design” 104The future: design is management 107Conclusions 110Topics for further discussion 111References 1116 The corporate reality in a changing world 113The decision makers in our society: a “new order” 113The decision makers and takers in the corporate environment 115Some historic lessons in complexity building 116The profit margin race 119Venture capital (VC): decision makers become risk averters 121Utopia: from old reality to a new reality? 123Conclusions 130Topics for further discussion 131Reference 1327 Design and technology: innovation is the connector 133Design: beyond connecting business elements 133How companies define their business strategies: a short historical perspective 137From strategy to action 138The Nestlé example 139The Unilever example 139The PepsiCo example 141The General Mills example 141The Kraft example 142Design as an integral part of business plans and marketing strategies: a possible reality? 143The elements of a typical business plan 143Innovation as connector of technology and design 145Innovation in design and technology can influence how the food industry operates 146Examples from the Nestlé Company 147Examples from P&G 149Examples from the Unilever Company 150How commitment to innovation can influence the corporate environment: a first glimpse 150Conclusions 151Topics for further discussion 152References 153Part 2 INNOVATION: THE MUCH TALKED ABOUT, YET NOT WELL UNDERSTOOD ELEMENT8 Innovation understood 157Innovation and creativity: the four stages of value creation 157People and attitudes 159How to be an innovator in the food industry 162Innovations and inventions in food and beverages: a short historical overview 165Where and when does innovation begin? 169The people in the food industry 170Commitment to innovation 173Conclusions 174Topics for further discussion 175References 1759 Nurturing the innovators 177“People are our most important assets” 177How the right people are best supported: define values 179Continuous learning 183How can design contribute to continuous learning? 184Supporting innovators in driving their innovations through complex organizations 186The secret of sharing 188Personal nurturing tools 190Conclusions 193Topics for further discussion 194References 19510 The innovation tools 197From rituals to innovation tools 197The innovation environment 199Execution 200Quest 202Movie 203Fog 204From brainstorming to creative problem solving (CPS) 205The divergence—convergence pain 206FastPack: a brainstorming exercise specially designed for packaging development 208The IdeaStore 209Inside the box 213Conclusions 215Topics for further discussion 216References 21711 From open innovation to partnerships 219From open innovation to partnerships: a logical transition 219The creation of the innovation partnership model 224How to deal with intellectual property in innovation partnerships 230Turning partnerships into successful and sustainable endeavors 232The future of open innovation and innovation partnerships 233Conclusions 235Topics for further discussion 237References 23712 What can the food industry learn from Silicon Valley? 239Introduction 239Hi, I am a connections explorer 239Six degrees of separation 240The strength of weak ties 240Formal approaches to innovation partnerships 242Singularity University 242Corporate venture groups and innovation labs 242Bridge organizations 244But how does somebody become a networker or connector or a connections explorer? 244The power of networking: networking principles 246Silicon Valley and its eco-system 246What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area? 248Food incubators and accelerators outside of Silicon Valley 249What else does the food industry borrow from Silicon Valley? 250More Examples 252A food revolution beyond Silicon Valley 253Funding good design is now officially mainstream 255Who are the food and design start-up players? 258Conclusions 258Topics for further discussion 25913 What was it all about? An attempt at a conclusion 261A few moments in the life of Manny Middle 261From field to fork 263Manny Middle discovers the role of design 269Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners 271Minnie Middleton discovers the value of innovation in her company 272Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley 273Epilogue: the questionnaire 274Feedback from the Unilever CEO 276Other feedback, combined from several “voices” from the industry 278 Index 287

Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. In 2010, after decades’ of experience with Nestlé in various roles around the world, Helmut co-founded Life2Years, Inc, a start-up company producing healthy beverages for the over-fifties.Birgit Coleman holds a Master of Arts in Business, MA from the University of Applied Sciences, Vienna. She is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco.Karen Hofmann Karen holds a Bachelor of Science in Product Design from Art Center College of Design and a Bachelor of Arts in Psychology from California State University, Northridge. Karen is Chair of the Product Design Department at the Art Center College of Design in Pasadena, California.

• Author Biographies xiii Forewords xv Acknowledgements xviiPart 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY1 Design and technology 3 All is flowing: π ́ αντα ’ρϵ̃ı 3How design influences our lives: form and function 8The HGTV effect 10Design in the food industry 12Reasonable price 15Adapted for small families, households with smaller numbers of people 15Safety 16Easy to open 17Easy to see 18Easy understanding of label claims 19Easy handling 19The role of product design in the food industry 20Conclusions 21Topics for further discussion 22References 222 Design: from object to process 23The expanding role of design 23Why now? Drivers of change = the industry shifts + design expands 24New platforms / new options 25Speed to market / direct to market / new retail models 26Open innovation / systems innovation 27Creative economy / sharing economy 28Maker culture / hacker culture / DIY / new craft 283D Printing 29Being design driven: icons at the intersection of business and design 30The value of the designer: a new mindset 32The era of the design entrepreneur 33Design impact: making / meaning / transforming 35Design as a process of exploration (making) 35Design as a process of creating relevance (meaning) 36Design as a catalyst for change (transforming) 37The future of meaningful product experiences: design delivers 38Creating meaningful food experiences 38Conclusions 40Topics for further discussion 41References 423 How food companies use technology and design 43Form and function in action 43Importance of design in the consumer goods industry 46The role of technology and design in packaging innovation and renovation 48Food safety, quality & environment 48Supply chain 53Suppliers 54Costs 54Consumers 55Customers 60Manufacturing 62Conclusions 63Topics for further discussions 63References 644 Design and technology in academia: a new approach 65From the beginning to today 65The sponsored project: redefining products, experiences, brands and systems 67Design as process for exploration 68Design as a process for creating relevance 70Design as a process of transformation 74The expanding role of design/business being design driven + design being business driven 76From “multi-discipline” to “über-multi-discipline” and the future of “design +” 77Preparing the next generation of innovators/the “experience portfolio” 80New ventures in design education/from non-profit to for-profit 81The future of design and technology in academia: new models/new schools/new programs 82Conclusions 85Topics for further discussion 86References 875 Design and the business world 89Design: the helper for business and technical 89Design: the connector of business elements 91The “n-dimensional design space” in the business environment 92Typical and desirable business interactions inside today’s consumer goods industry 96Design: the enabler for logistics and supply chain 98Design as a counterfeit fighter 101The way forward: “down-to-earth design” 104The future: design is management 107Conclusions 110Topics for further discussion 111References 1116 The corporate reality in a changing world 113The decision makers in our society: a “new order” 113The decision makers and takers in the corporate environment 115Some historic lessons in complexity building 116The profit margin race 119Venture capital (VC): decision makers become risk averters 121Utopia: from old reality to a new reality? 123Conclusions 130Topics for further discussion 131Reference 1327 Design and technology: innovation is the connector 133Design: beyond connecting business elements 133How companies define their business strategies: a short historical perspective 137From strategy to action 138The Nestlé example 139The Unilever example 139The PepsiCo example 141The General Mills example 141The Kraft example 142Design as an integral part of business plans and marketing strategies: a possible reality? 143The elements of a typical business plan 143Innovation as connector of technology and design 145Innovation in design and technology can influence how the food industry operates 146Examples from the Nestlé Company 147Examples from P&G 149Examples from the Unilever Company 150How commitment to innovation can influence the corporate environment: a first glimpse 150Conclusions 151Topics for further discussion 152References 153Part 2 INNOVATION: THE MUCH TALKED ABOUT, YET NOT WELL UNDERSTOOD ELEMENT8 Innovation understood 157Innovation and creativity: the four stages of value creation 157People and attitudes 159How to be an innovator in the food industry 162Innovations and inventions in food and beverages: a short historical overview 165Where and when does innovation begin? 169The people in the food industry 170Commitment to innovation 173Conclusions 174Topics for further discussion 175References 1759 Nurturing the innovators 177“People are our most important assets” 177How the right people are best supported: define values 179Continuous learning 183How can design contribute to continuous learning? 184Supporting innovators in driving their innovations through complex organizations 186The secret of sharing 188Personal nurturing tools 190Conclusions 193Topics for further discussion 194References 19510 The innovation tools 197From rituals to innovation tools 197The innovation environment 199Execution 200Quest 202Movie 203Fog 204From brainstorming to creative problem solving (CPS) 205The divergence—convergence pain 206FastPack: a brainstorming exercise specially designed for packaging development 208The IdeaStore 209Inside the box 213Conclusions 215Topics for further discussion 216References 21711 From open innovation to partnerships 219From open innovation to partnerships: a logical transition 219The creation of the innovation partnership model 224How to deal with intellectual property in innovation partnerships 230Turning partnerships into successful and sustainable endeavors 232The future of open innovation and innovation partnerships 233Conclusions 235Topics for further discussion 237References 23712 What can the food industry learn from Silicon Valley? 239Introduction 239Hi, I am a connections explorer 239Six degrees of separation 240The strength of weak ties 240Formal approaches to innovation partnerships 242Singularity University 242Corporate venture groups and innovation labs 242Bridge organizations 244But how does somebody become a networker or connector or a connections explorer? 244The power of networking: networking principles 246Silicon Valley and its eco-system 246What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area? 248Food incubators and accelerators outside of Silicon Valley 249What else does the food industry borrow from Silicon Valley? 250More Examples 252A food revolution beyond Silicon Valley 253Funding good design is now officially mainstream 255Who are the food and design start-up players? 258Conclusions 258Topics for further discussion 25913 What was it all about? An attempt at a conclusion 261A few moments in the life of Manny Middle 261From field to fork 263Manny Middle discovers the role of design 269Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners 271Minnie Middleton discovers the value of innovation in her company 272Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley 273Epilogue: the questionnaire 274Feedback from the Unilever CEO 276Other feedback, combined from several “voices” from the industry 278 Index 287

Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. In 2010, after decades’ of experience with Nestlé in various roles around the world, Helmut co-founded Life2Years, Inc, a start-up company producing healthy beverages for the over-fifties.Birgit Coleman holds a Master of Arts in Business, MA from the University of Applied Sciences, Vienna. She is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco.Karen Hofmann Karen holds a Bachelor of Science in Product Design from Art Center College of Design and a Bachelor of Arts in Psychology from California State University, Northridge. Karen is Chair of the Product Design Department at the Art Center College of Design in Pasadena, California.

• Author Biographies xiii Forewords xv Acknowledgements xviiPart 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY1 Design and technology 3 All is flowing: π ́ αντα ’ρϵ̃ı 3How design influences our lives: form and function 8The HGTV effect 10Design in the food industry 12Reasonable price 15Adapted for small families, households with smaller numbers of people 15Safety 16Easy to open 17Easy to see 18Easy understanding of label claims 19Easy handling 19The role of product design in the food industry 20Conclusions 21Topics for further discussion 22References 222 Design: from object to process 23The expanding role of design 23Why now? Drivers of change = the industry shifts + design expands 24New platforms / new options 25Speed to market / direct to market / new retail models 26Open innovation / systems innovation 27Creative economy / sharing economy 28Maker culture / hacker culture / DIY / new craft 283D Printing 29Being design driven: icons at the intersection of business and design 30The value of the designer: a new mindset 32The era of the design entrepreneur 33Design impact: making / meaning / transforming 35Design as a process of exploration (making) 35Design as a process of creating relevance (meaning) 36Design as a catalyst for change (transforming) 37The future of meaningful product experiences: design delivers 38Creating meaningful food experiences 38Conclusions 40Topics for further discussion 41References 423 How food companies use technology and design 43Form and function in action 43Importance of design in the consumer goods industry 46The role of technology and design in packaging innovation and renovation 48Food safety, quality & environment 48Supply chain 53Suppliers 54Costs 54Consumers 55Customers 60Manufacturing 62Conclusions 63Topics for further discussions 63References 644 Design and technology in academia: a new approach 65From the beginning to today 65The sponsored project: redefining products, experiences, brands and systems 67Design as process for exploration 68Design as a process for creating relevance 70Design as a process of transformation 74The expanding role of design/business being design driven + design being business driven 76From “multi-discipline” to “über-multi-discipline” and the future of “design +” 77Preparing the next generation of innovators/the “experience portfolio” 80New ventures in design education/from non-profit to for-profit 81The future of design and technology in academia: new models/new schools/new programs 82Conclusions 85Topics for further discussion 86References 875 Design and the business world 89Design: the helper for business and technical 89Design: the connector of business elements 91The “n-dimensional design space” in the business environment 92Typical and desirable business interactions inside today’s consumer goods industry 96Design: the enabler for logistics and supply chain 98Design as a counterfeit fighter 101The way forward: “down-to-earth design” 104The future: design is management 107Conclusions 110Topics for further discussion 111References 1116 The corporate reality in a changing world 113The decision makers in our society: a “new order” 113The decision makers and takers in the corporate environment 115Some historic lessons in complexity building 116The profit margin race 119Venture capital (VC): decision makers become risk averters 121Utopia: from old reality to a new reality? 123Conclusions 130Topics for further discussion 131Reference 1327 Design and technology: innovation is the connector 133Design: beyond connecting business elements 133How companies define their business strategies: a short historical perspective 137From strategy to action 138The Nestlé example 139The Unilever example 139The PepsiCo example 141The General Mills example 141The Kraft example 142Design as an integral part of business plans and marketing strategies: a possible reality? 143The elements of a typical business plan 143Innovation as connector of technology and design 145Innovation in design and technology can influence how the food industry operates 146Examples from the Nestlé Company 147Examples from P&G 149Examples from the Unilever Company 150How commitment to innovation can influence the corporate environment: a first glimpse 150Conclusions 151Topics for further discussion 152References 153Part 2 INNOVATION: THE MUCH TALKED ABOUT, YET NOT WELL UNDERSTOOD ELEMENT8 Innovation understood 157Innovation and creativity: the four stages of value creation 157People and attitudes 159How to be an innovator in the food industry 162Innovations and inventions in food and beverages: a short historical overview 165Where and when does innovation begin? 169The people in the food industry 170Commitment to innovation 173Conclusions 174Topics for further discussion 175References 1759 Nurturing the innovators 177“People are our most important assets” 177How the right people are best supported: define values 179Continuous learning 183How can design contribute to continuous learning? 184Supporting innovators in driving their innovations through complex organizations 186The secret of sharing 188Personal nurturing tools 190Conclusions 193Topics for further discussion 194References 19510 The innovation tools 197From rituals to innovation tools 197The innovation environment 199Execution 200Quest 202Movie 203Fog 204From brainstorming to creative problem solving (CPS) 205The divergence—convergence pain 206FastPack: a brainstorming exercise specially designed for packaging development 208The IdeaStore 209Inside the box 213Conclusions 215Topics for further discussion 216References 21711 From open innovation to partnerships 219From open innovation to partnerships: a logical transition 219The creation of the innovation partnership model 224How to deal with intellectual property in innovation partnerships 230Turning partnerships into successful and sustainable endeavors 232The future of open innovation and innovation partnerships 233Conclusions 235Topics for further discussion 237References 23712 What can the food industry learn from Silicon Valley? 239Introduction 239Hi, I am a connections explorer 239Six degrees of separation 240The strength of weak ties 240Formal approaches to innovation partnerships 242Singularity University 242Corporate venture groups and innovation labs 242Bridge organizations 244But how does somebody become a networker or connector or a connections explorer? 244The power of networking: networking principles 246Silicon Valley and its eco-system 246What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area? 248Food incubators and accelerators outside of Silicon Valley 249What else does the food industry borrow from Silicon Valley? 250More Examples 252A food revolution beyond Silicon Valley 253Funding good design is now officially mainstream 255Who are the food and design start-up players? 258Conclusions 258Topics for further discussion 25913 What was it all about? An attempt at a conclusion 261A few moments in the life of Manny Middle 261From field to fork 263Manny Middle discovers the role of design 269Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners 271Minnie Middleton discovers the value of innovation in her company 272Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley 273Epilogue: the questionnaire 274Feedback from the Unilever CEO 276Other feedback, combined from several “voices” from the industry 278 Index 287