Hybrid Thinking at P&G: Design meets Strategy

When A.G. Lafley was named CEO of Procter & Gamble during the summer of 2000, her job was remarkably ambitious: Make innovation happen at P&G.

To remain the world's preeminent maker of useful stuff for the house, P&G needed to make a lot of changes very quickly and appointed Claudia Kotchka as the company's first-ever VP for design strategy and innovation in 2002.

Her job was remarkably ambitious: Make innovation happen at P&G!

And she did through up-endeding the status quo in P&G's product development process. She made several bold moves that any company may want to consider.

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