Mauro Porcini is the Chief Design Officer at PepsiCo. The lecture titled Design as a new asset to drive meaningful innovation offers interesting insights on how to apply design thinking in business so as to enhance the strategic processes to identify needs and opportunities and the approach to problem solving. After having worked for several years at 3M, both in Milano and in Saint Paul, Porcini joined Pepsi Co in 2012 as the Chief Design Officer, a role created expressely for him. He is responsible for infusing design thinking into the company’s organization and culture by globally managing design with a creative, innovative, and consumer-centered approach for all the PepsiCo’s brands. Mauro Porcini has been selected by Fortune as a 40Under40 business leader and by Fast Company as one of the 50 Most Influential Designers in America.