Mauro Porcini

You know, you're there.

You exist.

How do you define your identity?

How you find ways to connect with others?

And now you give purpose to your life without the traditional interpretation of a job.

That's, I think, is one of the most beautiful design projects of the next decades.

You've talked about how human-centered innovation is first and foremost an ethical and moral responsibility.

Have you faced resistance when you position design in moral terms in the various organizations you've been a part of?

I don't talk too much about that.

For a simple reason, in business, these companies...

They're there to make a profit.

I mean, it's the nature of the business and it's okay.

It's good.

I mean, it's the nature of the entity, the industry and the world business.

So you need to talk the language of business and you need to show these companies how whatever you do, drive business.

The ethical responsibility is what human beings in these businesses have, one, and two, is what the organization, the corporation decides to have because it's a responsibility that these companies have, especially if they're big.

It's a decision.

The more you create a connection between the business value, the financial value on one side and the ethical responsibility on the other, the more powerful...

The equation is, but mostly the more you can push that ethical responsibility.

So what I pitch is for people, not just designers, but for people in these companies, big and small, to have that ethical compass, to have that need to