Mauro Porcini

And even in the 13 in consumer goods, tech was always a reference.

Every new technology.

technological product, new gadget, I will buy it right away, you know, to try to, because it's exciting to me.

And yes, so, but again, exactly what happened 13 years ago in PepsiCo, many people now are like, well, but it's coming from brand and consumer goods.

Well, actually, no, now I have the two experiences, so...

What changes when the object of design becomes as much about infrastructure when your work lives in people's homes and pockets and on their bodies?

Is there a different way in which you approach that type of design as opposed to a fast-moving consumer goods, or do the tenets really remain very similar?

Yeah.

I think there are a lot of similarities.

What you need to do is to deeply understand the people you serve.

And in consumer goods, there is a tendency that is probably driven by a culture of marketing or looking at people as consumers and focusing so much on the moment of purchase, what Procter & Gamble used to call the first moment of truth.

It's so quaint now, right?

But, you know, that moment is what often defines CPG, you know, that industry.

Because there is so much focus on what happened in Walmart, in Target, in the store.

As an industrial designer, I've been trained to think about the user, you know, how people use those products.

And so when I joined the world of CPG, when I entered the world of CPG,

My mission was to remember everybody that we shouldn't look at people as consumers and think just about that first moment of truth, but focus on that second moment.

Every other moment after that.

Yeah.

Once it's in your house, what do you do then?