A.G. Lafley famously transformed a troubled Procter and Gamble into a powerhouse with a design-centric culture whose market value increased by over $100 billion dollars during his tenure. His pick to facilitate the change to a consumer and design driven company was Claudia Kotchka, P&G’s VP for Design Innovation and Strategy. Here are some of her lessons: Elevate Design to the Top If the CEO isn’t on board, cultural change efforts are doomed to fail. Kotchka turned the job down twice until CEO A.G. Lafley signalled design’s importance by making the position a direct report to him. As a result, Kotchka had the authority to send the company’s top 40 executives to spend a day at design firm Id
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