In this episode, Todd Bracher, founder of BRACHER, joins host Rebecca Kalogeris to explore the transformative concept of contextual design. Todd, a three-time International Designer of the Year and author of Design in Context: A Framework for Strategic Differentiation, shares his philosophy on creating products that are not only aesthetically pleasing but also deeply integrated into the market and user ecosystem.
Key Takeaways:
- Contextual Design for Differentiation: Discover how understanding the broader ecosystem—user needs, market trends, and organizational capabilities—creates truly differentiated products.
- Design as a Bridge: Learn how design can connect business objectives with user outcomes, emphasizing collaboration between designers and product managers.
- Tools for Innovation: Explore Todd’s Market Efficacy Index, a practical tool for assessing the potential of new ideas across market need, scalability, differentiation, and integration.
- Designing with Impact: Hear how Better Lab’s exploration of UVC germicidal light technology exemplifies contextual design in action, addressing real-world challenges like hygiene and safety.
Guest Bio:
Todd Bracher is the founder of BRACHER, an industrial design and advisory firm dedicated to integrating design, science, and business to drive innovation and growth. Todd has collaborated with major brands like 3M, Georg Jensen, and Issey Miyake to launch more than 200 products, earning two dozen patents along the way. A three-time International Designer of the Year, Todd is the author of Design in Context: A Framework for Strategic Differentiation, a groundbreaking book on leveraging contextual design for strategic success.
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