The Mauro Porcini Era: Co-Creating Samsung’s Design Future

The design community is abuzz with excitement following the news of Mauro Porcini’s appointment as Samsung’s new Chief Design Officer. First and foremost, congratulations are in order for Mauro as he embarks on this significant opportunity.

My interest in Samsung’s experiment of bringing a high-profile designer on board as its design leader and brand ambassador extends beyond what the company may expect from Mauro. The real question is whether Samsung is ready to learn from and adapt to the changing realities of the marketplace.

I am reminded of the proverb, “You can lead a horse to water, but you can’t make it drink.” This adage suggests that while one can provide opportunities and guidance, ultimately, one cannot force others to take action or accept advice.

Mauro’s primary challenge will be to nurture a learning culture within Samsung, emphasizing curiosity and imagination. Through design leadership, he can guide Samsung toward a brighter future. Capitalizing on the enthusiasm surrounding his appointment, Mauro has an opportunity to foster a significant shift in Samsung’s design approach by embracing a participatory culture.

This approach is best encapsulated by the phrase, “design with people rather than for people,” emphasizing the importance of involving everyday individuals — including current and future customers of Samsung and those within the company’s value chain. To create a more inclusive and innovative environment, all stakeholders must have a voice in shaping Samsung’s vision and charting the path to success.

Drawing from my worldwide research over the past 30 years for leading global companies, including Samsung, I’ve learned that thriving in a fast-changing marketplace starts with acknowledging the limitations of an organization’s current knowledge. Understanding and interpreting real-world change requires a commitment of time from individuals at all levels of the organization to connect, communicate directly with one another, and engage with customers.

This collaboration is crucial because evolving mindsets call for innovative value creation approaches. Instead of relying on singular design heroes, organizations must recognize and embrace diverse voices that shape customer imagination and expectations. It’s clear that companies need to engage with social imagination to facilitate the emergence of designs that resonate with people.

The key concept for Samsung to embrace is co-creation. By leveraging South Korea’s unique culture while paying attention to the creative imagination of global communities, a new design language will emerge from this fusion. Mauro can serve as a facilitator of this process, weaving together diverse threads to form the fabric of tomorrow. However, the question remains: will Samsung create the necessary space for collaboration, cooperation, and co-creation?

I wish Mauro Porcini success in his new endeavor to co-author a dream that will shape the future.