What can we offer you?

We help established organizations create new offerings, manage innovation portfolios, and build a culture of innovation. We:

  • Explore and analyze new technologies
  • Identify user needs and emerging opportunities
  • Develop new products, services, and businesses
  • Review and guide innovation portfolios
  • Help senior leaders drive a culture of innovation

We advise early-stage tech-oriented startups as they apply technology to satisfy real human needs, and create new brands and businesses. We:

  • Clarify the purpose and goals of the company
  • Illuminate key needs and ideal user experience
  • Define brand strategy, positioning, and message
  • Help build a team and a network of collaborators
  • Strategize for growth, funding, and partnerships

We deliver long term competitive advantage by…

  • bringing new capabilities into the world through Technology

    bringing new capabilities into the world through Technology 

  • innovating revenue models & brands to create strategic value for Business

    innovating revenue models & brands to create strategic value for Business

  • creating remarkable products & experiences through human-centered Design

    creating remarkable products & experiences through human-centered Design

TBD Innovation Diagram

What we believe

We believe in collaborating with smart, nice, and ambitious people who want to change the world.

We believe in purpose-driven organizations, and “starting with why.” By looking inward, understanding our values, and articulating the purpose of our brand, we give direction and inspiration to our organization.

We believe that, as design professionals, we only create value when we make another person’s life better in some way. Once we know how to do that that, we can go about creating an innovative business to capture that value.

We believe that the principles of Design Thinking are life values: self-awareness, observation, empathy, creativity, analysis, synthesis, prototyping, experimentation, iteration, and improvement.

Past Projects

Lily

Self-administered Auto-injector

Lily

Self-administered Auto-injector

Lilly had a pipeline of monoclonal antibody therapies intended to be self-injected by patients, and Craig’s team worked to deeply understand user needs and technical feasibility, and create a family of automatic devices which are easy for patients to use and help them live healthier lives.

Brunswick

Advisor and Design Thinking Coach

Brunswick

Advisor and Design Thinking Coach

Working with senior leaders in Technology, Innovation, and Design, Craig provided advice on a range of new product initiatives, helped develop a Design Thinking Training Program, and co-lead a number of Design Thinking training sessions with senior leaders across business units.

Outerwall

Internal Venture Strategy

Outerwall

Internal Venture Strategy

Before it was renamed Outerwall, with Coinstar and Redbox as the anchor businesses, this company funded and guided seven internal “startups.” Craig counseled the Venture GMs and provided a portfolio management strategy.

Pyrex

Measuring Cup

Pyrex

Measuring Cup

Craig oversaw the team that redesigned this icon of American kitchens, bringing a bold read-from-above shape and bold easy-to-read graphics, while respecting the values of the brand.

Digital Check

Diversification Strategy

Digital Check

Diversification Strategy

With its core paper check scanner business facing eventual decline, Digital Check engaged TBD Innovation to articulate core values and capabilities, and envision future products and businesses for diversification.

Corningware

Simply Lite

Corningware

Simply Lite

By adapting a proprietary manufacturing process, Craig’s team was able to create a new class of bakeware which was remarkably light, durable, and easy to clean, growing the category.

Life Fitness

Advisor and Design Contributor

Life Fitness

Advisor and Design Contributor

Life Fitness launched InMovement as an internally incubated startup focused on movement and health in the workplace. Craig was an innovation advisor to the founders, and contributor to one of the flagship product concepts.

ST Imaging

Imaging Technology Exploration

ST Imaging

Imaging Technology Exploration

Lilly’s Drug Development Group was given the opportunity to design and construct a new lab building. TBD Innovation engaged with the technical staff to reveal and articulate their values and innovation goals, and translated these into design directives to guide the architects in the design of the new lab, and led the staff to instill collaborative behaviors and build a more innovative culture.

Leo Burnett

Farmhouse Innovation Center

Leo Burnett

Farmhouse Innovation Center

Craig was Co-founder and Senior Fellow for Farmhouse, the innovation center which created new products and services for major consumer brands, interweaving this innovation with the remarkable consumer brand marketing for which Leo Burnett is famous.

World Kitchen

Global Design Competition

World Kitchen

Global Design Competition

Craig conceived and launched an annual open design competition, receiving hundreds of submissions from around the world which were juried by leading designers.

Northwestern

Designing Product Interactions

Northwestern

Designing Product Interactions

At Northwestern’s Segal Design Institute, Craig created and now teaches Designing Product Interactions, which is an experimental course, combining multi-sensory perception and mechatronic engineering design to explore this new experiential frontier.

Northwestern

Student Mentor and Project Advisor

Northwestern

Student Mentor and Project Advisor

At Northwestern’s Segal Design Institute, Craig mentors individual graduate students on their thesis projects, and guides MBA student teams on corporate-sponsored design projects.

P&G

Crest Neat Squeeze

P&G

Crest Neat Squeeze

Early in Craig’s career he designed the clean, easy-to-use snap cap for this remarkable toothpaste package, of which over 1 billion have been produced.

Craig using 3d tech

About Craig

As founder and principal consultant of TBD Innovation, Craig works with a network of collaborators to help leaders understand important changes in technologies and human behaviors, while envisioning and bringing new futures to life.

Craig was a leader and founder at IDEO, and today he inspires leaders see the big picture, and make connections across departments, domains, and industries. Craig helps others think better – about themselves, their organization, and the future.

In addition to leadership skills, Craig’s expertise includes:

  • Translating new technologies into experiences
  • Building brands through “Story Driven Design”
  • Healthcare and wellness innovation
  • Micro-interactions and “the human side of IoT”
  • Guiding portfolios of projects and new ventures

The secret language of objects | Craig Sampson | TEDxNaperville

Have you ever pushed a door you were meant to pull? It’s not your fault. It’s the door’s. Human-centered designer Craig Sampson shares how objects “speak” to us and teaches us what we can do to listen.

Contact Craig

You can reach him by phone at (847) 721-4336, or feel free to e-mail him at craig@tbdinnovation.com.