What can we offer you?

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

  • Explore and analyze new technologies
  • help articulate organizational values and vision
  • 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.

  • 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
  • Provide and guide design & development activities
  • 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 by pushing the boundaries of 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

Rise Gardens

Smart Home Garden

Rise Gardens

Smart Home Garden

Rise Gardens is bringing the beauty and healthiness of fresh produce into people’s homes. TBDI designed their modular, smart, connected hydroponic garden to be easy to set up and a delight to use. The team provided research, ID, Engineering, UX, instruction design, and even named the company.

Lilly

Self-administered Auto-injector

Lilly

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 highly manufacturable, easy-to-use family of automatic devices, including that used for Trulicity today.

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 advised the individual Venture GMs to innovate and grow their businesses, and provided a portfolio management strategy to the company.

Noodles & Company

Reimagined ToGo Experience

Noodles & Company

Reimagined ToGo Experience

By studying real customers and employees, the TBDI team created a journey map full of opportunities – products, environments, app features, and service - to improve the experience of ordering, picking up, and dining off-premise, creating a remarkable “Noodles ToGo Experience.”

Noodles & Company

Retail Fixture

Noodles & Company

Retail Fixture

As part of the new Noodles ToGo Experience, the TBDI team evaluated all of the physical constraints (including ADA regulations and human factors), and designed an attractive terraced fixture to hold and display ToGo orders. The result was enhanced store capacity, efficiency and customer delight.

Brunswick

Advisor & Design Thinking Coach

Brunswick

Advisor & Design Thinking Coach

Brunswick is a world leader in recreational boating. Craig provided advice on a range of new product initiatives, helped develop a Design Thinking Training Program, and co-led a number of Design Thinking training sessions with senior leaders across business units.

Pensam Residential

Values, Vision & Community

Pensam Residential

Values, Vision & Community

Pensam is a real estate developer seeking to create a remarkable new active adult living experience. The TBDI team articulated Pensam’s values, gleaned real-world insights, and created design principles and concepts to guide the architects and managers of a new residential community in Denver.

Pensam Residential

Brand Identity

Pensam Residential

Brand Identity

Building on the values and design principles established when designing the resident experience, the TBDI team identified the new brand name and created the visual identity to represent the aspirations for this new active adult community: Airie Denver will open in 2020.

Lilly

Innovation Hub Facility

Lilly

Innovation Hub Facility

Working directly with scientists and engineers, the TBDI team helped create a vision for future pharma development work which is more collaborative and innovative. The team established guiding principles and design concepts that guided the creation of this recently-opened state of the art Laboratory and Innovation Hub.

Pyrex

Measuring Cup

Pyrex

Measuring Cup

Innovating within an existing brand requires deep understanding of the brand values, respecting history while forging the future. Craig oversaw the team that redesigned this icon of American kitchens, bringing a remarkable read-from-above shape and bold easy-to-read graphics.

Digital Check

Diversification Strategy

Digital Check

Diversification Strategy

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

Corningware

Simply Lite

Corningware

Simply Lite

Sometimes technical innovation requires a fresh look at established capabilities. By adapting the proprietary multilayer glass manufacturing process of Corelle dinnerware, 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

Design Advisor and Contributor

Life Fitness

Design Advisor and 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

The engineers at ST Imaging developed a new camera module with advanced imaging capabilities, and were seeking new growth areas. The TBDI team studied trends in technology, markets, and users, and identified a range of products and markets representing growth opportunities.

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 offering with the remarkable consumer brand marketing for which Leo Burnett is famous.

P&G

Crest Neat Squeeze

P&G

Crest Neat Squeeze

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

Northwestern University

Designing Product Interactions

Northwestern University

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 University

Student Mentor & Project Advisor

Northwestern University

Student Mentor & Project Advisor

At Northwestern’s Segal Design Institute, Craig mentors individual graduate students on their thesis projects, and advises MBA+Design student teams on business innovation challenges with corporate sponsors.

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.

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, and then envision and bring 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 Us

We’d love to hear from you about your innovation goals.

initiate@tbdinnovation.com.