NEW GROWTH REQUIRES NEW PERSPECTIVES
We help you innovate and create New Products, New Services, and New Businesses.
NEW GROWTH REQUIRES NEW PERSPECTIVES
We help you innovate and create New Products, New Services, and New Businesses.
We help established organizations create new offerings, manage innovation portfolios, and build a culture of innovation. We:
We advise early-stage tech-oriented startups as they apply technology to satisfy real human needs, and create new brands and businesses. We:
bringing new capabilities into the world through Technology
innovating revenue models & brands to create strategic value for Business
creating remarkable products & experiences through human-centered Design
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.
Lily
Lily
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
Brunswick
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
Outerwall
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
Pyrex
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
Digital Check
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
Corningware
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
Life Fitness
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
ST Imaging
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
Leo Burnett
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
World Kitchen
Craig conceived and launched an annual open design competition, receiving hundreds of submissions from around the world which were juried by leading designers.
Northwestern
Northwestern
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
Northwestern
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
P&G
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.
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:
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.
You can reach him by phone at (847) 721-4336, or feel free to e-mail him at craig@tbdinnovation.com.