Gavin Ivester – A world of possibilities

Tom talks with innovation leader and brand builder Gavin Ivester. Gavin is the former Vice President of Design for Bang & Olufsen, the beloved maker of artful audio equipment and televisions. Gavin talks about creating a principle driven design strategy that delivered double-digit growth in a painfully competitive market, how he started at Apple where he was employee number 2,454, and how he made the change from forklift driver to designer of the original PowerBook. Gavin also speaks about the breakthrough design decision of the PowerBook that's impacted every laptop since, the implications of design principles, how "honesty in materials" promotes sustainability and superior customer experience, how great design and great craftsmanship together create longevity and explain why it can be worth paying $20k for a TV. Gavin also discusses what he learned at Puma where his career shifted from design to product as head of the footwear division, and why licensing can be a sinkhole for your brand equity. Tom ends with a discussion of "the shadow" and how it's reflected in industrial design and managing your life as a product, and Gavin takes us home by talking about the implications of having a successful career on raising children, and what products he loves.