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McKinsey Talk on Design for a Better World


The former Apple VP and University of California Design Lab director explains why leaders should take the “humanity-centered” approach and adopt sustainable technologies and business models.

In this edition of Author Talks, McKinsey’s Ben Sheppard chats with researcher, professor, and former executive, Don Norman, about his new book, Design for a Better World: Meaningful, Sustainable, Humanity Centered (The MIT Press, March 2023).

From collaborating with generative AI to building a minimal-waste circular economy, Norman builds on the foundation of human-centered design to project the next phase of sustainable innovation and answer the question, “What can we do to make a difference for the entire world?” An edited version of the conversation follows.

McCormick did an excellent job of transcribing the discussion, accompanying it with short, relevant, video excerpts. It must have taken them quite a bit of work to do this, but the results show that the time spent is worthwhile.