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P&G's culture of design: an evolving effort

The task of developing a culture of design is daunting for a consumer products company as enormous as Procter & Gamble.

Claudia Kotchka, vice president of design innovation and strategy, says the effort, launched in 2001, remains a work in progress. But beyond infusing the importance of aesthetics throughout the company, the new culture of design at Procter & Gamble is pushing the following initiatives:

Developing inspirational workspaces. These spaces promote collaboration and also recognize that designers work differently than other professionals within the company.

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