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2. P&G Case
study

4. P&G faced declining revenue, stagnant profits, and
market share losses in the early 2000s.
CEO A.G. Lafley recognized the importance of design
and appointed Claudia Kotchka to lead the design
thinking efforts.
Challenges were faced in building a design-thinking
culture, but the efforts resulted in increased
innovation and market share.
E X E C U T I V E S U M M A RY

5. EMPATHY MAPS
P&G Case Study

9. POINT OF VIEW
P&G Case Study

14. BRAINSTROMIN
G
P&G Case Study

19. PROTOTYPE
P&G Case Study