I’m a bit late to this story, but enjoyed it nonetheless. I consulted to both Pepsi and Coca-Cola in the 90’s — early 2000's on the design of all their iconography but most importantly their packages. For additional interesting insights, check out how they transformed the unbelievably red-necked and rural Mountain Dew into something SV techies craved. While Alan Pottasch’s genius jumpstarted the move to a user focus, Pepsi developed it further into a vast and sophisticated design research process that contributed in many ways to work we now take for granted. The focus on user perception is admittedly dangerous if misused, but still a move in the right direction.

Entrepreneur, collaborator, mentor, and generally happy person.

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