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Reimagining Design

Reimagining Design

Unlocking Strategic Innovation (Simplicity: Design, Technology, Business, Life)

Kevin G. Bethune
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The power of transformative design, multidisciplinary leaps, and diversity: lessons from a Black professional’s journey through corporate America.


Design offers so much more than an aesthetically pleasing logo or banner, a beautification add-on after the heavy lifting. In Reimagining Design, Kevin Bethune shows how design provides a unique angle on problem-solving—how it can be leveraged strategically to cultivate innovation and anchor multidisciplinary teamwork. As he does so, he describes his journey as a Black professional through corporate America, revealing the power of transformative design, multidisciplinary leaps, and diversity. Bethune, who began as an engineer at Westinghouse, moved on to Nike (where he designed Air Jordans), and now works as a sought-after consultant on design and innovation, shows how design can transform both individual lives and organizations.
In Bethune’s account, diversity, equity, and inclusion emerge as a recurring theme. He shows how, as we leverage design for innovation, we also need to consider the broader ecological implications of our decisions and acknowledge the threads of systemic injustice in order to realize positive change. His book is for anyone who has felt like the “other”—and also for allies who want to encourage anti-racist, anti-sexist, and anti-ageist behaviors in the workplace. Design transformation takes leadership—leaders who do not act as gatekeepers but, with agility and nimbleness, build teams that mirror the marketplace.
Design in harmony with other disciplines can be incredibly powerful; multidisciplinary team collaboration is the foundation of future innovation. With insight and compassion, Bethune provides a framework for bringing this about.


Table of Contents:
Foreword by John Maeda ix
1 Facing Uncertainty with Hope 1
2 My Story of Multidisciplinary Leaps 13
3 Design (Mis)perceptions 35
4 Future Foresight 55
5 Impact 85
6 Breadth and Depth 117
7 Design Transformation 135
8 Mirroring Our Diversity 161
Acknowledgments 175
Notes 179
Suggested Reading 185
Index 189



Kevin G. Bethune is the Founder and Chief Creative Officer of dreams - design + life, a think tank for design and innovation. Over a career that spans more than twenty years, he has worked in engineering, business, and design.


  • Publisher: The MIT Press (March 15, 2022)
  • LanguageEnglish
  • Hardcover208 pages
  • ISBN-100262046504
  • ISBN-139780262046503
  • Item Weight12 ounces
  • Dimensions5.56 x 0.79 x 8.31 inches

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