Episode 3: THE CEO Who’s Designing The Future

BRACKEN DARRELL

CEO, Logitech

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In the third episode of The Storied Future Podcast, Chris talks to Bracken Darrell, the CEO of Logitech, about how a design-led narrative can help any company reinvent itself.

In 2013, Logitech was a computer peripheral maker facing a bleak outlook due to a plateau in worldwide PC sales.

So Darrell hired Nokia design guru Alastair Curtis, moved R&D budget out of mice and keyboards and into sectors with growth potential, and reorganized the company around a set of design principles inspired by Dieter Rams.

In the process, he and Curtis transformed Logitech from an engineering-led company into a design-led company and kickstarted an era of growth for the company.

In this conversation, Chris and Bracken cover:

  • How Bracken’s relationship with Dieter Rams made him a true believer in design thinking
  • Bracken’s 2007 speech about the coming design revolution and how he brought that narrative to life
  • Why he believed a faltering company was the ideal candidate to prove the power of design
  • The childhood loss that drove Bracken’s relentless pursuit of a better future
  • Why he fired and rehired himself—and why he makes his leadership team do the same
  • Logitech’s commitment to a sustainable, carbon-negative, more inclusive future

And much more!

ABOUT BRACKEN

Bracken’s LinkedIn ~ Bracken’s Twitter

Under Bracken Darrell’s ten years of leadership as president and CEO, Logitech has reinvented itself into an award-winning design company, an industry force in pursuing a more sustainable and equitable world, and a top performer on the SIX Swiss stock exchange and NASDAQ.

Bracken is a proponent of design and the liberal arts in business, especially of their role in innovating product experiences for consumers. As a result, Logitech has been the recipient of numerous awards, including more than 200 design awards over the past three years from the likes of iF Design, Red Dot, and Fast Company, and numerous sustainability awards.

Bracken himself has been named Swiss CEO of the year by Obermatt three times in the past four years, and received the 2022 Edison Achievement Award.

Bracken brings to Logitech nearly thirty years of experience in product, people, and brand management through design. He has worked around the world on iconic brands like Old Spice, Gillette, and Braun, where he was president. He has spent time at P&G, Arthur Anderson, PepsiCo, GE, and Whirlpool.

Since 2018, Bracken has been on the board of Dean Advisors of the Harvard Business School and the Board of Directors of Life Biosciences. He holds an M.B.A. from Harvard Business School and a B.A. in English from Hendrix College in Arkansas.

ADDITIONAL RESOURCES