As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked.

Why you should listen

As creative director at the influential design and innovation company Ideo, Paul Bennett manages to keep his eye on the little things that matter, though his clients are among the biggest in the world (Procter & Gamble and Pepsi, to name but two). "Small is the new big,"Bennett says. And his design approach reflects this philosophy. For often, it's not the biggest ideas that have the most impact, but the small, the personal, and the intimate.

Trained as a graphic designer, Bennett is a pragmatic design evangelist, preaching fervently that design can make the world a better place, and providing playful, inspired examples of how it does.

What others say

“Paul has run many large branding programs, all from the same basic premise: that great design springs from singularity of vision, courage and collaboration.” — Advertising Age

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April 20, 2007

Showing a series of inspiring, unusual and playful products, British branding and design guru Paul Bennett explains that design doesn’t have to be about grand gestures, but can solve small, universal and overlooked problems.

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