Named after Ernest O. Lawrence, UC Berkeley’s first Nobel Laureate, The Lawrence Hall of Science’s wide-ranging products, services, and tools developed organically over half a century. To begin to make sense of the breadth and depth of its offerings, IDEO asked leadership and staff to surface the myriad activities, audiences, and relationships with external partners, enabling the group to visualize—and make sense of—the totality of The Lawrence brand.

During in-depth research with parents and kids, educators, and experts, IDEO discovered that each of these audiences had distinct mindsets. Parents and kids engaged with The Lawrence to explore, have fun, and dive deeper into a specific topic. Educators utilized it for professional learning opportunities and to discover new, exciting classroom tools. While experts, including UC Berkeley faculty, STEM educators across the US, and funders, viewed the center as a resource for best-in-class STEM education research. The mindsets highlighted The Lawrence’s unique capabilities, but the complexity also created some opportunity areas, including ways to use storytelling to create emotional resonance around The Lawrence’s core values and how to design a unified narrative to connect the dots across audiences and offers.

Building on its strengths as an institution and the identified opportunity areas, IDEO created a modern, vibrant, and flexible brand that strategically and visually unites all of The Lawrence’s offerings, working across digital and physical media. Grounded by a grid system, the updated brand identity is simultaneously rigorous and fun, featuring a bright color palette and signature retro-cool super-nova mark. Different offerings are bundled together based on different audience needs, preventing confusion and easing navigation. Even the name of the science museum, The Lawrence Hall of Science, was updated to a more contemporary and approachable, The Lawrence, inspired by The Met.

The Lawrence unveiled its new brand with much fanfare in late 2018 as part of its year-long 50th anniversary celebrations. Visitors can see the updated identity across all public-facing elements, including The Lawrence’s website, curriculum and educator materials, letterhead, collateral, and exhibition and wayfinding signage. The redesigned brand has been credited with bolstering the popularity of the science center among families and schools and causing ticket sales to return to—and exceed—pre-pandemic levels. Internally, the rebranding effort has helped generate excitement and energy across departments, helping solidify a collective future strategy and vision for its next 50 years.

The Lawrence Hall of Science’s diverse offerings had grown extensively over the decades, creating a confusing and disjointed experience for its various audiences. On the eve of its 50th anniversary, Lawrence leadership sought a brand refresh to better connect with its target audiences and differentiate itself in the STEM education ecosystem.

Over $6M in new funding

raised to transform and modernize The Lawrence, thanks to IDEO's rebranding effort

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When Greene King approached IDEO in early 2022, it was (and still is) one of the UK’s leading hospitality brands, with over 2,600 pubs, restaurants, and hotels. At that time, consumers in the UK and other parts of the world were beginning to rediscover the joys of travel after years of pandemic lockdowns. Greene King’s newly formed Venture Hotels Team wanted to understand how guest expectations had shifted during Covid-19 and how a new customer-centric hotel brand and signature service experience might meet—or exceed—their expectations.

To get inspired, the IDEO team interviewed a range of travelers of different ages and backgrounds, met with hospitality and luxury experts, and conducted immersion visits, including visiting high-end hotels. The research revealed modern travelers want unique hotel experiences that cater to their curiosity, support local communities, and are environmentally sustainable. Luxury, which once meant “exclusive,” was now about enabling one-of-a-kind cultural experiences. Today’s travelers value inclusivity, accessibility, and well-being; they want to feel welcome, do things at their own pace and have thoughtfully curated options to choose from. They also expect hospitality practices to be ethical and sustainable, contributing to the welfare of local communities and the planet.  

Building off this research, IDEO crafted a new entry proposition for Greene King’s new Everly Hotels Collection called “The Discover Collection,” which leverages the best parts of a classic British pub and inn—bespoke historic locations full of character, culture, and stories—while offering guests a modern experience from pre-arrival to departure, all grounded in supporting the communities they are in.

Signature moments include a warm welcome during check-in, as well as staff recommendations and local maps highlighting neighborhood gems. During their stay, guests enjoy expansive seasonal food menus, as well as a beverage menu that includes a wide variety of locally brewed, distilled, and crafted drinks by local suppliers. Rooms feature a smuggler's treasure chest with a surprise treat. Art and books from local talent are on display throughout the hotel, and local experts lead activities and events. Guests tangibly experience Greene King’s commitment to sustainability through its use of local materials, produce, talent, and partnerships, all designed to support the surrounding community. Upon departure, guests receive a personalized postcard.

In addition to the hotel experience moments, IDEO delivered branding recommendations for The Everly Hotels Collection, including visual identity and tone of voice that provide a cohesive look and feel for the collection of hotels while simultaneously showcasing each property's unique character. This was all packaged as an experience playbook, with design principles and briefs to help guide implementation decision-making across Greene King’s marketing, digital, interior design, and food and beverage teams.

A few months after the project ended, Greene King launched The Everly Hotels Collection. Its pilot hotel, The White Horses in Rottingdean, East Sussex, opened within the year. The new brand and guest experience strengthened bonds with Greene King’s loyal customers and first-time guests, ensuring the brand's relevance and appeal in a competitive market. More hotels are planned in the future in other scenic UK locations.  

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Greene King wanted guests to have a consistent brand experience while maintaining the storied charm that makes each property unique.

2 years

from concept to the launch of Greene King’s boutique Everly Hotels Collection

1 pilot hotel

The White Horses opened in Rottingdean in 2024

The hard drive space is full of companies competing over technology and performance. But iodyne wanted to add another layer, focusing on user needs and product aesthetics to better position the company to meet the values of a broader audience and create compelling new entrants into this crowded market.

Together, IDEO and iodyne jumped into in-depth discovery research to learn more about the needs of their end users. The team sat down with photographers, videographers, and digital imaging technicians, asking questions about their file management systems, how they used hard drives in the field, and how they stored them for transport and at home. They also headed to the source, visiting studios and home office set-ups to understand the full range of potential use cases.

A few big discoveries leaped out. No one had a single storage solution to rely on. Users constantly transferred data from different hard drives designed for different purposes (in the field versus at home), accumulating hundreds of old hard drives over time. Traditional hard drives also don’t allow multiple users to work off them simultaneously or come with software systems that help keep projects and tasks organized, protected, and sharable. Meanwhile, the ever-shrinking size and weight of laptops—and people’s willingness to take them everywhere—set a new benchmark for portability, one that iodyne could lean into.

With these and other insights in hand, the team brought unrivaled performance and aesthetics together to create a far superior user experience. IDEO and iodyne developed Pro Data’s engineering architecture, collaborating on thermal performance analysis, material choice, inspection of sample parts, and even packaging design. By combining integrated venting, multiple laptop-quality fans, smart power management, and 20 thermal sensors, the team was able to minimize cooling fan loads and reduce noise and power consumption. A single, centralized, and consolidated storage space makes sharing data among teammates easy, too—up to four computers can connect to the Pro Data at the same time and access the same files. The redesigned Pro Data creates new value for consumers in a highly mobile, secure package that can go from desktop to backpack and back again.

The iodyne Pro Data hard drive launched in 2021 to overwhelmingly positive reviews. Storage Review wrote “Nothing else comes close to this level of performance in a package this size,” while Jemery Boros of StarGate Studios said “I don’t think I could have done the shoot without Pro Data. It was easy to use, fast, and kept all of our data safe on the other side of the world.” The drives have since been used in the making of major motion pictures from F1 to A Complete Unknown.

Spurred by Pro Data’s success, iodyne decided to create a second product with IDEO, a Pro Mini that could provide the same cutting-edge performance and sleek design but scaled down to fit the needs of customers who required less storage capacity in an even more portable package. Pairing Pro phone-quality industrial design with a unique internal solid-state cooling architecture that imposed key constraints on airflow was critical.

IDEO worked with iodyne to create the Pro Mini’s internal layout and collaborated with an emerging engineering company to incorporate novel solid-state cooling technology, positioning the vents to maximize airflow and optimizing how users physically interact with the device. The team also addressed users’ durability concerns, advising iodyne on part selection as samples came in from vendors. The new Pro Mini is set to ship in the second half of 2025.

Hard drives are essential tools of the trade for people with large troves of media to store and transfer, like photographers and videographers. But beyond rolls of masking tape and label makers, there isn’t an easy way to see what’s on each drive without literally going through them one by one.  

Traditional hard drives generate a lot of heat and need fans to cool them, making them bulky, loud, and slowing transfer speeds.  

Many external hard drives are treated like commodities. They’re designed for mass production rather than for durability and aesthetics.

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2 cutting-edge hard drives

to market in 3 years

LACDMH is the nation’s largest public mental health department, serving over 10 million people. The agency provides critical support for the most vulnerable, including staffing a toll-free, 24/7 Help Line. Since late 2024, more than 70 Field Intervention Teams—comprised of mental health clinicians (social workers, psychologists, licensed psychiatric technicians, and registered nurses) and community health workers (trained peers or community members with lived experience)—have been dispatched around the county to help de-escalate mental health crises quickly, compassionately, and without force.

Because those experiencing a crisis are often too disoriented, confused, or otherwise unable to seek help for themselves, IDEO’s communication strategy targeted reaching “trusted messengers”—parents, spouses, siblings, and friends of people who have a mood or personality disorder like schizophrenia or bipolar disorder. The campaign aimed to define mental health crises, help people understand what to expect when they call, build trust in FITs, and divert mental health crisis calls away from 911.

To understand what drives these specially trained mental health professionals to do this type of work—and what sparks trusted messengers to call for help—IDEO met and interviewed former clients and loved ones who had reached out to the county for support during a mental health crisis. The team also interviewed multiple FIT staff to learn more about how they approach clients and families.

The research inspired the communication strategy’s central idea: position FIT members as real-life superheroes and first responders. By associating FITs with that term, the campaign changes the narrative and communicates their compassion and expertise to those in crisis. Custom illustrated portraits feature actual FIT staff in strong, action-figure-style poses, while a bright, eye-catching color palette and clear, direct language convey confidence and inspire trust.

The team explored their initial design directions in a series of focus groups with LA residents, trusted messengers, and county and mental health workers to better understand the impact of the potential messaging and visuals. The research uncovered the importance of clarity, even in an inherently emotional situation. The  IDEO team discovered that transparency—and real personal stories—would be the key to building public trust in ACR.

Between March and June of 2025, the robust awareness campaign will run across LA County in a number of languages on city buses, in Metro stations, on social media, streaming TV,  radio, and more. An updated landing page on LACDMH’s website includes in-depth information and educational videos about mental health crises, as well as heartfelt testimonials from staff and former clients who have been helped by the service.

LA County Department of Mental Health created an innovative new program to provide urgent, compassionate care to Angelenos experiencing a mental health crisis but needed help driving awareness of its service across the region.

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Calling 911 is an entrenched behavior in an emergency. However, dispatching police officers who are not trained in mental health can make a bad situation worse. In 2022, 39 percent of people shot by LA police officers were in the midst of a mental health crisis.

172 million impressions

delivered via digital and physical ads across LA

50% increase

in calls to the ACR helpline, year-over-year, attributed to IDEO’s awareness messaging

24%

of Angelenos now name LACDMH as the first to call in a mental health crisis, leapfrogging 911 or the police, which slipped 14.3 points

1. Get out of your head

When the music comes on, I let go of what’s in my head and let my body take over. Learning the steps mechanically will never get me into the groove—I have to connect to the music to find my flow.

Design work is no different. Exploring the future of the credit card (yes, that’s part of “design” work here at IDEO) probably won’t have you jumping out of bed; you have to find something in the challenge that moves you. In this case, it was understanding that the card could be about access—to that trip you often dream of taking, to the most amazing cup of coffee in a little-known cafe, to that stunning bag that is clearly missing from your collection. This shift, from payment to access, unlocks a whole new way of thinking about the opportunity. When you move beyond executing the mechanics and find a way connect to the opportunity on a deeper, more personal level, you will be able to bring your best creative energy to it.

2. Learn as you go

In class, we don’t see the full routine at the beginning. We learn it in parts and build as we go. This requires trust and patience: trust that the parts will add up to something bigger, and the patience to go through a process of trial, error, and repetition.

This runs counter to how I (and many people) work. Designers like to move fast—to begin with a vision and quickly start building it out. For example, imagine a smart, voice-activated delivery service for an older adult. You can probably already envision a prototype in your mind. But how will the service interact in a way that feels appropriately human? If the user asks the same question again and again, how will it respond to her? How might it share relevant information with her family and caregivers? Designing these details is critical to getting the service right. Even when the vision comes easily, following through requires is an exploratory process that requires patience. Putting in the time and effort to learn something new is sure to pay off when some unexpected revelation emerges.

3. Add your flare

Once I know the mechanics of the dance, the real work starts: a subtle swing of my hips, the way I hold my hands, adding my flare to a key transition. This is where I make what I’ve learned my own.

It can be scary to take something that’s been expertly designed and change it. When working through a new digital ecosystem for a retailer, a visually compelling user interface could stop you from questioning possible disconnects in the customer experience or retailer mechanics. But being part of a design team is about looking for places where your unique perspective adds depth and insight to what you collectively create. So don’t be afraid to put your post-it sketch on top of a beautiful screen. Sharing your point of view gets you to an even better design.

4. Get inspired, not competitive

During class I seek out the people in the room who pick up the moves quickly and execute them perfectly. When I start comparing myself to them, I always lose. But when I shift my perspective and instead draw energy and take pointers from those dancers, it opens up a world of possibilities. My moves improve and so does my confidence.

We all have high expectations for our work. But when you look at other people as reference points for how you’re failing, self-doubt invariably creeps in, preventing you from doing your best work. What if the next time you start to judge yourself, you pair up with a designer who inspires you to explore the challenge side-by-side? Your design jam session may not get you as sweaty as a hip-hop jam session, but you'll likely still find yourself smiling—and doling out a few high-fives along the way.

Illustrations by Yue Yuan.

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I wanted to try something new this year. Something that scared me a little bit. (Okay, a lot.) So I signed up for a hip-hop class. On the first day I almost didn’t go, but an hour into class I was covered in sweat, smiling from ear to ear, and high-fiving my fellow classmates. On Monday morning I found that what I learned in class had followed me to work. It was more than just the music in my head—there were other lessons to take from that class. Here’s what I discovered about how hip-hop can make you a better designer:

Today’s products were designed for the industrial era of browsing store aisles and making choices based on packaging. But now that we’re largely buying stuff online, it’s time to rethink that model.

So, IDEO’s London and Munich studios teamed up to create an exhibition of six circular design fictions called Never Finished. (We also worked on a design guide with the Ellen MacArthur Foundation, which you can find here.)

Circular products and the materials they’re made of are designed to be kept in use, to be regenerative, and not to be thrown away. Tomorrow’s things will also be smart—with sensors and software built into them—which will allow us to improve their usefulness over time. Circular products promise to save both money and the planet. (You’ve heard about the great Garbage Patch in the Pacific Ocean, right?)

Take a peek at the potential future of product design:

What if your makeup got better with age?

Infinity is a makeup service with packaging that is designed to get more beautiful, more useful, and more valuable as you use it. Housed in luxurious, long-lasting brass, Infinity’s lipstick holder and blusher case are designed to grow old with you. A built-in scanner (sensor) also captures skin health data, and orders (customized) refills when empty.

What if food packaging was redesigned for online shopping?

Food packaging is designed to attract people’s eye on a supermarket shelf, extend the lifespan of the product, and protect what’s inside from damage. But it’s over-engineered for online delivery, and it's hard to recycle. Clean is a new food packaging system designed for online delivery services. It’s refillable and easily decanted, recycled, or composted.

What if sneakers could be made better than new?

Once these sneakers are worn out, the owner simply bags them up in a pre-paid shipping pack and sends them back to the factory, where the sole is scanned and the materials are disassembled and processed for reuse. The factory then uses the scan of the sole to print a new shoe using the reclaimed materials—perfectly tailored to the user.

What if your household gadget sold itself?

Use Me/Lose Me is a usage-monitoring service that aims to get the most out of household appliances—even if that means changing owners. Using a web-connected chip, Use Me/Lose Me sends a text message to a gadget's owner quoting the latest price they could get for selling it. If the user wishes to sell, they can simply reply to the text message, which automatically uploads the item to an online auction site, arranging the entire sale, payment, and shipping.

We had a lot of fun pairing circular design principles with user needs. By exploring “what if” scenarios, we believe we have found more elegant solutions to the traditional linear path of make, use, dispose.

Of course, moving to a Circular Economy won’t be easy. Consumerism is a huge, gnarly, systemic problem, driven by shifting business models. But change will be driven by people who choose to buy products and services not because they’re circular, but because they are better.

We hope Never Finished feels like a gauntlet thrown down to you designers out there. Let’s make things that are better for the user, better for business, and better for the planet.

Already working on something circular? Tell us more!

What do you do with your stinky, worn out sneakers? How about that empty lipstick case? If you answered, “Toss it in the trash, of course!” you’d be completely normal. What other choice do we have?

Name: Katie Clark
Location: San Francisco
Role at IDEO: Digital Marketing Director
Joined IDEO: 2003
Twitter: @katieclark
Instagram: @katieclark
Titillating Fact: I once ran a marathon on what turned out to be half a functioning heart. I had heart surgery one month later—good as new!

1. NASA Social

I grew up in Central Florida watching more space shuttle and satellite launches from Kennedy Space Center than I can count. We had astronauts and astrophysicists as neighbors, and I had some pretty great show-and-tells in my day. I can still remember watching the Challenger explode and knowing instantly, even at age 6, that something was wrong.

Needless to say, I’ve had a lifelong obsession with NASA and became involved with NASA Social events a few years ago. The event series is NASA’s way of emboldening and educating social media-savvy citizens around events, launches, and the incredible work NASA does. The ripple effect means more and more networks learn about the variety of things happening throughout the space nerd universe.

Here’s how it works: You apply for specific events and, if approved, you receive press-equivalent access—a.k.a. “social media credentials”—to briefings, tours, NASA personnel, etc. I even got to meet Charles Bolden at the last one I attended in Lompoc, California!

2. Angel Island

Growing up in the U.S., kids are steeped in the history of Ellis Island, but Angel Island seems to be its unknown little sister. This is one of my favorite places to visit in the San Francisco Bay Area for a number of reasons, and yet, many Bay Areans have never even heard of it, even though it’s right next to Alcatraz. I recently became an Angel Island Conservancy board member, so I like to evangelize its awesomeness every chance I get.

The history of this island is incredibly fascinating (and at times fraught), from its time as an Immigration Station carved with Chinese poetry to its service as the Cold War-era Nike Missile launch site. Angel Island even has an endemic mole, found nowhere else in the world, aptly named the Angel Island Mole. You can camp there overnight or just come for a day and finish your hike with a beer, a cheese plate, and live music at the Angel Island Cafe. Get on the boat!

3. Dub Nation

If you've heard of the NBA, you’ve heard of the Golden State Warriors. I know that loving the Warriors doesn't make me special, but my husband and I have been fans since long before they were considered a good team. (Read: we could actually afford tickets back then). Here are a few things that make this team inspiring:

• Head Coach Steve Kerr. This man has been through some of the most earth-shattering events anyone can imagine, and is still one of the most inspiring leaders in professional sports. To boot, he and his family are active in several sport-related nonprofits including Peace Players International. As I write this, he’s suffering from major post-surgical complications and his team’s response has been nothing short of tear-jerking.
• Point Guard Stephen Curry. If calm and collected had a name, it would be Steph Curry. His pregame tunnel shots alone are worthy of a few paragraphs, but I’ll just let you watch this (he does this before every game). You can catch a young Steph and his former-NBA dad in these clairvoyant 1990's Burger King commercials.
• Dub Nation. I'm a former college athlete who grew up in the football-crazed American south, so I thought I knew something about intense sports fans. Nope. Warriors fans (we call ourselves “Dub Nation”) are among the coolest humans I’ve ever met. I still love this 2013 article about jumping on the Warriors bandwagon. Some of it is still applicable today, particularly Steph Curry’s mouthpiece chewing, so it's not too late to jump on yourself.

Header image by Clem Onojeghuo.

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In this series, we ask IDEO designers to share the stuff they're digging right now—tools, books, music, sites, people, places—so you, too, can drink from the fount of inspiration bubbling up here. This week's guest star: Katie Clark.

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I took this picture last summer while I was back home in Istanbul. Summer in Istanbul is very, very hot. Sometimes the mercury in the city gets up to 113F. It’s pretty unbearable.

On toasty afternoon, I took this picture of a bunch of people capitalizing on the shade in a park to avoid the sun. At that time of day and year, the shadows defined the usable space within the park.

From a design researcher’s perspective, this picture says so much about how the sun and shade affect how we interact with cities and spaces. Sometimes design is all about constraints.

It’s a great reminder of all the factors to consider when we design for urban environments. Or a great reminder that nature is a designer, too.

Human-centered design requires us to observe human behavior with beginner's eyes, so that we can spot the innate ways people interact with the world around them. We call these intuitive and unconscious reactions thoughtless acts, and IDEO designers collect photos of them to inspire the invention of new products, services, and experiences.

I help organizations cut through complexity by shaping how they show up, through brand strategy, identity, and storytelling.

Working at the intersection of brand and business, I bring an editorial eye and a bias toward making—turning ideas into tangible experiences that people can understand, trust, and believe in.

My work spans government, healthcare, financial services, media, and consumer goods, from launching Gen Z-focused ventures to building innovation labs and reimagining legacy brands. I relish moments of ambiguity and enjoy translating across teams, perspectives, and priorities to move ideas forward.

I started my career in editorial and digital design, shaping cross-platform experiences and identity systems in publishing and agency environments. That foundation still shapes how I work today: I’m detail-oriented, collaborative, and overreliant on the Oxford comma. I hold a BFA in Visual Communication from the School of the Art Institute of Chicago.

For 25 years, I've asked the same question: Who does this design exclude—and what are we going to do about it?

My work spans human-centered strategy, inclusive design, and qualitative research, with clients ranging from Microsoft, Google, and Verizon to the National Science Foundation, and San Francisco Unified School District.

Before IDEO, I taught elementary school in East Palo Alto and spent a decade doing design work with social service organizations—where I learned firsthand what it costs people when systems are built without them in mind.

I am currently writing User Error, a nonfiction book about digital access and the design decisions behind it. I live in Oakland, California.

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My expertise spans brand, communication, and product design across tech, education, the arts, and social impact.

I believe great work demands both high-level vision and obsessive attention to detail, and only happens through collaboration.

I bring an inclusive, hands-on approach and a deep understanding of business, which enables me to consistently deliver excellence while always asking why.

Before joining IDEO, I worked at the brand firms Pentagram and VSA Partners. I began my career as a designer, leading teams at the School of the Art Institute of Chicago and the Milwaukee Art Museum. I hold an MFA in graphic design from Maryland Institute College of Art and a BFA in communication design from the Milwaukee Institute of Art & Design, and have taught at some of the best design schools in the US.

I am responsible for IDEO’s long-term success in China and working with clients to use design as a tool to enable growth. Specifically, I have helped Chinese companies design holistic brand solutions through the development of their products, communication, services, and innovation teams, and I have helped multinationals expand their presence and influence in China.

I advise global leaders on developing China-led innovation and capabilities.

In over 15 years in IDEO Shanghai, I have worked on projects that use design to elevate the quality of the experience of healthcare products and services, streamline processes that increase productivity, create spaces and programs that promote and enable inclusive communities, and build next generation mobility solutions that are planet-positive.

Before joining IDEO, I worked at Philips Electronics and the Electrolux Group in Italy, the Netherlands, and Singapore on a number of breakthrough commercial products. I am a member of the Young President Organization in Shanghai.

Most AI products today are built for work—a space with clear problems and established systems. One founder noticed a gap: personal life is messier, harder to systematize, and mostly left behind by the AI boom. So she built Cue, a personal AI that lives inside iMessage and group chats, to go where the other tools haven't.

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In this episode, Becca Carroll, IDEO's Chief Strategy Officer, talks with Sida Li, co-founder and CEO of Shared Context Lab, about staying anchored to a human need while the technology around her keeps changing shape, why she treats her business model with the same rigor she'd bring to a product, and what it feels like to build a company at this particular, disorienting moment in AI.

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The conversation also gets into how Sida makes design decisions: the language Cue uses to describe itself, the tradeoffs behind building inside iMessage instead of a new app, and a real story about a business idea that didn’t pan out.

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This is the second in a two-part series profiling founders from IDEO's Startups-in-Residence program. The first conversation is with Johannes Seemann, founder of Sooner, on designing GenAI for the emotional side of money.

Most personal financial tools are built to run the numbers and optimize towards a budget. While that works for some, most people experience money as a lived relationship that does not neatly fit into a spreadsheet. Johannes Seemann and Becca Carroll discuss why money is emotional before it is mathematical, and what a human-centered approach to building a generative AI financial product looks like in practice.

Mina Seetharaman talks with Scott Shigeoka, author of Seek and Head of Curiosity Cultivation at the Eames Institute, about what distinguishes genuinely curious leadership from performative curiosity, how power dynamics shape curiosity, and why practicing curiosity can restore energy rather than drain it.

Mina Seetharaman talks with David Epstein, author of Inside the Box and Range, about why total freedom often produces average work, how leaders can design useful limits on purpose, and what organizations such as General Magic and Pixar reveal about the relationship between boundaries and creativity.