Pioneering designer Richard Banfield calls the product "a non-human salesperson" that can promote brand affinity and help generate revenue. He says meaningful communication between design and sales teams is "when you can get that truly innovative insight" to create products that don't just dazzle consumers, they solve problems. Banfield credits his insights to the "fortune and misfortune of doing many different things," including being trained as a microbiologist, serving in the South African army, and living off-grid on a remote island - all part of his path to becoming an innovative product leader.

Hear how Richard is helping John grow his company by making sure vision and values, mission and strategies remain aligned.