Kevin argues for a nonlinear approach to design and innovation. In pursuit of realising the new and novel, we must be prepared to do things differently. Our present pedagogies have been informed by finite voices rooted in power and privilege. Based on the state of the world, what’s clear is what got us here is not going to work for us moving forward. We need to interrogate precedent, and reimagine how we navigate change, uncertainty and ambiguity.

Design represents an important voice in that pursuit, but we must be strategic in leveraging design in a multidisciplinary context and in informing how we lead multidisciplinary teams forward. Kevin will share perspectives that originate from his multidisciplinary background, and will specifically highlight the leadership mindset and attributes required to empower teams to navigate effectively through the fuzzy front-end of innovation to derive meaningful outcomes and flourishing futures.

Kevin Bethune

President at ImagineCo Studio

Kevin serves as the President of ImagineCo Studio. ImagineCo. exists to build structures, tools and partnerships that turn imagination into a disciplined practice - designing resilient systems and creating long-term impact.

Kevin's background spans engineering, business and design in equal proportion over nearly 30 years of in-depth product experiences at enterprises including Westinghouse Nuclear, Nike and BCG, positioning him to help brands deliver meaningful innovations to enrich people’s lives. His polymath skillsets span strategic design, industrial design, future visioning and brand strategy to help world-class teams adapt and evolve to address latent needs within a dynamic marketplace.

His first book, Reimagining Design: Unlocking Strategic Innovation released with notable acclaim under the Simplicity: Design, Business, Technology, Life Series (The MIT Press) in March 2022. Kevin's second book, Nonlinear: Navigating Design with Curiosity and Conviction, released in February 2025.

Kevin also serves as a Board Trustee for ArtCenter College of Design, a Board Trustee for The Eames Institute of Infinite Curiosity, and a TV presenter for America ByDesign on CBS.

https://www.linkedin.com/in/kevinbethune/