Jack Godfrey Wood 'Making what's next: why great design is an engine of hope'

Series TwoIn this episode of #TheNewAbnormal, I interviewed Jack Godfrey Wood, VP Design at Native Design in San Francisco. They're an independent design company who 'drive growth by creating what people love', with a client roster including Audi, Bentley, Diageo, Google, Microsoft, Oxfam and Santander. Jack leads physical, digital, research and engineering design teams, whose work 'solves tricky problems beautifully'. In the interview, we discuss issues including a career path that lead from Central St Martins to the West Coast, how the American and European design ethos differ, and why empathy is at the heart of great design regarding lived experiences and improved futures. Jack also explains what simplicity, streamlining and reductive thinking brings to the design process, and the vital requirement of having a healthy distrust for the status quo.