Lincoln Seragini is the Jedi Master of Brazilian design. He's known throughout Latin America as a mastermind for the integration of marketing, engineering and design.
That's no small task. But Seragini has proven up to the challenge over his 40-year career. He has parlayed his training as a chemical engineer with experience in packaging development and marketing for such premiere companies as Colgate-Palmolive, Nestlé, Johnson & Johnson and Young & Rubicam into a vibrant management style that taps into the strengths of all three disciplines.
"I develop the business strategy, manage the creation of ideas and sell them to the Company," Seragini says. Seragini likes to refer to his own company, Seragini / Farné, as the IDEO of Brazil. He explains: "We're multi-disciplined and we develop products based on consumer experience and observation – like IDEO."
The word "provoke" comes up often in a conversation with Seragini. "I've always been innovative in provoking everybody," he says. "This is my personality. When you analyze innovation, you will conclude that it's design, not the technology."
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