IDEO today is a partner or an investor. At Steelcase, I'm now acting as an advisor, and working with the CEO there, Jim Hackett, who is a really good friend of mine and has values that are unreal for a corporate person. I'm afraid I can't answer that without giving away some of our clients' coolest secrets. Everyone has a filter for what's important. Some people won't work on plastic.
Some people love working on consumer projects.
My bias is the big medical products. That's really terrific. We've created devices for growing skin for burn victims. We created a device for keeping track of drugs, that mixes drugs right at the patient's bedside. We've done work on a heart defibrillator that has already saved dozens of lives.