At DuPont, one of the challenges me and my team had was product diversification in emerging markets. Corian(R) solid surfaces were primarily invented to work as counter-tops. It India, there are two bottle necks to any product in this category – ubiquitous natural stone derivatives, and in-kind cheaper competition. We were successful to apply design thinking to really create new designs in totally new segments, such as, scrub sinks, shutters for kitchens & exterior facade cladding. This changed how Corian(R) was perceived from an expensive counter-top to a hi-performance design medium for practically everything that can be imagined.