Kevin Bethune on navigating design
with curiosity and conviction
An interview with the author of nonlinear
Kevin Bethune is a talented designer, successful entrepreneur, as well as the author of the newly released book NonLinear: Navigating Design with Curiosity and Conviction. In a recent conversation with Kevin, Alfredo Muccino asked him to share some of the key insights from his latest book, including the evolving role of design, the importance of diversity in creative industries, and his experiences navigating corporate America as a Black designer.
Alfredo Muccino met Kevin Bethune a few years ago in New York, and was immediately impressed with Kevin’s thoughtful demeanor, keen intelligence and sincere humility…let alone his unique career. Kevin started as an engineer, working in nuclear power, shifted to business planning, eventually became a designer – and now he is also an accomplished author. It’s not often you meet people with such a diverse background. On occasion of Black History Month, we spoke with Kevin about the ideas outlined in his latest book. Here’s what he shared with us.
THE INTERVIEW
Kevin, congratulations on the launch of NonLinear!
What inspired you to write this book, and why now?
KEVIN BETHUNE:
Thank you Alfredo! I appreciate you and your unwavering support. The motivation to write Nonlinear came from my multidisciplinary professional journey and how that has informed my approach to creative problem-solving. As you recall, I studied mechanical engineering and started my career in the nuclear power industry. Having an interest in business, I went back to school, git an MBA and joined Nike in business planning. While at Nike I became interested in design, went back to school and got an MS in industrial design and . Discovering design changed my life. With the book, I wanted to share my story and encourage others to embrace curiosity, take calculated risks, and build conviction in their work. Now, more than ever, businesses need creative leaders who can connect disciplines, and I hope this book provides a roadmap for those looking to do just that
How did your vastly diverse professional experiences
influence your approach to branding and design?
KEVIN BETHUNE:
Having exposure to multiple disciplines has helped me see challenges from different perspectives. Engineering gave me a problem-solving mindset, finance helped me understand the language of business, and design brought everything together with a focus on human-centered thinking. In branding, this cross-disciplinary approach is essential. As a branding expert you know better than most that a brand isn’t just a logo or a campaign—it’s a living, evolving system that requires strategic foresight, creativity, and empathy. By blending different skill sets, we can leverage branding to help companies create solutions that solve real world problems and resonate with their audiences, build stronger connections and create preference over the alternatives.
You’ve worked with some of the world’s most influential brands.
Yet, even these large brands run the risk of becoming irrelevant in our rapidly evolving society.
What do you think companies need to do to continue being relevant over time?
KEVIN BETHUNE:
Brands – large or small – need to focus on staying agile and building deeper connections with their audiences. Consumers today expect authenticity, inclusivity, and a sense of purpose from the brands they engage with. What they care about may also shift and migrate over time under the influence of emerging paradigms and trends. Successful companies are moving beyond traditional storytelling and embracing co-creation with their communities. Design plays a crucial role in this process—it helps brands transform insights into meaningful experiences. The most successful brands are those that encourage and nurture deep emotional connections by understanding and fulfilling the needs of their audiences – while adapting to the rapidly changing cultural landscape.
As a Black designer, what challenges have you faced in corporate America,
and how have these challenges shaped your perspectives and behaviors?
KEVIN BETHUNE:
There have been challenges, no doubt. For example, representation is still lacking across all levels in design, and at times, I’ve felt like I had to prove myself more than others. Many Black designers found their way into design through unconventional means (myself included!). This difference can be a strength if we see the potential in each person. But those experiences have also fueled my commitment to creating more inclusive spaces in the industry. Leadership is an issue that is of great interest to me. I believe leadership is about lifting others up—mentoring, advocating for diverse voices, serving and building teams that reflect the world we live in. At the same time, creativity flourishes when different perspectives are welcomed and valued. These are topics that I’m deeply passionate about and make an effort to champion at every opportunity.
What advice would you give to brands in terms of how
to foster more inclusive and innovative design cultures?
KEVIN BETHUNE:
Start by truly listening – which is a fundamental part of the design process. Bring diverse voices to the table, not just for optics, but because diversity fuels better ideas and stronger solutions. Invest in design as a strategic function, not just an aesthetic layer. And most importantly, empower designers to take risks. To uncover anything new and novel, you have to be prepared to do things differently. Innovation happens when people feel safe to experiment and push boundaries – and without innovating companies will inevitably become irrelevant.
Finally, if there’s one key concept you’d like readers
to walk away with after reading NonLinear, what would it be?
KEVIN BETHUNE:
I’d say it’s this: Your journey doesn’t have to follow a traditional path. Embrace the nonlinear nature of growth. Stay curious, build conviction in your work, and don’t be afraid to pivot when new opportunities arise. Think outcomes versus outputs. Thing failing-forward to discover new learnings vs. playing it safe and playing to a methodological checklist. Methods are made to be broken. Creativity thrives in the spaces between disciplines, and by staying open to possibility, you can unlock ideas that may not otherwise arise. I’ve found that when you are driven by a desire to create meaningful impact, you can be successful in whatever field you choose.
Kevin, thank you for an inspiring conversation.
Thank you for your time and thank you for sharing your insights.
Congratulations again on publishing NonLinear!
KEVIN BETHUNE:
Thank you, Alfredo! It’s always a pleasure speaking with you, and I appreciate the opportunity to share my story.
get this BOOK!
Kevin Bethune’s latest book, NonLinear: Navigating Design with Curiosity and Conviction is available now.
If you’re a business leader looking to leverage design as a strategic advantage, this book is a must-read.
Here’s a link to purchase it:
NonLinear: Navigating Design with Curiosity and Conviction
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ABOUT KEVIN BETHUNE
Kevin Bethune’s career is a testament to the power of interdisciplinary expertise and continuous learning.
Beginning his professional journey as a nuclear engineer at Westinghouse Electric Company, Bethune soon recognized the value of business acumen and pursued an MBA at Carnegie Mellon University. This led him to Nike, where he initially took on a business role, but soon discovered his passion for design. At Nike, Bethune’s creativity flourished as he transitioned into footwear design, contributing to projects like the Air Jordan Fusion 8. This experience ignited a desire to further hone his design skills, prompting him to earn an MS in Industrial Design from ArtCenter College of Design.
Bethune’s unique combination of engineering, business, and design expertise has made him a valuable asset in the consulting world. He played a key role in building BCG Digital Ventures, serving as Vice President of Strategic Design. Later, he channeled his diverse skill set into entrepreneurship, founding dreams – design + life, a consultancy focused on design and innovation services.
As an author, Bethune has shared his insights through two best-selling books: “Reimagining Design: Unlocking Strategic Innovation” (2022) and “Nonlinear: Navigating Design with Curiosity and Conviction” (2025). His thought leadership extends to his roles as a Board Trustee for ArtCenter College of Design and Board Chair Emeritus of the Design Management Institute. Bethune has delivered keynote speeches at prestigious institutions and events, including TED talks, AIGA conferences, and various universities.
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