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Bruce MacGregor is Managing Partner for Asia. In his 17 years with IDEO, Bruce has worked in North America, Europe, and Asia. His portfolio of clients spans the public and private sectors, consumer and business-to-business industries, established corporations and ambitious start-ups.
Some of Bruce’s clients are Nestlé, PepsiCo, Carrefour, Toyota, Nissan, Covidien, Stryker, Smith & Nephew, Whirlpool, Shimano, Huawei, Samsung, Aircel, HCL, Acer, GE Money, BBVA, Tata Group, Mahindra, and Maersk. In the public sector, he has worked with Singapore’s Ministry of Manpower and the Innovation Network Corporation of Japan (INCJ). Bruce has also worked with a number of Silicon Valley-based start-ups on new products including portable fuel cells, bioreactors for tissue growth, voice recognition software, and digital gaming.
Bruce is passionate about innovation as a primary enabler for positive change in the world and a catalyst to long-term sustainable business growth. He believes that the diverse cultural context and fast growing economies of Asia create a unique business environment that demands new forms of innovation; ones that will set new benchmarks in the global economy. In this context, Bruce works collaboratively with clients to take advantage of new opportunities, overcome challenges, develop the best solutions, and grow innovation capabilities that will drive business growth.
Bruce is a sought-after speaker and is regularly invited to share his expertise, insights, and points of view at events on topics relating to innovation, design thinking, and business growth. He has spoken at the GE Mid-Market Conference, the Sustainable Brands Conference, and in-company events at Walmart, Carrefour, Nestlé, Huawei, and HCL. He has also given lectures at renowned academic institutions including Stanford University and IMD Business School.
Bruce’s background is a blend of engineering, strategy, concept development, and execution. Prior to joining IDEO, he spent eight years leading an international service franchise organization.
A Canadian by birth, Bruce holds degrees in mechanical engineering from the University of Alberta and in product design from Stanford University. He balances his work life by lecturing at Stanford and spending time with his family travelling, skiing, mountain biking, and scuba diving.

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