While consumer products make up only about 15 percent of 3M’s business, they’re how most of us know the company. Gilboe came on board in 2010 and brought design into every product and packaging conversation. His is a holistic approach that unites brand management and product design in ways that charm consumers and cheer salespeople. “Design is a new way of talking with our customers,” Gilboe says. You can see that sensibility at work with the more inspired packaging 3M has developed for its Post-it products, and its colorful new adhesive tapes.