From a young age, William Mitchell was drawn to the world of design and engineering. His fascination began when he visited his father’s workplace at just 10 years old. There, he watched as his dad showcased engineering drawings, prototypes, and complete systems that he called ‘Machine Art.’ “I love the sound and feel of something that just works. You just know it’s right,” says Mitchell. This exposure sparked a lifelong passion to create innovative solutions that deliver that same sense of perfection.
In 2004, Mitchell joined 4c Design, a company founded by two graduates of the Glasgow School of Art just two years earlier. Having spent four years in a small engineering business building machines for various industries, Mitchell was well-prepared to take on new challenges. Today, as Managing Director of 4c Design, he continues to find excitement in tackling complex problems and leading a team of talented designers and engineers. “I love that feeling of solving a problem. I think the vast majority of us do,” he explains.
For Mitchell, problem-solving goes beyond technical know-how. Early in his career, he realized the power of asking questions—even the simplest ones—to facilitate communication. “I realized very early on that it was okay to be the stupidest person in the room and ask lots of questions,” he says. This approach has proven to be invaluable as a consultant, where asking the right questions often reveals gaps in understanding or misalignment between stakeholders.
One of his first projects demonstrated this perfectly. The CEO of a company had asked Mitchell to build a specific machine, but after speaking with the shop floor staff, it became clear that their needs were very different. By bringing everyone together, Mitchell was able to bridge the gap and redefine the project’s goals. “Eventually, by facilitating a meeting with all the stakeholders, we were able to create the right brief. Everyone wins,” he recalls.
4c Design’s early vision was inspired by Lockheed Martin’s Skunkworks model, where they served as a ‘bolt-on’ service to handle agile, hands-on design work, while their clients focused on their more process-driven tasks. Today, however, the company’s role has evolved. They see themselves as partners, not just service providers. “Our heroes in those early days were IDEO and FROG. Both are as active today as they were back in the late ‘90s and early 2000s,” Mitchell notes.
This evolution has led 4c to redefine their role as ‘Outsourced Innovators,’ focusing on creating true value rather than just executing briefs. “We don’t just look at how to make something for our clients; we want to understand the value being generated,” says Mitchell. With this approach, they aim to reduce the failure rate of new product developments by uncovering the deeper ‘whys’ behind a project, ultimately improving their clients’ odds of success.
Building an Innovation Culture
For 4c Design, innovation is defined as “change that adds value.” But this value isn’t just about profit margins—it’s about making a positive impact across all stakeholders. Whether it’s creating a new revenue stream, cutting costs, delivering a better user experience, or designing a more desirable product, the very best innovations capture a mix of these elements. Mitchell believes that innovation works best when it’s a collective effort. “We aim to be an extension of our client’s team, bringing our own culture into their workplace,” he says.
He points out that fostering an environment for innovation can’t be achieved overnight. To tackle this, 4c Design invites clients to collaborate in their office and workshop spaces. The goal? To set an example and lead with their approach. The company has distilled its innovation mindset into four key pillars: Leadership, Approach to Risk, People, and Environment. Over the years, they’ve fine-tuned these pillars through hands-on experience, helping companies lay the foundation for a robust culture of innovation.
For 4c, the creative process revolves around what Mitchell calls “building to think.” Unlike traditional design consultancies that spend endless hours theorizing, 4c takes a different route. They have invested heavily in an engineering workshop where they can quickly build models and prototypes. “If a picture is worth a thousand words, then a model, or a simple prototype is worth a thousand more,” Mitchell explains. Instead of drawing up complex diagrams, they dive straight into creating physical versions of concepts to test their viability.
When designers talk about “fail fast, fail cheap,” they’re referring to this approach. The sooner a team can hold a prototype or physically interact with a model, the faster they can gauge its direction. “Better to dismiss an idea when it’s made of cardboard and staples than find out it’s wrong after spending thousands on tooling,” Mitchell notes. It’s this pragmatic approach that allows 4c to confidently address client challenges while staying agile and adaptable.
Ultimately, the aim is to become a long-term partner for innovative projects. But even if a client is looking for a one-off solution, 4c’s starting point is always the same: they dig deep to learn about the business first.
Innovation That Matters
For 4c Design, it’s not just about coming up with creative ideas. Understanding why a business wants to innovate and what value is being added is critical to the potential success of any project. “If it doesn’t solve a problem, if no one wants it, if no one can make it, or it’s just too expensive, the whole exercise has been a waste of time and effort,” Mitchell says, summing it up in his no-nonsense style.
That’s why their design process relies on understanding constraints—durability, cost, manufacturing, and environmental impact. But Mitchell is clear that these shouldn’t be roadblocks at the outset. Instead, they should be introduced gradually. “We drip-feed constraints into the process. If we haven’t done that initial research and established those constraints, we’ll have nothing to measure our ideas against when they emerge,” he adds. It’s about finding the sweet spot between creativity and realism, ensuring that every idea has a solid foundation.
This structured approach helps reduce the risk of projects veering off course. “Decades of consultancy have taught me one thing: don’t just pick an idea and run with it. Do the homework,” Mitchell advises. Before diving into blueprints and sketches, 4c Design makes sure the business is ready to innovate, appreciates the risks involved, and is clear on the direction.
Navigating Barriers to Innovation
Many businesses face barriers when it comes to innovation—uncertainty about investment, unclear ownership of responsibilities, and fear of failure. These can paralyze a company from taking the first step. That’s where 4c Design comes in. Their role is to break down these barriers by building a robust, step-by-step strategy that gradually builds confidence.
To navigate this complex terrain, 4c employs a methodology rooted in NASA’s Technology Readiness Levels (TRLs). Originally developed in the 1970s for the space shuttle program, TRLs offer a systematic approach to innovation, breaking projects down into manageable chunks from concept to production. TRLs are rated on a scale from 1 to 9, with 9 representing the most mature technology. However, 4c has introduced TRL 0, defining the necessity of the innovation project. “It’s the start point and frankly the most critical part of the process. All actions lead back to the decisions made here,” Mitchell emphasizes. TRL 9, on the other hand, marks the point of full-scale production. In between, there’s a series of checkpoints to measure progress and readiness to move forward.
This incremental strategy ensures that adjustments can be made at earlier stages, reducing risks and maximizing the chances of success. “Making significant changes at TRL 6 is far less risky than blindly launching a product to an unprepared market,” Mitchell says. This thoughtful pacing prevents projects from stumbling into costly pitfalls, giving clients the confidence to innovate without fear.
Bridging the Imagination Gap
One of the toughest hurdles 4c often faces is the “imagination gap.” It’s easy for creative thinkers to visualize an idea, but not everyone has the same ability, especially when it comes to stakeholders or clients who are making the final call. This is where 4c’s expertise in drawing, computer-aided design (CAD), and prototyping comes in. By creating tangible representations of concepts, they can help bridge that gap, making it easier for everyone involved to see the potential.
“As the investment in a project grows, the quality and functionality of the prototyping have to improve,” Mitchell notes. In some cases, these prototypes need to closely resemble the final product in both look and feel, ensuring that the entire team is aligned and confident in the vision. This hands-on approach not only brings ideas to life but also keeps everyone engaged and on the same page.
At the core of 4c Design’s philosophy is a simple yet powerful mission: to improve the odds of projects leading to a successful outcome. But for Mitchell and his team, it’s about more than just business success. “We want to make a meaningful difference to the world,” he says. It might seem like a bold statement for a small business, but 4c’s journey has already shown that impact begins with one small step. And seeing the positive changes they’ve made keeps them inspired to push boundaries and continue innovating.
Innovation with Integrity
4c Design is committed to creating solutions that genuinely make a difference. The team has improved the quality of life for individuals with disabilities, enhanced animal welfare through collaborations in the agriculture and veterinary sectors, and helped companies navigate complex safety challenges in some of the most demanding environments, from the depths of the sea to the heights of the sky.
This is no small feat for a compact team of creative and practical problem-solvers who are driven by a passion for improving lives. “From the very beginning, we’ve had a moral standard not to ‘add to the problem,’” says Mitchell. This guiding principle is what defines the company’s approach to every project and every client interaction.
He recalls a time when they were approached to design a novelty phone holder. Now, novelty phone holders aren’t exactly in short supply—there are numerous companies that thrive by making quirky, decorative holders. “But it’s just not something we feel the world needs more of,” William explains. “It would go against what we believe in, so we advised the client accordingly.” This anecdote illustrates how 4c Design applies a thoughtful filter to every inquiry, ensuring that their work not only adds value but also aligns with a deeper sense of purpose.
Their selective approach isn’t about turning down opportunities; it’s about maintaining the integrity of their brand and staying true to a vision that goes beyond profit. It’s about avoiding what William refers to as “wasting time, resources, and investment in a product no one wants.” He believes that this mindset could prevent the negative environmental impact of countless failed projects—products that end up as unwanted waste simply because no one paused to ask why they needed to exist in the first place.
This focus on meaningful innovation has defined 4c Design’s trajectory over the past 20 years. They’ve seen firsthand how their projects have positively impacted clients and customers alike, and they remain inspired by the potential to continue making a real-world difference. But for William and his team, it’s not just about their own impact—it’s about inspiring others in the industry to adopt the same principles.
“If we can encourage others to innovate responsibly, starting with asking why this needs to happen in the first place, we’ll see the odds of success improve dramatically,” he says. It’s a bold vision, but one that reflects 4c Design’s unwavering commitment to integrity and purpose in every endeavor. Through this approach, they’re not just innovating for the sake of innovation—they’re shaping a future where every product, every solution, and every design truly matters.
For More Info: https://www.4cdesign.co.uk/