Renowned industrial designer Robert Brunner, founder of Ammunition Design and the creative force behind the iconic Beats by Dre headphones, has shared his unique philosophy on career transitions and design thinking in the latest episode of Yanko Design's podcast series "Design Mindset." The fifth episode of the weekly series, which premieres every Friday, features in-depth conversations with the world's most influential designers and innovators about their creative journeys and pivotal career moments.
Brunner's impressive career spans decades in the design industry, from co-founding Luna Design in the early 1980s to serving as Apple's Director of Industrial Design, where he established the company's influential internal design organization and championed Jonathan Ive as his successor. His studio, Ammunition Design, has created products for major brands including Polaroid, Ember, Square, and many others. With his works housed in the Museum of Modern Art's permanent collection and recognition on Fast Company's list of most creative people in business, Brunner's influence on the design world remains undeniable.
Central to Brunner's approach is what he calls "prototyping your life," treating major career pivots as calculated design projects rather than leaps of faith. This methodology involves research, testing, and iteration before making significant life changes. "I've always had some sort of underlying plan in what I wanted to do, but really sort of working through how I wanted to design that plan to happen," Brunner explains. "Opportunities come up and how you address them is key – that is an example of prototyping your life, really sort of thinking about that and testing it and then finally implementing it."
This philosophy became most evident when Brunner made the surprising decision to leave Apple just as the company was poised for astronomical growth. Rather than being pushed out, he departed because his creative mission felt complete. "I don't think I could have stayed. I probably would have been fired because I just wasn't enjoying it anymore. So it was time to do something else," he reflects. His subsequent move to join Pentagram as a partner represented another prototype – a decision that prioritized creative fulfillment over a potentially lucrative but stifling corporate trajectory.
Regarding risk-taking and major life changes, Brunner emphasizes the importance of deep introspection before making significant transitions. He argues that successful reinvention requires confronting difficult questions about core motivations and maintaining an unwavering sense of purpose. According to Brunner, making massive life changes demands willingness to endure hardships, accept setbacks, and make sacrifices – without this commitment, failure becomes likely.
For those paralyzed by fear of starting over, Brunner offers both pragmatic and empowering advice: "Have courage. But lean on the people you know. Lean on your family, friends, and career associates. Don't be afraid to ask for advice." He views this as leveraging your network not as a crutch, but as a vital feedback loop in the personal prototyping process. True reinvention, in his perspective, is collaborative rather than solitary, built on a foundation of support and honest conversation.
The interview provides fascinating insights into the creation of Beats by Dre, which became a cultural phenomenon by intentionally defying industry conventions. Brunner reveals that winning over audio purists was never the goal. Instead, the team focused on capturing a feeling and connecting with a generation overlooked by high-end audio brands. "Audiophiles were not our audience, right? So we didn't really care if an audiophile gave us a poor review," Brunner states. "What mattered was the kid wearing the headphones listening to their favorite hip-hop song was feeling it. That was the thing."
The unprecedented success of Beats stemmed from the unique intersection of design thinking and cultural intuition. Brunner credits the synergy between himself and music industry legends Jimmy Iovine and Dr. Dre, who understood music's emotional power better than anyone. "There was this connection and respect – they viewed me as an artist the way they viewed themselves as artists," he explains. This mutual respect enabled them to create a product that transcended sound specifications, embodying identity, status, and the pure feeling of music.
When asked about the most important skill for navigating major life transitions, Brunner's answer is straightforward and unrelated to aesthetics or methodology: resilience. He describes this quality as the engine driving progress through the inevitable friction of change – the ability to absorb setbacks, learn from them, and continue moving forward even when the path remains unclear. His mantra is refreshingly simple: "Just keep your feet moving forward, one step at a time."
This philosophy beautifully complements his design-centric approach to life. While prototyping provides the framework for change, resilience supplies the fuel. Life, much like complex design problems, isn't solved through single dramatic breakthroughs but through series of small, persistent steps. "Life transitions don't have to be dramatic leaps into the unknown," Brunner concludes. "They can be designed, prototyped, and tested just like any other design problem."
Currently, Brunner is working on his next iteration, channeling his insights and experiences into a new book tentatively titled "Making Great," which promises to explore the intersection of leadership, design, and product excellence. This project signals a shift toward sharing his knowledge on a broader scale as he increases focus on public speaking and mentorship. Those interested in following his work can connect through his personal Instagram account @robertdbruner and his firm's official account @AmmunitionGroup. The "Design Mindset" podcast continues next week with another leading voice in design, delivering more insights on the creative process and the courage required to reinvent both work and life.
