PEP Design chronicles a bold entrepreneurial start in 2005 by Troy Pongratz, emphasizing a focus on product design consulting, a culture of curiosity and problem-solving built by the team, and a philosophy that decisive, insight-driven design hinges on experience, research, passion, integrity, and practicality. Key Points Entrepreneurial origin: In 2005, Troy Pongratz launched PEP Design to dedicate more time to product design through consulting. Mission focus: The company positions product design as its core purpose and raison d'être. Practical expertise: Troy combines hands-on building, problem solving, and design with hobbies like model airplanes and car repair to understand what works. Team culture: The organization values curiosity, exploration, and problem solving, augmented by a skilled team. Insight-driven process: Projects hinge on moments of crossroad insights and right decision-making. Decision factors: The right design choices come from experience, talent, research, passion, integrity, and a practical drive to make it work. Client impact: PEP Design has aided numerous companies, ranging from small to large, in bringing products to fruition. Identity and purpose: Product design is stated as the company’s core reason for being.