Design Thinking is a proven method to shape innovation creatively. Innovation is about new solutions, new ideas and their realization, and creating an unique value. That value is not so much the technology, product or service, but especially in the experience of the customer / user. They are experiencing value through the use of products and services to achieve their goals. Therefore defining what is value is increasingly a co-production between provider and customer. What role does a product of service have in this changing landscape? And how can an organization reinvent itself? Can a industry or department (e.g. marketing) also innovate itself? Design Thinking is one way to find an answer to these questions.
Below are the steps Trndmrkr uses to come to an answer.
Having a open-minded,active and creative mindset is indispensable.
Furthermore it is important to remember:
“Design Thinking is a process which includes the ‘building up’ of ideas
However, it is not a religion or a linear process. The steps can occur simultaneously and be repeated.
It’s all about understanding the story and finding the red line”.
For more information what Design Thinking tools can do for your challenge, contact Trndmrkr.
The last couple of months, I worked as lead facilitator of the Philips HealthSuite Lab together with the Dutch Ministry of Health and several health providers and e-health firms to make electronic health records work better for patients and providers in the Netherlands. The following video of NPCF MedMij proudly looks back on this project and the three intense and successful workshop days
Together with a international group of multi-talented influencers andin particular philip mclinsey, I had the opportunity to write an article for the Alchemy report, supported by InfluencerCon. The focus of this issue was “Gatekeepers/Crashers: Thriving or Dying?” and is all about “revealing the true machinations behind culture, commerce and influence by bringing gatekeepers and gatecrashers face to face a modern day showdown”.
My contribution is about ‘Hacking’ The System, read more on this in the Alchemy report below or go to the site of Influencer Conference. Special thanks to Philip McKenzie, global curator of Influencer Conference, for bringing these people together.
Blockchain is a relative unknown concept for the most of us… but has an immense range of interesting applications, in finance, in digital sales and even in health. Therefore, Trndmrkr was asked to support in a workshop on this topic and its possibilities. To find out what Blockchain and Bitcoin actually pertains see this video below, the ‘Bitcoin Evangelie’ including an interview with Roger Ver (in Dutch), or the Ultimate Blockchain Reading List (Thanks Arno)
What will mobility look like in the future? This is the core question of the Audi Urban Future Future awards. The event challenges worldwide transportation issues with a focus on infrastructure, urban development, individual user experience and auto mobility, neuroscientists, biologists, city planners, crowd sourcing experts and market researchers will work on entries that relate to specific current urban development projects. an international jury will present the winners of the ‘AUDI urban future award 2014′ in October.
In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighting new female rolemodels.
Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual a-list celebrities but includes an Olympic gold winning boxer and an award winning nurse as well. As such, M & S shows us that every women can be a ‘leading lady’ and do not have to conform to stereotype ’80 power dressing (think Angela Merkel). They can be successful and dress feminine at the same time.
Read the article (in Dutch) below:
And more examples of this shift in paradigm are in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparrison with popular Google search words…
Kirsten van Hulst, author, politician and spokesperson for the UN on womens rights in the Netherlands launched her book (S)hevolution.
The Future Laboratory has captures this changing mindset of powerful- yet feminine- women aptly in this short but facinating explanation of the Athena women:
“Named after the goddess of wisdom, Athena woman is a positive reincarnation of the Alpha woman”
So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognise that individuality goes futher that gender alone. But gender surely does still matters – just not in the stereotypical ways that conventional marketing still works. Looking forward to your thoughts on this here…
A while back I wrote an article for the Own The Future Conference of Hyper Island on how I believe companies (within marketing and advertising industry) could contribute to the future. Read more in my article “Advertising for Good: Not for Profit Only” here.
One of my inspirations for this article is the collaborative brand COMMON, co-founded by Alex Bogusky – the founding partner of the world’s most awarded agency Crispin Porter + Bogusky. Together with knowledgeable partners, COMMON has proven that we can create valuable brands for good and work from a ‘not for profit only’ mindset- or as they so potently put it: “Do shit that matters”.
If you would like to contribute to building thriving organisations for the future, join us! See the video below for more info and take a look on the website.
During the last couple of months Trndmrkr had the opportunity together with the talented people of Foodcabinet, YFM and FoodGuerilla to set up an event on June 29 on the Museumplein in Amsterdam against food waste. The aim was to present a spectacular lunch for 5000 people prepared entirely of fresh food that – for a variety of reasons – would normally not end up on our plate. To stop food waste in the entire chain, we asked consumers, companies and politicians to make a pact against food waste.
– 6500 visitors to the event (1500 more than expected) were offered a free lunch, even more people showed up
– A total of 4488 consumers, businesses and governemnt ofiicials signed the pact
– Gained enormous value in free publicity(for e.g. specials in TV broadcast of NOS 20 u journaal, Vara Kassa Groen, Knevel & van der Brink, Een Vandaag and Hart van Nederland and articles in national and international print news media such the Telegraaf, Volkskrant, NRC, Trouw and Standaard)
– Due to our communication efforts reached 1/3 people throughout the Netherlands (that’s close to 6 million people).
Secretary of Economic Affairs of the Netherlands, Sharon Dijksma, endorsed that food waste is a problem and attended Damn Food Waste event- has send in a proposal for the cabinet
Damn Food Waste is an initiative of: Food Guerrilla (NCDO), Voedingscentrum, Youth Food Movement, Wageningen UR, Natuur en Milieu en Feeding the 5000/EU Fusions.
Last month Trndmrkr worked on gathering insights for the preliminary ideation workshop for the Hospital Innovation Conference this fall in Denmark. Philips Design was one of the supporting partners and helped moderate the workshop and share insights on the future world of hostiptal architecture and healthcare. See some more (in Danish) below:
In May Trndmrkr was part of the communications team of the What Design Can Do an international conference about the impact of design. Highlights included presentations of Mike Kruzinski, Head of design for Twitter, Marije Vogelzang, food & eating designer and Nicholas Roope, cofounder of Poke, a London-based digital creative company.
At the end of the two day Conference the conference book which was designed, printed and published right on the spot during What Design Can Do 2013. The book contains an extensive overview of What Design Can Do 2013, speaker profiles, breakout reports, an interview with Kees Dorst, articles by Timo de Rijk, David Kester, and many more speakers.