NEWDOING NEWDOING How Strategic Use of Design Connects Business with People Newdoing How Strategic Use of Design Connects Business with People
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NEWDOING NEW- DOING How Strategic Use of Design Connects Business with People NEWDOING How Strategic Use of Design Connects Business with People Newdoing How Strategic Use of Design Connects Business with People Copyright 2014 Monday Morning Innovation Aps Valkendorfsgade 13 DK-1009 Copenhagen K Tel. + 45 33 93 93 23 Monday Morning Christian Ågård Bennike, Journalist Clara Dawe, Project Coordinator Liv Fisker, Project Manager Louise Blaabjerg Christoffersen, Project Coordinator Morten Hyllegaard, Director Design Anne Sofie Bendtson, Monday Morning Translation Iben Philipsen, IP Words Proofreading Thomas Hjørnet, Monday Morning Print Rosendahls ISBN Print: 978-87-93038-22-6 Web: 978-87-93038-23-3 Content FOREWORD A Neglected Growth Factor 05 FACT SHEET What is Strategic Use of Design? 08 ARTICLE A New Strategy’s in Town 11 FACT SHEET Which Companies Use Design Strategically? 24 CASE – EASYFOOD French Hot Dogs and Danish Jobs 28 CASE – ISABELLA Consulting the North Sea Fog 30 CASE – ZEALAND People on Par with Biochemistry 33 EXPERT INTERVIEW Chess, Art and the Industrial Revolution; What’s It Got to Do with Design? 36 CASE – ACARIX Algorithms Gone Corporate 40 CASE – KRUUSE Vets’ Choice 42 FACT SHEET What Makes Up a Company's Design Capacity? 44 CASE – GEORG JENSEN DAMASK Renewing Traditions 46 CASE – ISOVER Future Insulation 49 ‘Optimisation and increased productivity is important. But if we seriously want to improve our competitiveness, it takes more than adjustments and adaptation. There is no way around strategic use of design, because design connects a profound understanding of the surrounding world and the users with product and business development.’ Thit Juul Madsen, Head of Secretariat at D2i – Design to Innovate NEWDOING Foreword A NEGLECTED GROWTH FACTOR Arne Jacobsen chairs, PH lamps and blue fluted ness development to a much greater degree, be- china. These are classic examples of Danish de- cause design is more than shape and finishing sign. But design is so much more. Design includes touches in the final production phase. Strategic – when used strategically – top executives going use of design constitutes an approach to product on observation trips far from vision statements and business development. And as this publica- and Excel charts. It entails employees bringing tion reveals, it works. practical knowledge from the production lines all the way to the company’s top strategic plan- The publication includes articles, interviews and ning board. And it allows customers to take part fact sheets. But more importantly, you also find in the development of products, enabling them to seven cases on how small and medium-sized spring from specific needs and lived lives. Danish companies work with design, and the value they believe it adds to their business. In short, strategic use of design is a growth factor and a job generator, because it helps companies D2i – Design to Innovate and Monday Morn- optimise and improve everything from produc- ing collaborate because we believe that we need tion to product, from strategy to process. to learn about and discuss more examples of how we can generate growth and maintain jobs After several years with financial crisis, the Dan- in Denmark. There are many different takes on ish economy is finally showing positive signs. But this, which is something Monday Morning has our growth is still weak. The Danish GDP rose spent several years unveiling. D2i – Design to In- by a modest 0.5 per cent in the first six months of novate is at the heart of the Region of Southern 2014, compared to the first two quarters of 2013. Denmark’s concentrated effort to use design as a And our competitiveness is waning; for seve- driver for growth and conveys design knowledge ral years now, Denmark has tumbled down the and experiences to the companies in the region. World Economic Forum’s Global Competitive- These valuable experiences can be used as inspir- ness Index. In 2008, Denmark was in third place, ation for future business development. in 2011 we came in eighth, while in the latest rat- ing, we are down to number 13. This is why it is It is our hope that you will join us on this new still vital that we support growth and job creation path to growth and job creation. in Danish companies. Strategic use of design is an obvious, but often neglected, solution. Enjoy the read. In the Growth Plan for Creative Businesses and Thit Juul Madsen Design (Vækstplan for kreative erhverv og de- Head of Secretariat at D2i – Design to Innovate sign, ed.), the Danish government acknowledges that design rhymes with growth. But we need to Morten Hyllegaard think design into the very core of Danish busi- Director of Monday Morning Welfare 5 Sources The People We Talked to Adam Steensberg, Vice President and Institute of Interaction Design Southern Denmark Head of Development, Zealand Kirsten Møller Jensen, Innovation Rie Schultz Hansen, Principal Scientist, Andrew Nagel, Creative Director and Manager, Easyfood Zealand Owner, DEVELOPA Lars Bilde, Chief Executive Officer, Rikke Lildholdt, Marketing and Annabeth Aagaard, Associate Professor, Isabella Customer Satisfaction Manager, Department of Leadership and Strategy, Leendert Bjerg, Project Manager, ISOVER University of Southern Denmark D2i – Design to Innovate Sabine Junginger, Associate Professor, Anne Dorthe Josiassen, Chief Operating Lykke Bloch Kjær, Project Manager, Design School Kolding and Fellow, Officer, Danish Design Centre Sustainable Interruptions (Bæredygtige Hertie School of Governance, Berlin Christian Borch, Vice President Product Forstyrrelser, ed.), D2i – Design to Sam Bucolo, Professor, University of Management, Georg Jensen Damask Innovate Technology, Sydney Claus Christensen, Chief Operating Madeline Smith, Head of Strategy, Sine Olsson Heltberg, Special Officer, Acarix Institute of Design Innovation, Glasgow Consultant, Danish Ministry of Business Ditte Olesen, Development Manager, School of Art and Growth Isabella Marie Lerche Ratzer, Head of Section, Simona Maschi, Chief Executive Officer Elsebeth Gerner Nielsen, Rector, Design Danish Business Authority and Co-Founder, Copenhagen Institute of School Kolding Martin Lassen, Commercial Director, Interaction Design Flemming Paasch, Managing Director, KRUUSE Susi Philipp, Baker, Easyfood Easyfood Michael Opstrup, Partner, Experience Søren Birkelund Pedersen, Regional Jacob Fruensgaard Øe, Strategic Director Designer and Advisor, Experienced Project Manager, Invest in Denmark, and Partner, Hatch & Bloom Mikal Hallstrup, Chief Visionary Officer Ministry of Foreign Affairs of Denmark Jacob Himmelstrup, Managing Director, and Founder, Designit International Tad Simons, Managing Director and Linimatic Morten Kjeldsen, Market Director, Co-Founder, Pyxera Jan Stentoft, Professor, Department Isabella Thit Juul Madsen, Head of Secretariat, of Entrepreneurship and Relationship Per Krogh Hansen, Head of Campus D2i – Design to Innovate Management, University of Southern Kolding, University of Southern Denmark Tina Thomsen, Design and Development Denmark Poul Rind Christensen, Professor, Manager, Bjert Invest Julia Frederking, Project Leader and Department of Entrepreneurship and Ulrik Gernow, Senior Vice President, Senior Interaction Designer, Copenhagen Relationship Management, University of LEGO Group NEWDOING 6 Sources The Material We Read Design Council Statistics Denmark Teknikföretagen Leading Business by Design, 2013 (Danmarks Statistik, ed.) (A Swedish employers' organisation, ed.) The Power to Transform, 2012 Nationalregnskab 2. kvt., Nyt fra Företag som satsar på design är mer The Value of Design Factfinder Report, 2007 Danmarks Statistik, nr. 439, 2014 lönsamma, 2011 Design Management Institute The Danish Business Authority University of Aarhus The DMI Design Value Scorecard: A New (Erhvervsstyrelsen, ed.) (Aarhus Universitet, ed.) Design Measurement and Management Danske virksomheders brug af design, Undersøgelse af strategiarbejdet i danske Model, 2013 2011 virksomheder, 2014 Design skaber værdi – udbredelse og Design School Kolding effekter af design, 2008 University of Southern Denmark (Designskolen Kolding, ed.) (Syddansk Universitet, ed.) Design in the Organization: Parts and The European Commission Designkapaciteten i mindre danske Wholes, Sabine Junginger 2009 (Europa-Kommissionen, ed.) virksomheder, CESFO 2013 Design as a driver of user-centred Virksomheders strategiske tilgang til LEGO Group innovation, Commission Staff Working design, D2i Working Paper, 2013 (LEGO Koncernen, ed.) Paper, 2009 Kreativitetens regionale indtog: Product innovation secures strong 2013 Design for Growth and Prosperity, Designerhvervets rolle for lokal og result for the LEGO Group, press release European Design Innovation Initiative, regional udvikling, Poul Rind Christensen 2014 2013 2013 Design Policy Monitor 2012: Reviewing Danish Ministry of Business and Growth Design and Innovation Policies across World Economic Forum (Erhvervs- og Vækstministeriet, ed.) Europe, Sharing Experience Europe, The Global Competitiveness Report 2014- Vækstplan for kreative erhverv og design, 2012 2015, 2014 2013 Region of Southern Denmark Where available, listed in English Rambøll (Region Syddanmark, ed.) CEMindex 2014: Når kursen sættes med Kreative erhverv og design – Regional kundefokus som 1. prioritet, 2014 udviklingsplan, 2014 7 Fact Sheet WHAT IS STRATEGIC USE OF DESIGN? Strategic use of design is about utilising methods and tools from the world of design systematically in order to come up with new ideas and develop products,