Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

  • Be the first to comment

  • Be the first to like this


  1. 1. European Parliament • Brussels • 27 01 2016 Connecting the worlds of business, management and creativity
  2. 2. DMN (Design Management Network) The Netherlands Pieter Aarts MDM Member of the board DMN Strategist and consultant ContentKings (Rotterdam) Member of the jury Dutch Design Awards (Best Client) Member of the jury Design Management Europe Awards (DME) Guest lecturer TUDelft, Nyerode business school, TU/e, KU Leuven (a.o.)
  3. 3. Yes, we are Dutch…
  4. 4. The creative industry is the steam-engine of the 21st century HRH Willem Alexander The creative industry is the steam-engine of the 21st century HRH Willem Alexander
  5. 5. Design delivers relevance to our products and services Paul Polman, CEO Unilever
  6. 6. Design creates (and maintains) a sustainable competitive advantage
  7. 7. Dutch design… 3 Cases: a mentality rather than aesthetics
  8. 8. Think unconventional Holistic approach Co-create Democratic setting Manage uncertainty
  9. 9. CASE 1 Intelligent ‘circular’ platform Find and define a new ‘circular’ platform on the basis of people’s daily needs
  10. 10. CASE 2 Healing environment An user centered approach and a holistic view made tangible in an emphatic concept
  11. 11. CASE 3 Smart cities, smart data Intelligent use of new technologies (smartphone: location and big data) in a user friendly app which delivers maximum relevance
  12. 12. Dutch approach
  13. 13. Be emphatic Be curious Embrace complexity Be cooperative Dare to fail: prototype
  14. 14. Thank you!