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LOCATION: MÜNCHEN/ DATE: 21-2-2013

CREATE THE DIFFERENCE
PRESENTATION

COMBINE STRENGTHS!
VanBerlo	
  -­‐	
  designfokus	
  
Copyright	
  Jan-­‐Erik	
  Baars,	
  2013	
  
The future is
not what it
used to be!

2
In the past,
the future was
better than
the now!
3
Anything goes!

4
A better place!

5
Today, the
past is better
than the now!
6
7
Future is
hitting us!

8
We face wicked
problems!
• 
• 
• 
• 
• 
• 

Pollution
Sustainability
Saturated consumers
Talent scarcity
Fierce competition
…

9
Uncertainty !

10
?	
  

How to react?

11
Different approaches

Cultures approach
uncertainty in different
ways – as with
innovation and product
development!
12
British

13
14
German

15
16
Dutch

17
18
Dealing with uncertainty:
“everything that’s uncertain, is interesting…”
“everything that’s uncertain, is dangerous…”
“everything that’s uncertain, is ridiculous…”

Source:	
  G.	
  Hofstede	
  

19
3 ways to solve wicked
problems…
1. Authoritarian: Let Steve Jobs do it!
2. Competitive: Let the best win!
3. Collaborative: Combining strengths!
20
...and their feasability.
1. Steve can’t do it anymore
2. We will have to wait forever
3. The only viable option!
21
We can only
solve wicked
problems if we
collaborate!
22
Collaborate between cultures!

What about the Dutch and German?

23
Typical Dutch…

24
Typical German…

25
Culture What are strong aspects:

German strength in
innovation:
thoroughness,
quality, uncertainty
avoidance, control…

Dutch strength in
innovation:
opportunism, witty,
flexible, with the
flow…
26
Implications on innovation:
German strengths:
Focused, stringent,
goal oriented,
Their challenges:
Creating new
opportunities,
flexibility, speed,

Dutch strengths:
Openness,
confidence,
consensus oriented,
Their challenges:
Processing
opportunities, rigidity,
stability,
27
How to tackle an issue:

28
German approach:

29
Dutch approach:

30
Innovation funnel:
German funnel:

Dutch funnel:

Focused on
achieving the right
quality of outcome:
suspicious,
thorough, driven

Focused on
achieving the right
quality of input:
curious,
opportunistic,
creative
31
Innovation funnel:
German funnel:
tight

Dutch funnel: open

32
Typical German?
Siemens, Mercedes,
DB, etc.
High-tech, process,
quality, reliable,
But:
Boring, technology
centered
33
Typical Dutch?
Philips, TomTom,
Unilever, etc.
Inventive, creative,
opportunistic,
But:
Not so thorough,
human centered
34
Combining strengths!

IMAGINE!
35
Combining strengths!

A Siemens product,
with the design
quality of Philips?
36
Combining strengths!

A Philips product,
with the build
quality of Siemens?
37
Innovation Process / Combining strengths

Dutch push

Germans pull

38
Despite...

39
Let’s combine strengths!

40
Thank you! /

41
Jan-Erik Baars
Associate Partner DACH Market

www.vanberlo.nl	
  

www.janerikbaars.com	
  
Pictures from iStockphoto
©iStockphoto/designfokus	
  

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