‘You think because you understand one, you must understand two, because one and one makes two. But you must also understand AND.’
— Sufi
We are experienced innovators doing our best work at the fertile intersection of culture, technology, and business. Design thinking and doing bridges these areas and provides vision, meaning, structure. DIGITAL TRANSFORMATION has been a golden thread in our lives for over three decades now. A thread actively woven: we participated in creating the habitat of digital natives. We therefore understand
that the acceleration and exponentially growing impact of the fourth industrial revolution is not just about the technology powering it. It is foremost about our whole culture – our relationships, the way we live, the way we work, how we are creating value, what whe consider valuable, how we spend our time, and ultimately where we belong. _Nothing_ will remain as it was. This change includes ourselves: the ‘digital studio/agency’ is an oxymoron – the former agency model for design is dead: nobody in their right mind is going to outsource crucial functions of their business. The former crafts model for design as a profession has been dead even longer. Organisations that want to thrive in the experience-centric 21st century economy will need to grow and mature design savvy all across their teams. Over the last decade our focus as a consultancy has thus been shifting from products to people and organisations.
‘Building a creative culture and a design-thinking capacity within the organization itself remains the best way to ensure that a company will thrive in the face of fast-paced change and unanticipated disruptions. Doing so is a design activity in its own right and may require designers and organizations to rethink design thinking.’
— Prof. Thomas Fisher/Jess Roberts (Minnesota Design Center)
