An Interview by Red Bull
In this interview of me by Red Bull I talk about the history, philosophy, and working methodology of IDEO, the global design and innovation consultancy I used to be partner and managing director of. IDEO is renowned for its creative and holistic approach to solving complex problems and has been instrumental in developing iconic products, such as the Apple Mouse, and innovative solutions across industries. Below the link to the article (in German)
If you can’t read German, below is the summary and key points of the interview. ;)
Summary of the article:
Origins: IDEO, originated from a design and engineering office, Hovey-Kelley, founded by Stanford graduates David Kelley and Dean Hovey. Steve Jobs approached them in 1980 to build a more reliable and cost-effective computer mouse, marking the beginning of IDEO.
Philosophy and Approach: I believe in Human-Centered Design, focusing on consumers' needs and experiences. At IDEO we involve clients in the innovation process, emphasizing observation and empathy to understand consumer behavior and needs. We value teamwork, emotional intelligence, and multidisciplinary approaches, involving experts from various fields like psychology, anthropology, industrial design, and software development.
Innovation and Design Thinking: IDEO has been a pioneer in promoting Design Thinking, a methodology that emphasizes empathy, experimentation, and iteration in problem-solving. We are known for our rapid prototyping and “fail fast” approach to innovation, allowing us to quickly learn and adapt.
Projects and Impact: We have worked on diverse projects, from improving Lufthansa's business-class service to reforming school systems in Peru. We and I aim to create positive societal impact and am increasingly focusing on sustainability and projects that benefit both humans and the environment.
Work Culture and Employee Empowerment: We value our employees, fostering a culture that encourages creativity, respect, and freedom. We provide an environment that nurtures the intellectual and creative spirits of my employees, celebrating their projects and ensuring their well-being.
Future Direction: We continue to evolve, adapting to the complexities of the modern world. We are exploring projects outside the corporate sphere, aiming to bring about systemic changes in education and healthcare, and working on sustainable solutions to address environmental challenges.
Conclusion:
IDEO stands out for its’ innovative and human-centered approach to design and problem-solving, with a commitment to creating a positive impact on society and the environment and nurturing and empowering work culture. IDEO continues to be a beacon of creativity and innovation, inspiring businesses and individuals to think differently and work collaboratively to address the challenges of the future.
