1. European Parliament • Brussels • 27 01 2016
Connecting the
worlds of business,
management
and creativity

3. 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.)

4. Yes, we are
Dutch…

6. 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

8. Design delivers
relevance to our
products and
services
Paul Polman, CEO Unilever

10. Design creates
(and maintains)
a sustainable
competitive advantage

12. Dutch design…
3 Cases: a mentality rather than
aesthetics

13. Think unconventional
Holistic approach
Co-create
Democratic setting
Manage uncertainty

15. CASE 1
Intelligent ‘circular’
platform
Find and define a new ‘circular’
platform on the basis of people’s
daily needs

17. CASE 2
Healing environment
An user centered approach
and a holistic view made
tangible in an emphatic
concept

19. 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

20. Dutch approach

21. Be emphatic
Be curious
Embrace complexity
Be cooperative
Dare to fail: prototype

27. Thank you!