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The Idea Group

Today and tomorrow I attend the 12th International Product Development Management Conference at Copenhagen Business School. The first day has been quite alright although I'm an outsider as non-scholar around all these Phd.-students and professors.

One key note was one of Denmarks grand old men in design, Jacob Jensen, who did the most living presentation of the day when he talked about his life and cooperation with Bang & Olufsen between 1960-1990. He showed some remarkeble designs that are still brilliant although they were drawn (they really was drawn) some 40 years ago. The transistor radio prototype shown on the picture is from 1962!

27Most interesting however, was how Mr Jensen and the key stakeholders from B&O formed a "group" called the idea group. The group consisted - apart from Mr Jensen - of the Chief Financial Officer, the Product Development responsible and the Chief Marketing Officer and they meet once every week!

Imagine the atmosphere, the decision power and the discussions they must have had. It's just such a simple idea but it shows so much commitment from the company and so much "guts" from the designer. Around that table they could - each week - talk about how current project ran, how the product strategy should look for the future and secure coherency over some cups of coffee.

They results speak for themselves: during the partnership with Mr Jensen B&O rose to become an international brand with a very distinguese design. Ofcourse Mr Jensen was - and still is - a remarkable designer but I'm sure that the organization of the development - the idea group - also played a vital part.

Now the tide has changed and things are not going like they should at B&O, maybe they should try an idea group again. Perhaps they are pursuing this strategy allready?

Posted by Magnus Christensson on June 13, 2005 in Product Design & Development | Permalink

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CPH127 is a sense-making initiative. We aim to create a open dialogue around the profound understanding of the leadership, organization and strategy of creative business functions with the aim to create new value (for customers, employers and stakeholders.

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