European Parliament • Brussels • 27 01 2016

Connecting the worlds of business, management and creativity

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.)

Yes, we are Dutch…

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

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

Design creates (and maintains) a sustainable competitive advantage

Dutch design… 3 Cases: a mentality rather than aesthetics

Think unconventional Holistic approach Co-create Democratic setting Manage uncertainty

CASE 1

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

CASE 2

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

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

Dutch approach

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

Thank you!