DME Conference & Awards • Saint Etienne • 20-11-2014

Connecting the world of business, management and creativity

DMN (Design Management Network) The Netherlands

Pieter Aarts MDMMember of the board DMN

Strategist and consultant ContentKings (Rotterdam)

Member of the jury Dutch Design Awards (Best Client)

Guest lecturer TUDelft, Nyerode, TU/e, KU Leuven (a.o.)

We are Dutch

The creative industry is the steam-engine of the 21st century

Design delivers relevance to our products and services

Dutch design?

DMN, the facts

Short history / 1

Where we come from 1995 Initiative of a group of design specialists

1999 Formal establishment DMN foundation

2013 100+ participating design and management professionals

Short history / 2

DMN todayOrganizations Schiphol, Rabobank, Ahold, Heineken, Philips

Design agencies EdenSpiekermann, TotalIdentity, VBAT, studio Dumbar

Education & research TU Delft, TU/e, InHolland, HKU Utrecht, TNO

Target groups / 1

OrganizationsWhich are interested in the strategic use of design.

Design drives growth and creates demand, realizes a durable competitive advantage.

Target groups / 2

Design managers & agenciesFocus on design as problem solver and as driver for innovation.

Make intangibles tangible with methods and tools such as co-creation, workshops and storytelling.

Target groups / 3

Education & researchDesign as subject for research and as linking pin to other disciplines.

Identify and interpret issues and translate them into accessible insights, knowledge and tools.

DMN, the Why

DMN in short / 1

Vision Organizations have to cope with a fast, fundamentally changing context.

Creativity is necessary to be innovative and to develop products and services which are relevant for the user.

DMN in short / 2

Mission DMN connects professionals who are engaged in the use of design to help organizations realize sustainable growth.

DMN in short / 3

Claim DMN helps our participants to develop and share knowledge on design as a strategic organizational asset.

(e.g. to make identities tangible, generate new product and service propositions and design user centered experiences)

DMN in short / 4

Effect By managing creative processes effectively we contribute to designing and managing the businesses of the future.

Design works

Design, the Why

Fit to a changing world

Adapt or die

Merci!