Success hinges on anticipating on developments in your area. It is always important always to be curious to see what's on the next level and to translate that into your strategy and business model. Especially in this time of extreme expectations, rapid change and complex structures, it is essential to make the right decisions in time. Innovative strength and strong concepts therein are an essential factor. And not only for businesses are good concepts worth a fortune. Also, social issues will benefit from innovative solutions. But how to achieve this?

In the wayfinding of a strategy or business model the strength of innovation can't be found when relyingtrusted merely on an analytical approach and the rational of the left side of brain, but can be better reached in conjunction with by the use of synthesis and intuition of the right /sidehemisphere. The new era is increasingly complex and requires new ways of thinking and developing.


  1. ‘Design thinking has become business strategy’

    “Because of all the digital disruption the urgency of innovation is more than ever felt. The importance of the end user experience, which designers are always working on, is finally being recognized.

    The so-called design thinking has been around for a while. In today's digital age large traditional companies are increasingly under pressure. Companies like Uber and Airbnb, whose creative thinking is in the genes, are disrupting markets. Whilst digital transformation is high on the agenda design thinking takes an important place in the boardrooms of traditional businesses.

    In design thinking it's not only about the beautiful design of a product, an app or website. Design thinking creates design principles like the focus on the end user and the ease of use across the organization. Designers keep their focus on the larger problem, they embrace abstract challenges and uncertainties. By fueling the imagination, new ideas and innovation rise. Managers are taught to make continuous product improvements based on feedback from end users. Financieel Dagblad."


Design Thinking is a constructive method to support new initiatives like startups, spin offs, joint ventures and innovation projects. Holistic, creative, emphatic, with focus on the human perspective.

Design Thinking brings/offers models for a new way of thinking. It's is an proven approach to a business problems or societal challenges, delivering to come up with creative and innovative solutions based on knowledge of human behavior.

Design Thinking makes use of the Double Diamond model which leads to specific solutions. The first step is to define the challenge.

FRAME A well defined question is a half solved problem.

RESEARCH The following step is researching the availability of sources and information, and adjust these.

IDEATION The information is used to create new ideas.

PROTOTYPE TEST The best ideas out of these are chosen and tested and prototyped.

This proces can be partially repeated for reinforcement. In the ideal situation we prepare the organization in recognizing and practicing the process by which it can become self-learning.


For 20 years now I, Sandra van Vliet have advised corporates, creative industry, companies and organizations in the use of creativity and innovation for their development and growth as a concept developer, product and service designer and communication and branding strategist.

I believe that true innovation originates from connecting different disciplines and perspectives, and that this process needs experienced direction and a structured communication process. Trust is needed. Therefor I love to work in a preferenced team of specialists and generalists; communication experts, developers, service designers, graphic designers, photographers and copywriters.


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