In this blog you can find the latest updates from the professors and students of the Masters in Corporate Communication, Master in Digital Journalism and Master in Visual Media.
8
Sep

Xavier Escales: #AlwaysPeopleFirst

Written on September 8, 2016 by Vanessa Dezem Baida in News

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It is often the case that you forget thinking about your employees even though we talk a lot about how to sell your product and service to customers. Xavier Escales is the country manager of ASICS Iberia. He puts an emphasis on the importance of treating your employees well. Perhaps, it is time to stop talking about social media and technology for a while and to start a conversation on how you can treat your people. Social media is important but people are much more important. Let’s learn from Xavier what is the concept of  “#AlwaysPeopleFirst.”

 

For those who are not familiar with you, let us know more about who you are. Why did you start working for ASICS, not other sports brands?

I started working for ASICS because working with great people has always been one of my priorities. My former boss in LifeFitness, Emilio Risques was hired by ASICS and called me to join the project. I knew we would make a great team. After working 10 years in ASICS, knowing the company and the other sport brands values, I can say I made the right choice.

 

What would you like to achieve as the country manager of ASICS Iberia?

My main goal is to continue the growth of the company by adapting it to the fast changes that we are living. That means we have to continue succeeding with our current category businesses and launch new ones (the more surprising the better). Always taking into account that everything starts with our employees, they are our greatest asset.

 

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You are about to finish writing a book. Please let us what it is about.

It is about the story of this last decade working in ASICS Iberia. I explain all we have been through, the highs and the lows, the successes and the mistakes. Basically, all that I learned and how our people made it possible. The intention of writing this book is to be useful for leaders in the organizations who look for transformational success.

 

What is the concept of #AlwaysPeopleFirst?

Most of the businesses begin with an employee and ends with a consumer. Due to the fact that the consumers are getting more and more power (which I think is good), companies are paying a lot of attention to them and sometimes are forgetting about their own people. They focus on trying to improve their consumer experience without realizing that it begins with having the employees fully engaged. To put it on a nutshell, #AlwaysPeopleFirst is about really caring about your people – being there when they really need you, being honest and being trustful; Once you achieve it (which is not so simple), you begin to see that what you want, happens. Not because you tell your people to do it, but because they know it is important to you and they want your success too.

 

Why people not product/service?

People cannot be copied and people make things happen. Talented people are and will be the scarcest resource (even more than time). So, it makes total sense to me as priority number 1 for a leader. I do not know any leader followed by products or services, but I know a few great leaders followed by people. These are the leaders who will succeed.

 

A lot of people do not know that ASICS is from Japan. What is opportunity and challenge for a Japanese brand to compete in the European market?

The Japanese brands have a great opportunity in the European market. The Japanese culture, food, fashion etc, is really appealing for the Europeans. Their products are made with high quality and design, and the technology plays an important role which is crucial in today’s world. The challenge that they might face is the speed of taking important decisions. Japanese tend to look for consensus, and sometimes, it takes some time to do it. We live in the fastest times ever and it is important to speed up.

 

How has the technology changed the relationship between the brand and customer do you think?

The change I am more interested in is the one that has allowed the consumer to interact much more directly with the brand, even their leaders, thanks to social media. We have a department of Consumer Experience. Among other things, this department is in charge of managing a Twitter Account for the consumers to contact us. It is great to read their opinions, their motivations and especially their complaints in order to learn from them.

 

What is the biggest challenge that companies need to overcome to survive today?

To be able to evolve and adapt as fast as is needed today. Most of the companies we work for were not created thinking of the world we live in today. And honestly the leader of these companies, we were not taught about how to deal with the situations we face nowadays. I did not have IoT or neuromarketing classes at the university when I got my Business Bachelor for example. But today I need to know about this subjects to run the business.

 

If you give a class in a business school tomorrow, what would be the title of the class and what would you try to share?

The title could be Business Success: from the Employee to the Consumer. I would share how big the impact of an employee in the P&L [Profits & Losses] (I would define this in brackets since non-business minded people might not know what Profits and Losses are) is, what the best practices are in order to get engaged teams and how to transform it into specific business results.

 

Please give a message for students.

Think before doing things. Decide what your most important goals are and what you really want (personal and professional). Then be consistent and persist. You cannot have it all in life, but you will not be happy without the important things for you. That is why you have to focus on them. Finally, be generous with people, care about them, they will help you to succeed.

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6
Jul

Alexey Shaburov: From Business World to Art World

Written on July 6, 2016 by Vanessa Dezem Baida in News

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Alexy Shaburov is the founder of Contemporary Museum of Calligraphy, National School of Calligraphy, International Exhibition of Calligraphy, and National Union of Calligraphers. When he was a student, he was a member of the National Youth Judo Team of the Soviet Union. Drafted into the Army when he was 18 years old, he became a member of the Russian military judo team. In 1998, he started his professional career at Sokolniki Exhibition and Convention Centre, and became its owner and CEO in 2010. He has established numerous social projects, such as the first exhibition in the stratosphere; an expedition to the North Pole; and so on. Today, he tells us how he has established such a great life path.

—–For those who are not familiar with you, please let us know more about your background. What did you want to become when you were a teenager?

 

I was born in a small town called Ivanteyevka located in the outskirts of Moscow. Ever since I was very young I dreamt of a military career. I always believed that military men should be strong and athletic, so I asked my parents to enroll me in a judo class. I was very lucky to get great instructors who were Honored Masters of Sports.

 

—–You have rich experience in different fields such as Judo, army, and business. How do those different fields generate a synergy or how do you integrate them?

 

Whenever the time comes to choose a new field of activity I always focus on self-development and finding a new way of understanding myself.

 

 —–What is the most important thing that you have learned in your career as a CEO/owner of business?

 

As a business owner, I learned the importance of understanding human resources and how to manage people effectively.

—–What was your motivation to establish the school and the museum?

 

The idea to establish a calligraphy museum was quite spontaneous. I happened to run across an article about calligraphy in a flight magazine, and the theme caught my imagination. At that time, I had just finalized a large project, and I decided it was the right moment to establish the Contemporary Museum of Calligraphy and the National School of Calligraphy. The museum we now have is quite unique. True, there are many museums devoted to calligraphy in the world, but each of them is dedicated to only one kind of calligraphy art. I believe I have managed to achieve a seemingly impossible feat: to create a museum where one can find examples of contemporary calligraphy from every corner of the world.

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 —–Why are you so interested in calligraphy?

 

I’ve come to understand calligraphy as a way of materializing my thoughts through a handwritten text, with its beauty and power. Since I discovered calligraphy, I’ve been writing by hand more, my way of thinking has changed, my literacy has improved and my senses have developed.

 

In this era of computer technology, the traditions of handwriting are gradually withering. I’m happy about the contribution I’ve made for the preservation of the beauty and richness of writing traditions of various nations for future generations.

 

—–In the 21st century, how do the business world and art world can live together?

 

That’s a hard question to answer. I suppose that the integration of art into business might help change the world for the better.

 

—–From your perspective, what business people can learn from artists, and vice versa?

 

Interaction with any form of art is bound to bring something new into the life of any person from any background and occupation. Art helps us change our lives for the better.

—–You have achieved lots of things in your life. What would be your ultimate goal in your life?

 

True, I have achieved a lot, and I don’t intend to stop any time soon. I have many goals, but my ultimate goal is to pass on my life experience to my children and to become a truly patient and understanding father to them.

 

—-If you could make a call to 20-year-old Alexey Shaburov, what kind of advice you would give to him?

 

Follow your dreams, keep your hopes up, move ahead and enjoy every moment of your life.

 

—–If you could leave a message to make the world a better place, what would your message be?

 

The world is full of wonders. The world’s general purpose is life. Know yourself through the mechanisms of life (positive thinking, inspiration, beauty, desired actions, and such).

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25
Jan

The Entrepreneurial Story

Written on January 25, 2016 by jnelson in News

Last week the 2015-2016 Master in Visual and Digital Media (MVDM) had a session at the IE Venture Lab. As part of the practical, project-based component of the academic course for the MVDMers, this was also an opportunity for new start-up concepts within the Venture Lab to pitch their various entrepreneurial ideas with hopes working with one of the seven work teams that make up the MVDM group. Essentially, the entrepreneurs pitched, we (the MVDMers) voted on the concept we would most like to work with throughout the semester, and finally we were paired with teams. Although this is just the basic itinerary of the evening, a few things about entrepreneurship and the entrepreneurial spirit stood out to me.

First, to say that the range of ideas presented on the evening was wide would be an understatement. We heard pitches from enterprises that had every type of characteristic you could think of – from digitally based to product based, from finance to culinary – through a sliver of the scope of what modern entrepreneurship has to offer, we saw an ample range of possibilities presented in just a few hours. But how, how can there be so many entrepreneurs loaded into one building? Is this really an organic environment for innovation, and if so, why are we of value as budding specialists in all that is communication, digital, creativity and media?

My preliminary conclusions are telling me this — entrepreneurship is not an engrained trait, nor is it solely the skillset of persuasion. One thing that it seems quality entrepreneurial ideas have in common is not even this buzzword of “innovation”. The common factor is closeness to a process. There appear to be a few things, innovative-mindset, detail-orientation, peripheral vision, flexibility, resilience, and other traits of concepts that mesh together to tell a story. An environment that promotes the formation of such a story will find success. Realization that as students in a course defined as Visual and Digital Media, one of our greatest assets is the ability of means through which narratives and journeys might be creatively expressed is of unexplainable importance to the entrepreneurial process itself, adding value for those telling their story and those who ultimately listen. In the end, an average story that is well-communicated can be far more valuable than a good story that is poorly communicated.

Now my group is working with ShareMad, a digital sharing platform for surfing and potentially other sporting equipment. Alongside some talented MVDMers, these promising start-ups will have much to tell in the coming months, look out for it!

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20
Nov

What happens next? #IEWeekend

Written on November 20, 2015 by kiszivath in News

Hi candidates,

It was a pleasure to meet all of you in the past #IEWeekend fall 2015 edition. I am a current an IE MCC student, but this was my first IE Weekend as well. After all, I need to tell that I had an awesome weekend meeting all of you, you guys made the event a success.

We had sessions of creativity and innovation, up to one were we learned about entrepreneurial opportunities in the technological world. I was totally amazed by all the products you guys were able to create, putting into practice the class of the Prof. Peter Bryant. Nothing is better than learning by doing, and I can confirm that besides diversity, this is the essence of IE. 

Let’s not forget “The Paella Challenge”. So many chefs! For me, as a judge, was a tough decision. Let me congratulate once again the PaeIE Team for winning, and of course, having the best paella!

I hope you guys liked the IE experience: diversity, learn by doing, and work hard but play harder. If you have any questions, feel free to leave a comment. So, what happens next? Apply to IE!

Until the next!

Suzanne Kiszivath

PS: Enjoy a recap from the weekend!

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19
Nov

IE Weekend – The Weekend In RevIEw

Written on November 19, 2015 by jnelson in News

A day after the completion of my second IE Weekend experience, I wake up before the sunrise to sink my nose into some tasks with alarmingly close due dates. Stopping to reflect on the fact that just last November I was awestruck with the prospects of attending IE and living in Madrid, it would be an understatement to say that I am a bit mind-blown to have the opportunity to actually reflect in this way. This affordance of a perspective that allows me to compare perspectives and views on all that is the IE Experience from both sides of the glass is truly valuable in that connecting with those participating in the IE Weekend this past Friday and Saturday did not in any way feel like a task, or an active practice. In reality, I felt very much like an attendee, transposing my year-old experience into the fresh, novel experiences of this year’s IE Weekenders. Fully immersed within my new capacity and role as a current IE student, oddly enough the weekend evoked strikingly similar sentiments in comparison to last year. Sure, this is the second year in a row that I have sat through Professor Andrew McCarthy’s creativity workshop (3rd time in 12 months to be honest), but it felt as captivating and novel as the first time I stepped foot into IE. Last year I was a prospective, aspiring student, and now I am a full-time and fully active member of the IE community—so how could the core of this event feel so analogous to last year?

 

That’s when it started to make sense – the essence is in the experience. Although I may be in a different position, things appear as clearly as ever. Maybe I am biased, as the paella competition was rather life-changing in my opinion, but the IE Weekend experiences seem to be pushing forth from an already high standard of representing what the IE Experience purports to be. I am just glad that I have 9 months left to experience it!

 

Until next time,

 

Jonny Nelson

Enjoying the IE Weekend with fellow IE fellow, Suzanne Kiss

Enjoying the IE Weekend with IE fellow, Suzanne Kiszivath

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11
Nov

Anxo Peréz: Linguistic Prodigy. Be True to Your Vision

Written on November 11, 2015 by Vanessa Dezem Baida in News

Anxo Peréz is the founder of 8Belts which is an online service to allow people to learn Chinese in 8 months. He is well known as a language genius that he speaks multiple languages. He is also the author of 88 peldaños del éxito. Today, he tells us the essence of how to take a leap of faith to build your own life.

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1. First of all, for those who are not familiar with you, let us know more about you. You are well known as a polyglot. How did you get interested in languages so much?

AP: I am just a humble apprentice that still has much to learn. I became interested in languages when I was a child. However, my interest wasn’t what was important, it was the fact that I realized that language teaching constituted one of my oil wells. However, I’d like to stress that my abilities aren’t better than everyone else’s, they’re just different. As soon as I discovered that one of them was languages, I decided to strengthen this ability as much as I could. There are two ways to increase one’s value in the world. One is improving the bad. The other is taking advantage of the good. The key to success isn’t found in the first one, it’s found in the second.

 

2. When you speak different languages, what happens in your mind? Does it feel  like you’re a different person?

AP: Anxo Pérez is Anxo Pérez, whether he’s speaking Gallego, Spanish, Chinese, or English. It’s just like how you continue being yourself making lunch and writing an article for a blog, a person is the same person no matter what language they’re speaking. Me communicating with someone in one language or the other doesn’t matter. The important thing is that we communicate. I feel the same way in every language.

 

3. You often encourage people to take  action. Are you naturally an outgoing person or did you have a specific episode that changed you to become proactive?

AP: When I was fifteen, I realized that I wasn’t making the most of my talents and I decided to move to the US so I could better take advantage of them. While there, I was able to develop my language-learning and musical abilities. If I hadn’t decided to incite change at that time and in that way, none of the wonderful things that have happened throughout my life would’ve ever happened. Actions have strength. Not one thing in the world around us has come from someone’s indifference.

The world isn’t moved by people with ideas because everyone has them. The world is moved by the few that are willing the do something with theirs. This is why I defend the standpoint that there’s magic in action.

 

4. What was the motivation for you to help people learn Chinese in 8 months? Why it was Chinese instead of any of the Romance languages?

AP: Because I couldn’t find any other language that was as distant and useful as Chinese. I wanted to dispel the notion that Spanish speakers aren’t good at languages. If we were able to demonstrate that anyone could learn Chinese with the proper method, why couldn’t we speak any language, like English, in the same amount of time?

Our mission is to demonstrate, to Spain and to the rest of the world, that there aren’t any “bad” ways to learn, but that there are ways to teach that can be improved.  When people don’t learn, it’s not their fault, it’s the method’s. If you teach properly, everyone learns. Even Chinese.

 

5. How do you make yourself outstanding in such a competitive market: language learning?

AP: You can’t achieve more than anyone by doing the same as everyone. We offer a different method where there are no classrooms, no books, no teachers, no exercises, and no tests. We also offer different results: you learn to speak a new language in just 8 months. If you don’t, you get your money back. Up until now, we haven’t had to return anyone’s money, not even once, because 8Belts doesn’t work 99% of the time, it works 100% of the time.

 

6. For most people, it is very scary to take a leap of faith to change their own life. How they can get out of their comfort zone?

AP: With monotony, you don’t suffer, but without risk you don’t grow. There are circumstances in which life puts a “dare-to” moment right in front of you. In such a case, you have two options: stay in your comfort zone, the safe place where you’ll never suffer, or launch yourself into the unknown. If you choose the second option, you may win or lose, but you’ll always grow.

 

7. What would be the first thing that someone could do to change their life?

AP: Incite change. Do things that you’ve never considered doing, play a new sport, learn a new language, talk to people that you never thought about talking to,… shake things up and observe the repositioning of all the pieces that make up your current situation in life. Action is magic, and shaking things up multiplies your magic’s impact.

 

8. What is the most important thing you have ever learned in your entrepreneurial life?

AP: Be true to your vision. When you begin a project, there are a thousand people that “advise” you to stop, they say that it’s not worth it, or that you should give your idea a 180 degree spin to “make it better.” Resist these temptations. Accept advice, but always stick true to your project.

 

9. If you could make a call to a 20-year-old Anxo Perez, what kind of advice would you give him?

AP: Don’t let a day go by without getting closer, even if it’s just a little bit, to achieving your goals.

 

10. If you can leave one message to make the world a better place, what would your message be?

AP: Chase your dreams…

 

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11
Nov

Every Weekend Is An IE Weekend

Written on November 11, 2015 by jnelson in News

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Frazzled, groggy, and anxious I step off of the Ryan Air jet, hoping that my first moments in Spain are smooth ones. Touching down at 9:15, my interview at IE Business School was in only 45 minutes, and I had not even yet lifted myself from my window seat. All the while, seething with anticipation, I sipped down a quick coffee and rushed to the bathroom – just after the Spanish officers eyed my passport and permitted me to pass. Hurriedly dressing in the bathroom stall, I felt as if I was racing against time. Could I have really forgotten all methods of tying my tie in this crucial moment? Maybe it was the fatigue. After all, I had been up since 4 AM in order to catch the bus from Limerick to Dublin which finally got me to the airport. Either way, time was not particularly on my side, and I had about thirty minutes to fix myself up, catch a taxi, and get to Maria de Molina 13 in decent fashion.

 

In my overconfident and underdeveloped Spanish – which I had hardly used in a year – I got in a taxi and directed my good man at the helm to my final destination. Buttoning my cuffs and straightening the ever-problematic tie hanging precariously skewed around my neck as the taxista weaved through mid-morning Madrid traffic, I pondered what the next hour of my life might have to offer for my future endeavors. Deepening in thought while conversing about Real Madrid, we passed Avenida de America and I was scaling the steps to MM13 before I knew it.

 

As flustered as I was, I remember thinking how smoothly the past 12 hours had gone to get me from Limerick, to Dublin, to Barajas, to Maria de Molina – and at that moment, I knew things were on my side. From then on, I might have had one of the best weekends of 2014. Enamored by the aura of Madrid and captivated by the quality of the people with whom I was interacting, I knew IE was a place that I needed to be, no doubts whatsoever remained in my mind. Friends that I connected with on the IE weekend are ones that still remain as I traverse Madrid and the IE experience throughout this year. As a stepping stone—a platform—into my real IE experience, I would have to say the enamor remains. The allure of uniqueness, opportunity, and a life-changing experience has only been scaled to appropriate proportions. The contentment and the gratification felt on that one weekend has been amplified into a year of prospects, and I couldn’t be happier. From the IE weekend to the full IE experience – I was privileged enough to get a glimpse into what life might be like a year later. Now I’m living it, and I am loving it.

5
Nov

IE Weekend Welcome- Suzanne

Written on November 5, 2015 by kiszivath in News

This girl over here is me, Suzanne Kiszivath.

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I am a Puerto Rican doing a Master in Corporate Communication (MCC) at the School of Human Science and Technology (HST).

I am glad to welcome all the IE candidates into the IE Weekend that will be held this 13-14 of November in Madrid. A year ago I was going through the same process deciding on what to do with my life and how I can enhance my professional career. Let me tell you I still haven’t found an answer BUT I decided to take control and push myself into a new amazing journey called IE.

The IE Weekend is an exciting weekend where you will taste the essence of what means to be at IE. Being an IE student combines the awesomeness of living in the beautiful city of Madrid (no doubt you will fall in love), live a unique experience of diversity (while studying with young professionals from around the world) and have professors that are gurus in their fields.

I will be with all of you during the weekend so feel free to ask me questions about IE, life experience or just about where in the world is Puerto Rico ;)

Let the fun begin!

Suzanne

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Suzanne at Toledo (city that is 2 hours away from Madrid)

19
May

Start-up yourself: A lesson from the author of Start-up Nation

Written on May 19, 2015 by Vanessa Dezem Baida in News

If you have worked closely to the startup scene or if you read many books, you may have heard a book called “Start-up Nation” Saul Singer is the co-author of “Start-up Nation“, one of the most famous books about innovation. Today he shares with us how he has innovated his Life.

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06.02.2009 - Author and journalist Saul Singer. Photo:Ariel Jerozolimski

1. For those who are not familiar with you let us know more about you. How did you get interested in journalism and writing?

SS. I started in journalism when I moved to Israel 20 years ago, working for a newspaper called the Jerusalem Post. I have no training in journalism, but my background in policy, from staff work in the US Congress, prepared me for writing editorials and eventually my own weekly opinion column.

 
2. When you write something, what happens in your mind? You know what you want to write from the beginning or you articulate it gradually?

SS: I find that ideas come from writing, rather than writing from ideas. Good writing usually requires clear thinking, but writing is often an important means to clarifying thinking.

 

3. What was the most difficult thing when you published your book? How has that experience changed your life?

SS: The most difficult thing was to invest a lot of time and effort without knowing whether anyone would actually see the result. The book completely changed my professional focus. Before the book I mostly wrote about strategy and politics. I have since become immersed in the much more interesting and exciting world of innovation, particularly, how countries become innovative. My travels to many countries to speak about the book have opened my eyes to the changing global map of innovation.

 

4. When you start something new, there are so many unpredictable things. Looking back, what did allow you to take a leap of faith?

SS: Ignorance helps. If I had thought too much about the chances of a book becoming successful, I might never have written it. All entrepreneurship involves a suspension of disbelief. Daniel Kahneman has written about the paradox that the most successful people have an essentially irrational approach toward assessing risk, and that progress and growth seem to be driven by such people.

 
5. Through your research and experience, what does make some people think differently?

SS: The main barriers to thinking differently are social and psychological rather than individual capability. Water likes to take the easiest, well-worn, path and so do we. I think that creative people don’t necessarily have more ideas than anyone else, they are just more driven and willing to stray from the well-worn path.

 

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6. What is the most important thing you have ever learned in your life and why?

SS: Victor Frankl was right; the greatest human need is for meaning. Most people are trying to make their life easier, but that’s not where meaning comes from. I know of only three sources of meaning: spirituality (belief or struggle), relationships (family and friends), and work (paid or not; what we do to have an impact on the world around us). We should be trying to bolster all three sources of meaning in our lives as much as we can.

 
7. When you hear the word “successful”, who is the first person come to your mind and why?

SS: It takes a lot of courage to actually do anything. I admire people who can build companies that change the world. I also admire people who can help one person at a time. Sometimes that takes even more courage.

 

8. What does “life” mean to you?

SS: Life is the pinnacle of creation. We are entering an age when we have to discover and re-discover what it means to be human. We are living in one of the most exciting moments in history. In this century, human life is changing faster than it ever has, and maybe faster than it ever will be.

 

9. If you make a call to 20-year-old Saul Singer, what kind of advices you would give to him?

SS: Get more experiences. Get out of your comfort zone. Educate yourself by building things and learning from people, not just in schools. Study stuff that you wouldn’t normally touch outside of school, like great literature, philosophy. Find ways to force yourself to write more often because that’s the only way to learn how to write – and other forms of creative communication.

 

10. If you can leave one message to make the world better, what would be your message?
SS: There so much that needs to be done; finds something that matters to you and do it. But in order to get stuff done, you also need to build your own character (see The Road to Character, by David Brooks). We often forget that part.

 

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14
May

The Entrepreneurial Design

Written on May 14, 2015 by Vanessa Dezem Baida in News

Jack Schulze is a Principal at BERG, a design consultancy based in UK, and co-founded the company in 2005. He obtained his MA from the Royal College of Art in 2006, where he worked on physical products connected to the web and new behaviours for mobile phones. He is a world-class profound and conceptual thinker. Today, he tells us about how he has built a bridge between the design and business.

 

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For those who are not familiar with you, let us know more about you. How did you start BERG and what was the moment that you determined to pursue it?
JS: I founded BERG with Matt Webb and Matt Jones. We decided to pursue it as a means of producing culturally relevant work in the technology sector. We also realised that the most significant artefacts of our age were connected products, and amongst them, those that included media the most powerful of all. We became determined that we should make our own piece of connected consumer electronics, manufacture and sell it.

 

You had entrepreneurial experiences before BERG. What has cultivated your entrepreneurship mindset?

JS: Entrepreneurship was a necessity. There are no business models for small companies manufacturing consumer electronics in North London. Mostly business is a flat, dull and uninventive pursuit by people in companies waiting for Californians to eat their breakfast and kill their markets. Experimental business models were all we had.

 

When you founded the company, BERG, what was the most difficult and challenging thing and how did you overcome it?

JS: Because we were unfunded, we had to overcome the costs of a brand new product to manufacture by bootstrapping the development to our consulting business. This creates a duality in motivations for the business which is very difficult to maintain. We managed it through solid internal communications and by billing very well in our consulting. Secondly, we lost quite a few core staff to Apple, which is hard too. Hiring is hard when you are small.

 

How do your entrepreneurship spirit and artistic mind work together?

JS: I’m not sure there is really a separation. I regard most of the artistic or creative pursuit as the core value that the business leverages for income and sales. So there is no entrepreneurship without the art. In some sense, design can be understood as a hybrid between entrepreneurial activity and artistic aims.

 

What would be the skill-set that would help artists to gain more business opportunities?

JS: Understand tax law, runways, P&L and know your worth when engaging business relationships. Especially with large companies. Ironically, traditional artists are under absolutely no illusion that they are part of a very lucrative market. It’s only the technology sector that artists resist commerce.

 

What is the viewpoint or perspective that artists have but business people do not have? How business people can apply that perspective to business?

JS: Business people cannot apply artistic instincts, because they don’t have them. The best thing they can do is put power in the hands of people with a cultural understanding. But they rarely do. Consequently, the best place for artistic or creative endeavour in the technology and media sectors is amongst the many floundering, panicking businesses run by ageing white men with no strategic grasp of their own markets. This panic and flux can create some remarkable opportunities for really inventive and commercially successful work.

 

When you design something, come up with new ideas, experience Eureka, what happens in your mind?
JS: Ha, good question, and one for which I’m afraid I have absolutely no idea. I can’t remember having any of the ideas that have emerged. I will say that lots more successful ideas emerge when I’m involved in the technical and cultural front end of making and prototyping. You have to be building things to understand the potential of the technology and markets you want to occupy.

 

If you can make a call to 20-year-old Jack Schulze, what kind of advices you would give to him?

JS: Learn to write C. Stop talking and start making.

 

If you can leave one message to make the world better, what would be your message?

JS: Big companies are bad at making the world of stuff that we live in. You can make things better, so make them.

 

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