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Amsterdam, Netherlands


Pull Education means I WANT to be in Class!

Over the last few years we’ve done a string of education projects, together with a publisher called Blink Education. They’re the new kid in town in The Netherlands and their star is rising. Our first project together was to develop a curriculum for English lessons (as a foreign language) in Elementary schools. To facilitate this, we conducted countless interviews to find out the needs and wants of  children this age,

Don’t just rely on your opinion leaders for Pull

In some industries, companies rely heavily on opinion leaders to make their products a succes. After all, they are often key stakeholders. But depending only on them can be a dangerous thing. This is especially risky in industries such as in Pharmaceuticals, where companies typically depend on key opinion leaders as their guide to commercial success. Blindly accepting them to tell you what your end-users want, can get tricky. Despite all

Co-creation; from Idea to Pull Proposition

There’s a lot to said for co-creation in innovation. And I believe that it’s absolutely crucial. But only at the right time. You need to start by knowing what your end-user needs and wants. Base your ideas on this, then use co-creation to complete the idea. Together with your end-users, you can co-create propositions that integrate perfectly with their lives. Co-creation rounds can costly and time-consuming, but they do add

My end-user had no influence… So get creative!

“I don’t have an end-user or he has no influence in the buying process.” So this is when this whole ‘push to pull’ theory falls down… Not true. Your end-user is always the one who experiences the most difference from your product, innovation or brand. That is always somebody. If they can not influence the pruchase directly then you better help them. I gave a course on this  a few years