Åive is one of the cleanest mineral waters in the world. The conditions for the source were created for more than 10,000 years ago. A completely renewable resource without well drilling or other damage to nature. Unique geological and hydrological conditions do that the water undergoes a purification process of more than 26 years before it is bottled.

My work is based around the concept of Design Thinking. Providing simple frameworks for understanding where to focus innovation efforts and how to structure these efforts for the highest likelihood of success. Through the years I have found many advantages that this design approach brings to entrepreneurial efforts, both within startups and major multinationals. In many peoples’ minds, design amount to an aesthetic exercise. And yes, design can have an aesthetic impact but for me that is neither its primary objective nor its greatest value. If applied strategically, design can deliver many forms of return on investment to a business. Strategic design thinking can help us capture new market opportunities faster, to extend our reach across current markets and into new ones, to deepen relationships with customers. It can even be used to develop and foster internal innovation capabilities and to capture disruptive new market opportunities.

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