BMW: There is No Box

[BMW GINA Light Visionary Model - 2:54"]

"Context over dogma", says Chris Bangle, head of design for BMW. What would happen if you were to reinterpret your business? How would you build flexibility around your context to capitalize on the velocity of the marketplace? What concept would spur you to push the boundaries of form and function for a totally new experience?

BMW provided an example of how to challenge the assignment of prototype. Even if you don't work on R&D or products directly, this concept is for you.

Seth Godin had a very practical example a couple of months ago. Are you doing enough to challenge the assignment? Are you thinking bigger?

Comments

[Peter Korchnak]

Thanks for the inspiration, Valeria. Ever since I was a kid I've been amazed by car prototypes and how designers can push the boundaries of what we think possible. Now, as a marketer, I recognize the need to apply the same frame of mind in my work, though it's often easy to slip into habit.

Challenging basic assumptions about how things work or should work, that's innovation. Rethinking questions rather than offering different answers is absolutely the way to go. Your post serves as a powerful reminder.

[Valeria Maltoni]

This video reminded me of beauty and style, two characteristics that are very high on my affinity list - being born in a country where design and art are everywhere.

I often push the boundaries of what others think possible and I must say that just as often, the boundaries push back ;-) It's not easy, if it were, we'd all do marvelous things.

[Jennifer]

Thank you for this excellent submission Valeria - excellent reading.

SO many traditionally-minded companies need to ask themselves this question. Sadly, the ones who need to ask it the most are the ones who would immediately dismiss it as unimportant and frivolous and will miss the boat entirely. I shared this on Facebook and wrote there that I wish I could walk this around to certain CEOs and force them to read it and then discuss it, if only to give the idea some time to germinate.

Looking forward to continuing to read more of your insightful work.