Essay by Antonia Ward, Managing Editor at the Design Council
“At the beginning, there is always an idea,” says Dieter Leipold of Bionade International. His own idea turned a long-established but struggling family brewery into Germany’s fastest growing beverage producer, with annual sales that grew from 1million to 200million bottles in just seven years. Most small and family businesses would like to repeat this success in their own companies. But how can they use design and design management to turn their ideas into comparable success, in their own very different sectors and markets?