Every now and then Koos writes a post for Klatergoud, a blog about marketing, innovation and design. Klatergoud is co-founded by Rik Wuts, a good friend of Koos and he came across a really cool video. This video shows how a design team tackles a project, in this case a whiskey decanter.

The phases of ideation, prototyping and consumer testing, show a sophisticated process not even used by many businesses today. And this video was made 50 years ago…

At Koos, we always say design is not a shiny layer. Design is a way of thinking, a verb, a process, it strives to understand the customer and its context, it seeks to find meaning, it discovers new problems and develops new solutions, it’s driven by the internal strenghts of a brand, it brings to life, it transfers the emotions, the potential of an idea. This video shows a great example and makes you wonder at the same time, why most businesses have great difficulty harnessing the potential of design…

And then we haven’t even mentioned the progress in the field of design the last 50 years!