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In the intrapreneurship program at the Denkwerkstatt, we promote one thing above all: an absolute focus on the customer. Our thinking is not derived from the technology, but from the customer.

On the basis of the ideas and methods of design thinking, our intrapreneur teams begin with a “how might we…” (HMW) question. The HMW question is the starting point for the ideation process, and is as open as possible while being sufficiently precise at the same time. It opens up a strategic field of search, with exciting customer groups and innovation potential. Starting from the HMW question, on their own responsibility the intrapreneurs identify one key customer problem and evolve one solution in iterative cycles. This leads to maximum identification with the idea. In this way, through bold focusing, a question leads to a validated business model within a few weeks.

What is on our minds at the moment?

How might we... help urban millennials to do good and reduce their lifestyle footprint?

Millennials – also known as Generation Y – were born between the early 1980s and the late 1990s. Members of this young, motivated and tech-savvy generation want to think and act for themselves, and at the same time to be responsible for themselves, mobile and flexible. Meaningfulness, transparency and sustainability are important to them. We would like to find out which problems and needs occupy Generation Y in urban environments, in order to develop sustainable solutions on this basis.

How might we... create convenient solutions for urban millenial parents with complex family mobility need?

Millennial parents – or “parennials” – are parents who face complex mobility requirements in everyday life. Is it better or worse to join congested traffic in a car instead of squeezing into the subway with a baby buggy, possibly being confronted by a broken elevator shortly afterwards? We would like to find out how we can make a busy life easier for young families in the urban environment.

How might we... enable best agers to discover the world and enjoy their regained free time?

Best agers – also known as the “50+” – are the generation of baby boomers, who have already retired or will soon do so. As they are in their last years of working life or their children have moved out, new freedom of action and new challenges arise for this age group. This also means new opportunities for using their own time. We would like to find out how best agers can make the most of the time they are regaining.