Marcus Engman is leaving Ikea to run a consultancy that convinces companies to spend their marketing budget on what matters: design.
For the past six years, Marcus Engman has successfully made Ikea weird.
As the company’s head of design, he spearheaded artistic collaborations on tropical furniture and L.A.-inspired skateboards to push the reserved Swedish furniture giant out of its minimalist comfort zone. But Engman recently left Ikea to start a company of his own called Skewed Productions, as a partner of the design firm Doberman. Think of Skewed as a hybrid of design studio and ad agency–its goal is to create marketing moments for companies through product design itself. Instead of spending money on ad buys, Engman wants to teach companies to market themselves through their design.
“I want to show there’s an alternative to marketing, which is actually design,” says Engman. “And if you work with design and communications in the right way, that would be the best kind of marketing, without buying media.”
Why this is hot?
Every industry is being disrupted and challenged by new entrants, philosophies, and breakthrough models. Design is making its way into the marketers territory and should be kept on everyone’s radar.
Legacy organizations have been looking for ways to compete with nimble startups disrupting their respective categories. However, the secret sauce for these legacy giants might be in modernizing their product offering by blending traditional services with disruptive feature enhancements. JPMorgan is looking to disrupt the banking industry by building a mobile-first bank aimed at millennials dubbed Finn.
Finn which is an end-to-end mobile bank, recently rolled out nationwide. In addition to offering bread-and-butter checking and savings account functionality, it also offers services many firms in the personal finance startup space have built their businesses around.
With Finn, users can create specific rules that determine when money will be transferred from checking to savings. One rule, “Work Hard, Save Smarter,” puts aside a set amount of money on pay day. There’s also “the Limit Does Not Exist” which saves a predetermined amount of cash whenever a user spends over a certain amount on a purchase.
That raises the question: what do fintechs do when big banks decide to step on their turf?
Why it’s hot?
It’s not all about the new kid on the block. Industry giants can compete with startups and even pose greater threats to them by transforming their product offering to meet and exceed their targets’ needs.
In an effort to reduce costs, Microsoft has deployed it’s first full scale data center, 864 servers, into the ocean. Coined Project Natick, this is the second test deployment they’ve submerged underwater and the hope is “We know if we can put something in here and it survives, we are good for just about any place we want to go,” Microsoft Project Natick chief Ben Cutler said in a statement.”
Why take all this effort to dunk data centers underwater? According to Microsoft, it’s about energy efficiency and fast data transfer. The company notes that roughly half of the world’s population lives within 120 miles of the shore, so being able to house servers near them could allow for quicker access to online services.
Next, these can be powered by wind mills located near the water, so you’d never have to worry about outages or energy costs. Lastly, the water in the ocean is perenially cold, and can thus take care of cooling the data centers without incurring additional costs for thermal balance.
Why it’s hot?
Companies are pushing the limits on finding alternatives to save costs and meet customer demand. This is the second test Microsoft has run and they won’t know if it’s sustainable or harmful to the environment for at least 12 months. How far is too far to stay ahead of the competition?