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Idélaboratoriet is a consulting company specializing in creativity and innovation. Idélaboratoriet was founded in 2000.

Idélaboratoriet works in the field of creativity and innovation. We create value for our clients for example through innovation strategy planning, facilitation of creative processes, training programs in professional idea creation and implementation of digital idea management solutions.

Idélaboratoriet is Swedish for The Idea Lab.

Idélaboratoriet was founded in Sweden and has its headquarters in Malmö in southern Sweden, but works with clients worldwide.

Idélaboratoriet likes to say that creativity is a process of getting original ideas that have some sort of value and innovation is the profitable implementation of creativity.

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#33 In time of Crisis – Innovation is the Shit!

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The Serious Innovation Newsletter #33

This newsletter was supposed to be about the old saying that crisis is the mother of all innovation. With other words, very politically correct and dry as dust. But then I heard a fantastic man from the north of Sweden telling his story of how he innovates the “shit” out of anything that has to do with moose. His words are quite frankly that SHIT IS MONEY – he sells moose droppings in a can to the whole world. It made me realize that we need to pause the ongoing discussion about the crisis and instead get the inspirational talk going.  So please follow along in the story of Sune Häggmark – the man that innovates with moose.

It was a cold November morning at the sneak opening of Malmö Arena. The morning papers were filled with more sad news about layoffs. I had started to think about a chronicle discussing MacGyver’ creativity. That is to say, how positive stress often influences new ideas and creative work. But the stress in society from then until now has not been very positive at all, especially with all the negative headlines coming at us from left and right. It felt a little strained to find the good things about a global financial crisis from an innovation perspective (an economic crisis somewhat created by unrestrained innovation in the financial sector).

Then the former manager in the public healthcare system from Orrviken, Sune Häggmark entered the stage. After being feed up with the constant downsizing of the healthcare system he one day decided to “become with elk”. He saw an advert in a paper about an abandoned moose calf and decided then and there to start Moose Gardens – a moose tourist park with tame moose. It very soon became a success and German tourists rolled in from the continent (The Germans have a deep fascination with moose). In order to make more stand alone products from this concept Sune asked himself: What can you actually do with a moose? What a wonderful creative challenge with a northern twist! The first new product was to package and sell moose droppings in a can to the tourists.

–          Shit is money, said Sune.

The droppings showed to be mostly cellulose, so when Mrs Häggmark was out of town Sune began to experiment with making different mixtures of droppings, and tucked really thin layers of it on baking sheets home in the kitchen oven. The moose paper was born!

–          Shit is money, said Sune. I get €5 for each sheet of paper and every time a moose drops it is fifteen A4-sheets and they take a dump ten times a day!

This paper is now being sold all over the world and the World Wildlife Fund (WWF) has had help from Sune to make the first paper bases on Panda droppings. Since then Sune has created a hotel with moose guarantee, started to milk the moose (the price for moose milk is  €150/liter), created moose cheese and moose soap. The soap by the way did not start to sell well until he added small and visible piece of moose shit into the soap… He has also made moose dropping jewelry for the Japanese market and even rebuilt an old Volvo to run on moose droppings. It’s being told that Sunes Moose business is one of the Swedish tourist attractions that have had the most foreign press coverage, on the same level as for instance the ice-hotel in Jukkasjervi.

Sune is a man who sees infinite possibilities in all things despite the ongoing economic crisis. Sune is a lesson in innovation management in reality. Sune is a king of innovation and a true innovation manager! Even if he most probably has never heard the term before…

If you want to see the moose live on the web then point your browser to

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