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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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#40 The Eagle or The Egg 
– innovation lessons from a luxury sports car and a mighty bird

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Grand old telecom lady, Telia gave us a rush the other day. At their yearly business event two fantastic entrepreneurs showed their faces and showed off their stories. And what stories they told: Christian Koenigsegg’s fairytale about producing a world class sports car starting with nothing, zip, zero. And Peter Vesterbacka’s Finnish saga about the most played game ever, Angry Birds. Two different stories, but with similar lessons learned when it comes to innovation and entrepreneurship. Let us try to summarize it for you. But first, let’s start with the numbers – they speak for themselves:
Koenigsegg: 0-300 km/h in 14.53 seconds and down to zero again in 6.66 seconds.
Rovio: 600 million downloads of Angry Birds (January 2012) in two years.

Successful entrepreneurs do often have some kind of self-evident aura around them. They have made it. They have fulfilled their dream. They have nothing more to prove. So they’re just there. Relaxed. But still eager to move on. Peter Vesterbacka from the Finnish app-company Rovio has that aura. As well as the Swede Christian Koenigsegg who is the man who has created Koenigsegg: “the most exciting sports car in the world” according to Top Gear and also voted as one of the hundred most important luxury brands on the planet. Innovation is in their blood. The true nature of creativity that incorporates all humans runs through their veins in an extra hot, dark red form. And among other things they told us this:

“Never accept gravity as a fact”
Christian Koenigsegg said those words based upon a conviction he had as a child, when he was told that gravity is the only force in the universe that goes only one way: he did not want to believe it. And since the age of 19 when he started his car company with no university studies, no money, no partners he has been trying to prove gravity wrong by building sports cars that keep setting world records in all kind of categories. As Kepler and Galileo, Koenigsegg would not give into a given fact. He wanted more truth, the real truth and nothing but the coolest sports car truth anyone had ever seen. Peter Vesterbacka told a similar story. As an app and game producer he had for years been told by big telecom operators and game distributors what the world looked like. And often it all came down to the same answer, based on the same facts, based on the same reports. This is what works. This is what we want you to do. And a little pat on the head. But when App Store came about, Rovio had the chance to do what they wanted and what they believed in, which wasn’t always in line with the industry truth of the day. They had always liked birds, but no one believed in their birdy-nam-nam ideas of a game. But they did. And so Angry Birds were finally born. The most played game ever.

The 52nd version is the shit!
Vesterbacka said that Angry Birds was not a their first baby playing on their own. It was their 52nd baby. They studied the market. They studied what hit games had in them. They made all kinds of prototypes. They put out all kinds of games. And finally they got their number 1 hit, that has been number 1 in the App Store in over 90 countries and have been number 1 in the US for 300 days in a row (the nearest app having been number 1 has been there a maximum of 30 days). They understood that they had something going when one of the developer’s moms could not stop playing the game for the whole Christmas 2009, and she did not even like playing games! Koenigsegg tells the same story of endurance. It took years and years and a lot of catastrophes both money-wise and, production-wise (the factory burning down…) before he could release his first car. But since a child he had always had the feeling that someday the world would come to an end. So he had to keep building. If not now, then when?

The Dream is Everything – even though the dream may change…
And they are both talking about the dream. The importance of having a dream and vision of doing something big, fantastic and with an attitude. Koenigsegg was asked about the difference between a hallucination and a vision and said: “There is none. I had the fever the other day and was kind of in a feverish innovation state, when I got some ideas for our engine that I think today, being healthy, will work. There is no difference between hallucination and vision. But the dream might change. I have another dream now than I had when I started making cars, but I still have a dream.” Vesterbacka talked about how the cockiness of Rovio saying that they always aimed higher than being a contractor, was sometimes seen with “Jante-eyes”. But they always aimed for being world class and being the best. That part of the dream is now true; their next one is 1 billion fans!

People like this change the world. One shy of the press and with a bold head. One with a hoody and the marketing talent of an American. Very different on the outside. But very similar on the inside.
 Why couldn’t this be you? Or me?


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