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Blowing minds by design

Sometimes, the creativity seems hidden when everyone is busy working – but we know it is there – and this is truly important. Nevertheless, some people in Deloitte are more creative than most. Rasmus Winther Mølbjerg is one of them, and we have met him for a talk about how he practises creative problem solving for his clients.

What defines creativity for you?
It is very hard to define. In my opinion, it is the opposite of best practice and the most obvious choice. It is emotional, intuitive and playful. The nature of creativity is to challenge, change and develop – not to please. I find it unpredictable and impulsive, which sometimes makes it difficult to make it thrive in a logical and structured setting as most big corporations are.

You describe yourselves as creative minds in Deloitte Digital. What does that mean?
First, it means that we hire many different types of profiles, as we need a diverse workforce to create creative solutions. We bring different perspectives on the reality together – otherwise, we cannot challenge each other enough to be truly creative.

Second, we have this daring mindset – do we dare to try this idea? It can be very transgressive to, e.g., make a group of CEOs play with LEGO bricks – but sometimes this is the way to do it. We base our work on experience because we aim to create great client experience with our solutions. Therefore, we like to observe human habits and behaviours, as we do not have the answer. However, what we do have is a process that helps us find the answer together with the client.

It is very engaging to make all these observations, seeing the articulation of the problems’ character and visualise our ideas and concepts in simple setups to let our clients experience our solution – it is amazing how powerful it can be.

Why is user experience so important?
You should never underestimate the power of feelings about and experience with a solution, because if the users do not adapt it, then it is perceived bad – no matter what the business case tells you.

Think about a visit at an art exhibition – it is always the one work of art that surprised you, moved you or slightly provoked you that you remember and make your visit an experience. Alternatively, think of a concert; you might know the music, so it is the buzz, the thrilled people and the impressions which create the experience you cannot get at home. Therefore, I always try to surprise and present the unexpected – exceed the client’s expectations and challenge their logic. Sometimes, I need to take a bold perspective, while at other times, I need to visualise an argument bodily in the room, and thereby move the client. Do the extraordinary that transforms a good meeting and business solution into a great experience worth remembering and committing to.        

This is why I like the creative and emotional aspect of our problem solving. It challenges the obvious choice and makes my work ever playful, dynamic and open-minded.

Meet Pia Jelstrup Besenbacher

Read the interview with Pia Jelstrup Besenbacher

Letter from a talent manager