On 8 March, the Official Spanish Chamber of Commerce in Belgium and Luxembourg, in collaboration with IE University, organised an Executive Breakfast in which the speaker, Nir Hindi, led a session on “Management Commitment to Creativity”.

What does it mean to build a company that thrives on creativity? How do managers and leaders shape their organisations to foster this environment? What role do creativity, art and experimentation play in driving innovation? These and other fundamental questions were addressed in the session through the example of Braun, whose chief designer, Dieter Ram, was instrumental in developing a creative strategy of excellence.

While Apple is widely recognised as the most valuable brand globally, its design and creative management approach has been significantly influenced by Braun. The talk delved into seven key lessons that managers can learn from Braun’s approach to cultivating a creative and innovative workspace.