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About Sunidee

We help companies to innovate successfully.

Sunidee is an innovation agency from Amsterdam with offices in Hong Kong and Paris.

Read more about Sunidee on our website:


Or follow us:

SunIdee on Twitter


Since 2002 we have promoted innovation and doing new things for our clients.

The hard part is usually not doing something new but stop doing what you are doing.

And that is exactly what we are going to do.

After 16 years it is time for something new. We are starting new things.

Feel free to contact us with your innovation challenge.


Thanks for the glorious moments. It's been great.


The two founders:

Deborah Nas

Michiel Oudakker


The Sunidee team:

Paul Willems

Ernestine van Herwerden 

Irene Laghi

Marianne DeKeyser

Anna Borleffs

Loes van der Putten



Inspiration: Start-ups and game changers

What I like most about innovation? Clever companies that combine technology and design to change the game.

Below are several examples of players that are potential game changers. Some have already set the new standard; others are just getting started to disrupt their industry.


Gesture control: MYO

Control all kinds of gadgets with your finger or hands

MYO claim: “Effortless interaction”

Others on MYO:


Driving assistant - Automatic

Connect your smartphone to your car to get feedback and advice

Automatic claim: “Makes driving safer, more efficient, and fun.”

Others on Automatic:


Home security – Hive Labs

A clever combination of neighborhood watch and home security.

Hive Labs claim: “The world's first security system powered by your social network”

Others on Hive Labs:


Watching TV – Fan TV

A new way of watching your favorite content.

Fan TV claim: “Simplify your living room with one device that does it all.”

Others on Fan TV:


Indoor environment: Cube Sensors

Sensors that measure how ‘healthy’ the different rooms in your house or office are.

Cube Sensors claim: Make your home healthier, your office more productive

Others on Cube Sensors:


Health care: Tinké

Sensor to link to your iPhone to track your heart rate, blood oxygen level, respiratory rate and more.

Tinké claim: “Fitness and wellness monitoring is at your fingertips. Any time, any where”

Other on Tinké:


Home ambience: Philips Hue

Remote controlled lighting

Philips claim: “Personal wireless lighting”

Others on Philips Hue:


And finally, my personal favorite:


Video camera: GoPro

Small wearable video camera to record your own sports action videos.

GoPro: “Wear it. Mount it. Love it.”

Others on GoPro:


Can’t get enough of the action?



Be a hero!


ABC of Innovation - Z: Z-generation

Z: Z-generation

“Nowadays, anyone who cannot speak English and is incapable of using the Internet is regarded as backward.” - Al-Waleed bin Talal

The Z-generation comes after the Y-generation and never lived in a world without the Internet.

Growing up in a world of computers and smartphones, this generation switched from CDs to iTunes and books are replaced by tablets and e-readers. They consume as much information as possible trough all the different platforms. This is why they will rapidly outsmart their older generations by being more tech savvy and faster adopting new technologies.

Did you know that…

The Z-generation is also known as: Homeland Generation, Net Generation or Digital Natives. Growing up surrounded by the internet, with e-books and mp3s, physically owning products is less important. This generation listens to and shares music and play lists via flat fee services like Spotify.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


"We believe that innovation is a team effort. - SunIdee"

Our final remarks!

Now we discussed them all, starting with the A of Accepted consumer belief, via Fuzzy front end, and Portfolio innovation, to Z-generation. From now on the ABC of Innovation will be available as a free download version which can be found in the link below.


ABC of Innovation - Y: Y-Generation

Y: Y-Generation

“The use of travelling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are.” - Samuel Johnson

The Y-generation comes after the X-generation and are born from the early 1980s to the early 2000s.

Armed with BlackBerry’s, smartphones, iPads, laptops and other gadgets, Generation Y is plugged-in 24 hours a day, 7 days a week. They have different values and competencies compared to the X-generation. Nurtured and pampered by parents who did not want to make the mistakes of the previous generation, Generation Y is confident, ambitious and achievement-oriented. They are willing to trade high pay for fewer working hours, flexible schedules and a better work/life balance. They easily travel the world and experience other cultures.

Did you know that..

Other names used for this generation are: the Millennials, Generation We, Global Generation, Generation Next, the Echo Boomers. The Y-Generation massively started sharing music online, using peer-to-peer downloading software like Napster.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - X: X-Generation

X: X-Generation

“A computer on every desk and in every home.” Bill Gates, 1975

The X-generation is the generation born after the Western baby boom following World War II, between the early 1960s and the early 1980s.

The X-generation experienced the introduction of the personal computer, the start of the video game era, cable television and the sound of the dial-up internet access.

Did you know that…

The X-Generation is often called the MTV Generation because two years after the network’s debut in 1981 it reached more than a quarter of the daily teen television audience. The cassette tape was the way for the X-generation to share music and create their own ‘play lists’: the so-called mix tapes.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - W: Wargame

W: Wargame

“Courage is often lack of insight, whereas cowardice in many cases is based on good information.” - Peter Ustinov

Business war gaming provides vital insights into market dynamics and possible future scenarios, and is a great way to engage the organization in strategy formulation when the competitive environment is undergoing massive change.

By simulating moves and countermoves in a commercial setting, it gives new insight into how different companies can react to change, as well as to each other. These insights are crucial for developing a robust strategy that enables your organization to win in the marketplace.

Did you know that…

SunIdee developed a one-day Business Model War Game based on the Business Model Canvas. ‘The Art of War’, an ancient Chinese book on military strategy by Sun Tzu, describes 13 different aspects of warfare and has had a strong influence on military thinking, business tactics and legal strategies across the world.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - V: Value proposition

V: Value proposition

“And while the law of competition may be sometimes hard for the individual, it is best for the race, because it ensures the survival of the fittest in every department.” - Andrew Carnegie

A clear value proposition that fits the needs of your customers gives them a reason to buy from you and not from someone else.

Having an idea is one thing, but turning this idea into a proposition that no customer can resist is quite something else. To define a strong proposition, you should focus on 4 aspects:

  • Consumer insight
  • Offering (Key benefit & Reasons to believe)
  • Brand fit
  • Differentiator.
Too often companies jump from idea to development, leading to products and services with different benefits and confused customers. Creating propositions is hard work and requires focus, dedication and the guts to make choices.

Did you know that...

The biggest challenge in defining propositions is to keep it simple. Too often people can’t choose or compromise when team members disagree on what is most important for the customer. They end up with propositions that ‘do everything for everybody’. And in the end, do not appeal to anyone. Our advice: stick to the rule of ‘single-mindedness’. Create multiple single-minded propositions and test which ones resonate best with your target group. SunIdee has developed an easy to use tool, the Proposition Wheel, offering you a structured approach to turn ideas into strong, single-minded propositions that focus on added value. We can train your team to become experts in proposition writing.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - U: UX Design

UX Design

“You‘ve got to start with the customer experience and work back toward the technology - not the other way around.” Steve Jobs

UX Design is short for User Experience Design and focuses on creating holistic user experiences.

The term is mostly associated with software design, but can be interpreted more broadly to include all aspects of the experience of a user with a product or service. Because of the holistic approach, UX design is a multi-disciplinary activity, including expertise such as information architecture, interaction design and usability.

Did you know that…

Google used to launch very early prototypes in Google Labs so they could test them on a large scale. In July 2011 Google announced to shut down Labs. In Gmail Labs you can still find a testing ground for experimental features that aren’t quite ready for prime time.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - T: Types of Innovation

T: Types of Innovation

“There’s a way to do it better – find it.” - Thomas Edison

Usually a distinction is made between incremental- and breakthrough innovation.

Incremental innovation is creating new variants of existing products or services, while breakthrough innovations are completely new products or services that change the status quo in the market. For outsiders breakthrough innovations may seem like they come out of the blue. But they are most often the result of a continuous search to solve a problem or the by-product of a trial-and-error approach to innovation. The first hurdle to overcome is usually an internal one: convincing colleagues and management that this is the way to go; making them see that this will change the market. Therefore, the organizational culture is key to breakthrough innovation.

Did you know that…

Google uses a 70/20/10 model to cultivate innovation. Employees should spend:

  • 70% of time on their core job.
  • 20% of time on projects in another team.
  • 10% of time on a ‘blue sky project’
Spence Silver at 3M didn’t know what to do with his newly invented glue that was more tacky than adhesive. His colleague Art Fry took advantage of the “permitted bootlegging” policy at 3M to develop the sticky notes after attending a seminar at which Silver promoted his invention. This led to the introduction of Post-it notes that are still great business for 3M.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - S: Stage-gate model

S: Stage-gate model

“The best way to have a good idea is to have a lot of ideas.” Dr. Linus Pauling

The stage-gate model is a project management technique, which divides the innovation process in consecutive stages.

The stage-gate model has been made popular by Robert Cooper, who defined 6 stages and 5 gates. The state-gate works as a funnel; after each phase some ideas can progress and other get killed.

  • Discovery: generate as many ideas as possible.
  • Scoping: ideas get assessed quickly on technical merits and market prospects.
  • Build business case: ideas are researched further and summarised in a business case (product and project definition, project justification & project plan).
  • Development: Further detailing the design and basic product tests. Production and marketing plans are developed.
  • Testing and validation: elaborate product test are executed and the entire project is validated.
  • Launch: The product is introduced in the market, and evaluated against the business case afterwards.

Did you know that…

Some people compare the stage gate model to the evolutionary theory: “survival of the fittest”. Companies on average achieve one product success for every 3000 ideas. You need to organize multiple ideation sessions each year to (re)fill your innovation funnel.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.

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