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We help companies to innovate successfully.

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

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Ultra-convenience: the superlative of convenience shopping.

I just payed twice the normal price for a product I did't even really want. How did this happen?

It's actually a no-brainer: They where at the right place at the right time, taking away any threshold to buy. This is what I call ultra-convenience: the superlative of convenience shopping.

Think about it:
How and where should you offer your product to make it ultra-convenient to buy your product, taking away any threshold to buy it?

My ultra-convenience experience

The context:
My bike is - by far - my favorite way to commute. However, with the distance from The Hague (where I live) and Amsterdam (where I work) being too far, I travel by train and have a bike in both cities to travel from and to the stations.

During the dark winter days, I find it increasingly important to have a light on my bike. Not only to prevent a fine, but also to prevent being run over in a busy like Amsterdam. Although I would prefer a more sustainable solution; I use a disposable light on my Amsterdam bike. Unfortunately normal lights with wires get ruined in public bike parking. Last week I noticed the battery of my disposable bicycle light running low. I had the intention to replace them with a more sustainable (rechargeable) alternative, but as this is a little more effort I did not find the opportunity yet.

The purchase:
Leaving the station in the dark this morning, I thought: I should really fix the light of my bike today. So I planned to go out of the office at lunch to fix the issue. But then I saw this at the "fietsflat" (bicycle flat):

The bicycle-light-vending-machine.

I'm quite sure this vending machine hasn't always been there. Why didn't anybody think of this before? It's just a new combination of existing elements: put an existing product in an existing vending machine where your customers are.

I took out my wallet and bought the lights I did not really want and which I probably could have bought at half the price at Hema, which actually has a shop at the station.

I experienced the superlative of convenience shopping: ultra-convenience.

The Creative Tribe: Join the last info session of 2012

Last week we had the second Creative Tribe info session. Starting January 2013, this new way to collaborate will see the light of day. Join the last info session of 2012 on December 20th, 19:30 - 21:30, followed by drinks.

Register here to join this session.

The Creative Tribe is especially designed for creative professionals and innovators that want to work with – and become inspired by – likeminded spirits.

If you are an independent entrepreneur in the domain of innovation, marketing and/or communication you can become part of a unique tribe of creative professionals. And if you sign up before January 1st you will get the first 3 months membership for free!

We invite you to join our last information session on December 20th 2012: register here.

We're looking forward to meeting you!

SunIdee launches a new concept for collaboration: The Creative Tribe 

Yesterday we had the first Creative Tribe info session. Our Tribe-Out, so to say. We discussed The Creative Tribe concept with an inspiring group of creative professionals amongst which trend watchers, product designers, innovation consultants, a marketing consultant, a shopper expert, a filmmaker and an interaction designer.

The Creative Tribe is especially designed for creative professionals and innovators that want to work with – and become inspired by – likeminded spirits.

If you are an independent entrepreneur in the domain of innovation, marketing and/or communication you can become part of a unique tribe of creative professionals. And if you sign up before January 1st you will get the first 3 months membership for free!

We invite you to join our next information session on December 13th 2012: register here.

I’m looking forward to meeting you!

Let me introduce you to the Generation Flux (GenFlux)

I have a lot of reading to do. Sometimes I come across something so interesting I want to share it with you all – this is one of those times!

Generation Flux is a term Robert Safian coined several months ago, in a Fast Company cover story. He explained how the dizzying velocity of change in our economy has made chaos the defining feature of modern business.

Generation Flux describes the people who will thrive best in this environment. It is a psychographic, not a demographic--you can be any age and be GenFlux. Their characteristics are clear: an embrace of adaptability and flexibility; an openness to learning from anywhere; decisiveness tempered by the knowledge that business life today can shift radically every three months or so, ......

"New companies--even industries--rise and fall faster than ever: Witness Apple, Facebook, and Amazon; witness Research in Motion, Blockbuster, and MySpace; witness the iPad and, yes, cloud computing. Accepted models for success are proving vulnerable, and pressure is building on giants like GE and Nokia, as their historic advantages of scale and efficiency run up against the benefits of agility and quick course corrections. Meanwhile, the bonds between employer and employee, and between brands and their customers, are more tenuous than ever."

Do you agree with Robert Safian view that "the world in which we were raised and trained no longer exists. The clarity of words we use to discuss business, standbys like marketplace and competitive advantage, are being redefined and rendered almost meaningless."

What do you think? And what are you going to do with it? I'm very interested in your opinion!

Business model canvas in het Nederlands

This post in in Dutch, since it contains a Dutch version of a workshop tool

Meestal is het geen probleem in sessies om met een engelstalig Business Model Canvas te werken.

Maar soms heeft het de voorkeur om een nederlandstalige versie te gebruiken. En die bestond dus nog niet. Of wij konden hem niet vinden. En soms vonden we een versie die er gek uitzag.

Dus we hebben er eentje gemaakt, hieronder te downloaden als PDF.


Versie voor printen op groot formaat (bijv. A2 of A1). Deze bevat een korte uitleg per bouwsteen.



Versie voor printen op klein formaat (bijv. A3 of A4). Deze bevat alleen de hamvraag per bouwsteen.


Veel succes ermee!


Lees meer over Business model innovatie in mijn blogpost Is my business model broken?


Don't do it if anyone else can do it.

Watching the book trailer of Instant: The story of polaroid by Christopher Bonanos the following quote got my attention:

"Don't do anything anyone else can do"
Dr. Edwin Land, Founder of Polaroid

I have to agree with Dr. Land. As we believe at SunIdee, every successful innovation is a combination of a consumer insight and a company strength. If your competition can easily copy it, it will not become a successful innovation to your company and is probably not worth the investment.

To paraphrase Dr. Land: Don't do it if anyone else can do it.

What is the unique strength that will create long-lasting competitive advantage and make your next innovation a huge success?


Why for brands, serving, assisting, and lubricating is the new selling.

As you already know I love to watch trends and to think about the impact of these trends. That's why I'm a trendspotter for The October 2012 Trend Briefing is all about Servile Brands.

As mentioned in the briefing, consumers (WE!) are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.

Everyday great ‘customer service’ will of course forever be crucial: a 2011 American Express survey found that 70% of American consumers were willing to spend more with brands that provided a great service, and a whopping 60% thought brands weren’t thinking enough about the service experience.

Three key changes among consumers are driving the need for your brand or business to go truly SERVILE:




The message is: Run with the examples you can find in the briefing, and go all out in creating new concepts, services and products that are infused with servility.

Maybe you think this is only a B2C issue. But I believe it's also working in B2B because bottom-line it's B2P (Business To Person). Or even P2P, especially in the Service Industry.

What do you think? And how can we Serve you? I'm very interested in your opinion!

The impossible, made possible: the cardboard bike.

"When we were told it's impossible, we knew it's the right way to be done."
Joe Sutter, Boeing 747 team leader

Every innovation process reaches this point when the team questions if they are heading into the right direction. In that case, people usually try to find their answer in past research and business results. Unfortunately, not every decision about the future can be supported by past results. Circumstances change rapidly, so the safe choice for now might not be the right one for the future. I think that in such a case, the people that dare to show entrepreneurship to pursue what they really believe in, are the ones that can really make a difference.

It's the people like Izhar Gafni who developed a cardboard bike that can support riders over 200 kg. Although engineers told him it was impossible, he continued to work on his bike for 3 years. He is now working to raise the fund to get this bike into production.

I'm curious about the future of this bike and what impact it will have on the bike industry, especially in upcoming economies. What do you think?

Watch the video below for more about the story of Izhar Gafni and the development of his bike.

Izhar cardboard bike project from Giora Kariv on Vimeo.


"Steal like an artist" from Austin Kleon. Part 5

In his book “Steal like an artist”, Austin Kleon lists “10 things nobody told you about being creative”. Although Kleon writes from an artist perspective, I think that his guide –with the right interpretation - also perfectly fits the business world. Therefore I will – as Kleon calls it – emulate the rules and put them into my business perspective.
For the coming weeks, I will focus on one of his principles each week. This is week 5 out of 10.

5. Side projects and hobbies are important.

“A hobby is something creative that’s just for you.”

Like Kleon, I think it is important to do something that makes you happy just by doing it. You don’t need to make money with everything you do. It is also good to enjoy the process of doing something without having a clear view on what the end result will be. Taking some time to unwind, improves the results of all work you do.

In workshops, we always send our workshop participants outside after lunch to get a fresh start in the afternoon. We notice this highly improves the energy level and focus when they come back. There are no excuses for them to stay inside; if it rains they just get one of our big umbrellas. Depending on the company culture of the company you are working in, going outside for a walk might be difficult. But you can also try to find another way to take a small step away from the problem you try to solve. Get a cup of coffee, go for lunch or take a toilet brake. When your brain gets stuck on a problem, don’t try to force it to solve it. Going for lunch when you can’t think of what your next step will be and continue after, will probably lead to a faster solution then trying to force it when you’re actually distracted because you’re hungry.

This post is based on the guides to creativity in the digital age “Steal like an artist” from Austin Kleon. If you like this post, please come back next week for part 6: “The secret: do good work and share it with people.”
If you’re curious about the book, visit Austin Kleon’s website.

How a small sticker can make a huge difference. 

Threadless is a highly successful crowdsourcing concept that pioneered the crowdsourcing idea over a decade ago. It works with artists around the world to produce amazing designs for T-shirts, now pays out more than $1 million a year in artist fees, and recently added other products to its portfolio.

It's a great success story that many speakers on co-creation and crowdsourcing – including myself - have used as an example. Over time my curiosity grew… what is it that makes them so successful? I’ll discuss the three most important success factors with you.

Strong customer engagement
I ordered some t-shirts and initially I was a bit disappointed because it wasn’t easy to find the iconic-style designs I prefer. So far, not a mind-blowing customer experience. But when I unpacked my tees, the magic happened. I found a small sticker with an interesting text printed on the back:

The simple, rather cheap looking black & white sticker - and especially the text printed on the back - subconsciously told me that Threadless is not about fancy marketing. It spends its money on things that matter: the Threadless community. And now I am a part of it! All of a sudden I am no longer disappointed with the limited number of iconic designs; I feel it’s my own responsibility to get involved and vote for the designs I like. All of a sudden I am a Threadless fan. What a great little sticker…

Besides the incredibly smart (and dirt cheap) marketing to customers, there two other success factors in their business model:

The hunt for community status
Thousands of artists submit their designs via the Threadless website to the online community of almost 2 million people who can vote each week on the submitted designs. The most popular designs will be manufactured and each winning designer gets $2000 plus $500 for every reprint. But that’s not why so many people contribute – it’s the recognition in the community what they’re after.

Near-zero inventory levels
Threadless uses the information it acquires during the voting process to determine how many t-shirts to print. This allows them to keep their inventory levels near zero. How smart!

To become part of the crowd, visit
Or become an artist here:

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