Andrea Ragnetti, Chief Marketing Officer of Royal Philips Electronics, showing the magic brush
“To drive change following a radical restructuring, Philips reckoned it needed a fresh perspective from creative types with no ties to the company. So it formed the simplicity board, a group of specialists in health care, fashion, design, and architecture,” writes Business Week.

Members are British fashion designer Sara Berman, Dr. Peggy J. Fritzsche, a radiology professor in California, Gary Chang, a leading architect in China and MIT’s John Maeda.

“On a practical level, the board is helping Philips rethink what its customers want. For two years, members met for several days every month or two in cities such as Rome, Paris, or New York. Today they no longer meet as a group, but each is on call to help Philips create intuitive, easy-to-use products that meet specific needs.”

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