Leadership style and organizational culture in the last century was largely centred on the 3 Cs – command, control and consequences. However, the end of the Cold War, globalization and the birth of the knowledge society opened up a new world. Suddenly, organizations were faced with a challenging new situation. Not only did they have to compete in new and more complex arenas, they also faced internal challenges – how to understand the new workforce, how to get the best out of them and how to get the best people onboard.

It’s time to get away from the 3 Cs and get into the 3 Ms: meaning, motivation and measurement. Designing with meaning should be a central competence for both individuals and organizations. When work is meaningful, we stretch ourselves to make it happen. When we are motivated we find ingenuity we didn’t think we had. And when our measurements are in order, we know where we are heading and when we have done a great job.model_meaning_motivation_measurement


The 3 Ms are intertwined and re-enforce and support each other. But organizations can’t meet them all individually. A space needs to be designed where they overlap. Attention needs to be paid to inventing, harnessing and strengthening that space. This sweet spot is not simply created out of the company’s values, mission and so on. It’s more like a framework in which people can develop their individual worldview and co-create the company’s narrative.

The framework of meaning makes it easier to navigate in a world of change. If a house’s foundation is strong, its bricks can be of any arrangement or colour.

The future of business is not business as usual – it is business as meaning, motivation and measurement.



In 2011, the Stockholm-based advertising agency Pool chose Kaospilots to be its educational partner in the field of experience design and innovation, Imagineering. Two years later and with several training touchdowns and learning modules behind them, Pool’s director and founder of Pool, Hanna Steiner, says that choosing Kaospilots has proved a good investment:


Most of our clients are already in the business of selling experiences or are realizing the value of integrating unique experience with their offerings. And with Imagineering from the Kaospilots we found a new and highly effective methodology that helps us to create more authentic, personalized and co-created client-solutions.


Working with Imagineering and experience design has even led to a number of unexpected insights internally at Pool, she continues.


Working Imagineering-style with our clients has released a lot of energy, and we have seen it have a big positive effect on our internal culture as well. This has made us think about what kind of experience Pool is, and what exactly it is that we are offering to our clients. We already know that this will have a big impact on our future business development. is a medium-size full-service communication bureau in Stockholm with 20 employees and a turnover of SKR27 million (2012). Since 2011 Pool has seen growth of approximately 17% in turnover and profits. In 2013 Pool was ranked 3rd on the list of ‘Gazelle agencies’ by the Swedish industry organization Resumé.


Imagineering is about creating innovation within the perspective of experience. It is a mindset, process, method and toolbox for designing and staging meaningful experiences for your target group.


The Imagineering approach creates value by adding authentic experiences, emotions and stories to brands, products, communication and services.


See for the Imagineering open course programme. Sign-up begins in August and the course will be held in autumn/winter. For more info contact our chief Imagineering consultant, Niels Kjærgaard-Jensen at