POWERGROUP Book

2014 2004 20144 10 YEARS 2014



WELCOME Imagine that you’re at aCOCKTAIL PARTY And someone asks: Where do you work? And you say: With POWERGROUP. And your counterpart asks: What’s that? And you say: A global creative community. And your counterpart asks: What do they do? And you say: I need a drink. That’s just one of the reasons for this bookIt was created by a team of highly talented people from all To see, in this new articulation of POWERGROUP, what it isover the world, for the purpose of defining – perhaps for the that both unites us and at the same time provides us with thefirst time since the founding of our company – who we are individuality that sets us apart from others.and what we want to be. And this book is just the beginning of our journey.For many of you, this book is probably the first opportunityto experience our company in all its diversity and to get to But right now we’d just like you to sit back, relax – pourknow the success stories – and faces – of POWERGROUP yourself a drink – and enjoy reading about POWERGROUP.around the world. 3

WELCOME 3 PRODUCT DEVELOPMENT 89POWERGROUP 6 CAMPAIGN 94THE COURSE OF TIME 9 STRATEGIC BRAND MANAGEMENT 96POSITIONING 11 BUSINESS LOCATION DEVELOPMENT & MARKETING 100WHERE DESIGN MEETS STRATEGY 12 BERLIN SCIENCES 2015 104THE POWER STRATEGY 14 IN-DEPTH INTERVIEWS 107CREATIVITY AND INNOVATION 16 BRAND MAP© 110GROWTH 19 SCIENCE MARKETING 114INSPIRATION 20 BRAND SYMPOSIUM 117PEOPLE AND MOMENTS 24 CREATIVE COMPETITION 119OPEN HORIZONS 26 MIMETIC MODULATION© 120A FEW WORDS ABOUT WORDS 35 SCIENCE PORTAL 121THE RED DOOR 43 MEDICINE & HEALTH 122WITH OPEN EYES 46 LOGISTIC OF KNOWLEDGE© 127KEEP RUNNING 50 KNOWLEDGE COMMUNICATION 128IM.PULSE 53 BUSINESS STRATEGY 133IMPRINT 60 FAST MOVING CONSUMER GOODS 136INNOVATION MANAGEMENT & KNOWLEDGE TRANSFER 62 RACING SHOE 141TRENDS ANALYSIS 67 SUSTAINABILITY & SOCIAL WELFARE 150FEASIBILITY STUDY 71 THE MUSIC EDUCATION PROJECT „OPER ÜBER LEBEN©“ 155GROWTH POTENTIAL 72 THE 100 POOREST GERMANS 157GEOSTRATEGY 75 WORLDWIDE RESPONSIBILITY 159ENERGY & ENVIRONMENT 78 PATTY´S CHILD CLINICS 163INTERDISCIPLINARITY 83 THE RACE GOES ON 166BRAND POSITIONING 86

CONTENT WELCOME & WHERE DESIGN PEOPLE &POWERGROUP MEETS STRATEGY MOMENTS PAGE 3 PAGE 12 PAGE 24INNOVATION MANAGEMENT & ENERGY & BUSINESS LOCATION KNOWLEDGE TRANSFER ENVIRONMENT DEVELOPMENT & MARKETING PAGE 62 PAGE 78 PAGE 100MEDICINE & FAST MOVING SUSTAINABILITY & HEALTH CONSUMER GOODS SOCIAL WELFARE PAGE 122 PAGE 136 PAGE 150 5

THE POWERGROUPThe POWERGROUP was founded in 2001 as a strategy As a strategic consultation and implementation agency,and planning company within the international agency POWERGROUP today works for clients in more than 50network TBWA. The name TBWA is derived from its countries. With the founding of POWERASIA in 2013,four founders William G. Tragos, Claude Bonnange, Uli POWERGROUP further intensified its focus in Pakistan,Wiesendanger and Paolo Ajroldi. During the selection of Afghanistan, India, China, Indonesia, Bangladesh andthe name for the new business consulting company, the Turkey. We use a comprehensive network to identify businesspartners (Dr. Pantelis Christian Poetis and Volkmar Wermter) opportunities in these fast-growing markets, and support theused the same idea and formed TBWA\POWER from the development of multilateral collaboration. The expertise ofacronym of their surnames. our international teams in cross-cultural communication has proven to be extremely valuable for the implementationAfter the management buyout in 2004, Dr. Poetis, a lawyer process.and former Quandt Group manager, developed the resultantPOWERGROUP network into an internationally recognised With POWERMADRID, POWERGROUP has been presentstrategy consulting agency. POWERGROUP’s most on the Iberian Peninsula since March 2014 for the purposeimportant conceptual instrument is Business Design Thinking of supporting our international clients in their local challenges– knowledge-based, strategic planning and development of directly in situ as well as identifying developments andproducts, brands and companies. opportunities in Spain as a gateway to South America. 6

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THE COURSE OF TIMEThe picture shows Jesse Owens at the finish-line during whatever reasons, wins respect mainly through achievement.the 1936 Olympics and characterises the spirit of the But, when someone or a group achieves victory, the victorPOWERGROUP in an idealised manner. The Afro-American soon becomes the hunted. Staying at the top of the list in thewrote sports history at the Olympiad in Berlin, as he won long term requires the ability to constantly renew one’s focus,gold in four disciplines: 100 metres, 200 metres, long jump as well as the occasional bit of luck.and the 4x100 metre relay. Despite the fact that the Gameswere clearly dominated by Nazi propaganda, the German We reflect on ten very successful yet sometimes difficultpublic rapturously applauded Owens. years. It is a particular pleasure that we’ve been able to build a business which is driven by its team spirit to achieveWe view the picture, in which the artist Stefan Heide clad the best – for our clients, our employees and our company.Jesse Owens in a POWERGROUP jersey, as symbolic for The race goes on!the POWERGROUP. An alleged outsider, considered so for 9

Analysis Market Researchers rational scientific M&A Business Designers Advertising CreationConsultants Executives POWERGROUP aggressive artistic rich interrogative intense analytical inventive creative Business Consultants traditional serious

POSITIONINGAs business designers, POWERGROUP’s experts fill the gapsbetween market researchers, business consultants, advertisingexecutives and M&A consultants and combine the knowledge gained in these fields to develop new solutions. 11

WHERE DESIGNMEETS STRATEGYWhen design and strategy meet, two schools of thought the areas of business, design, IT, finance, marketing, salesface each other. and research will be involved in the development process from the outset for the purpose of achieving optimal resultsManagement consultants, being trained in business through comprehensive collaboration.management, use a linear approach to decision-making andusually start with an intensive solution analysis. Designers start As Business Design Thinking is inherently rooted in the realwith a holistic solution which they then modify to conform world and marketplace, it is an ideal conceptual design toolwith circumstances and requirements. for strategic development in an ever-changing market and competitive environment.This conceptual design process requires a great levelof sensitivity on the part of the designer who must learn Companies must respond to the challenges associated withto understand the customer to be able to develop the the globalisation of markets and competition, the triumph ofright business strategy, branding concept or product. the service industry, the effects of deregulation, privatisationDesigners challenge assignments – a characteristic which and the knowledge revolution.is in turn grounded in their empathy: it’s about wanting totruly understand the customers and consumers; they’re POWERGROUP offers solutions in the following threeaccustomed to questioning apparently fixed thinking models sectors in particular: strategy, marketing / sales, and M&Aand specifications. Designers often put a problem in a transactions.completely new light for the purpose of considering it in abroader context. Our expertise includes projects in the following areas: energy and the environment, innovation management andThis solution-oriented approach of Design Thinking is technology transfer, health and medicine, Fast Movingadopted for POWERGROUP‘s Business Design Thinking: the Consumer Goods, sustainability and social issues, andknowledge-based planning and development of strategies communal marketing.for products, brands and companies. Depending on thefocus of the project, our multi-functional team’s experts from 12

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THE POWER STRATEGY BUSINESS DESIGN – GROWTH MARKETS – BUSINESS STRATEGY – BUSINESS UNIT STRATEGY – SUSTAINABILITYThe development of innovative marketing strategies which For us, creativity means solving tasks through unconventionalhelp accelerate the achievement of corporate objectives and innovative means. We expect these solutions not only tois the raison d’être of POWERGROUP. We use Business be new and unique, but also to show considerable growthDesign Thinking to create distinctive strategies for businesses potential. Creativity is the source of the thought processand brands as well as to introduce new products or services. which ultimately leads to creative ideas. This “Eureka” moment brings information, knowledge and experienceBusiness Design Thinking – knowledge-based, strategic into the creative process and can thus help to achieveplanning and development – can be applied to a wide strategic business goals. Our design team generates andvariety of companies. Having successfully implemented provides highly innovative trend analyses which are used asthis conceptual approach in the development of innovative a basis for the development of inspiring creative conceptsprojects for the FMCG industry, POWERGROUP is now for accelerating the implementation of business, brand andusing it mostly for B2B projects. Business Design Thinking product strategies.is particularly suited for non-tangible brands from branchessuch as logistics, health, insurance, banking, energy, scienceand culture. 14

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CREATIVITY ANDINNOVATIONBRAND MANAGEMENT – STRATEGIC MARKETING – OPERATIVE MARKETING – CUSTOMEREXPERIENCES AND SEGMENTATION – CUSTOMER LOYALTY – CUSTOMER SATISFACTIONThe development of innovative products and concepts is emotional experience, which in turn generates brand loyaltythe primary focus of our work. In order to identify strategic and satisfies the need to belong. Our agency implementsopportunities for innovation, we compile qualitative and these communication concepts over the entire range ofquantitative data models to analyse the company and market communication channels: from print to radio and TV up topotential and evaluate the competition, taking into account interactive, digital media. The agency can offer the entiresocial developments and trends in fashion, art and media service spectrum, including the design and implementationusage to provide the framework for our creative process. of internal communication measures, PR and corporate representation at trade fairs and congresses. Our aim is toA coherent, clearly defined brand definition and careful satisfy all the creative needs of our clients, small or big.brand management are pre-requisites for a company’ssuccessful interaction with its market environment. Brandsare a highly concentrated form of communication. Wedevelop brand communication concepts that provide an 16

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GROWTHACQUISITION SCREENING – ACQUISITION STRATEGY – DIVESTITURES – MERGER INTEGRATION –JOINT VENTURES – STRATEGIC DUE DILIGENCEGrowth strategies often include mergers, acquisitions and POWERINVEST consults German and international corpo-joint ventures in order to complement product or enterprise rations, owner-managed medium-sized companies anddevelopment. Our experts from the financial sector, business financial investors in the domain of corporate finance.operations and strategy development work in close Our success lies in the establishment of long-term strategiccollaboration with management to define and implement partnerships. Implementation processes are continuouslyplans for helping companies to grow and reach their full monitored by our experienced experts and guarantee thepotential. POWERINVEST, the transaction and portfolio realisation of jointly agreed collaboration objectives. Weteam integrated in POWERGROUP, places a special focus provide professional support in purchasing and sellingon strategy conception and implementation to ensure a businesses and shareholdings, structuring and implementingconsistent and pro-active management approach. Close financing activities, and winning investors and collaborationcollaboration with our experts for ‘new markets’ allows for partners via the international POWERGROUP network.cross-border growth. 19

INSPIRATIONA problem always looks easy after it’s been solved. The greatvictory which today appears easily won, is the result of a series ofsmall, unnoticed victories.Paulo Coelho, Manual of the Warrior of LightThe “Warrior of Light” (as dubbed by Patricia Poetis,POWERGROUP’s creative director) – a copy of a clay figure from221 B.C. of the terracotta army of Emperor Quin Shi Huangadi –guards the door of POWERGROUP and is representative ofmany inspiring symbols which can be found in the works of art,artefacts and objets d’art from around the world located on thePOWERGROUP premises. 20

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PEOPLE ANDMOMENTS 24

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OPEN HORIZONSTête-à-Tête with Pantelis Christian Poetis and Patricia PoetisInterview: Ines RößlerPullach on an early summer day. The eye sweeps over the PCP: That was a very strategic mission in which an InternetIsar valley up to the peaks of the Alps that are visible in the start-up company was acquired by a large corporation fromdistance. POWERGROUP’s Managing Director, Honorary Gütersloh – two cultures clashed. It took us quite a while toConsul Dr. Pantelis Christian Poetis and Creative Director find the right way. With this project we learned that it’s notPatricia Poetis, whose offices are connected by an internal just the theoretical conceptual design that is important for adoor, finish a last email before the interview can begin. project; rather it is the practical application. PP: At the time, we had not yet worked together, and youPOWERGROUP celebrates its ten-year anniversary this couldn’t explain to me what you were actually doing.summer. In your view, what has been the most significant PCP: We had to define that for ourselves in clear terms, andchange between then and today? proceed task by task, step by step. In the end, we found a successful concept.Patricia Poetis looks at her husband.Pantelis Christian Poetis (PCP): I’m not saying anything. Ms. Poetis, you have only just mentioned that you werePatricia Poetis (PP): Why not? originally not involved in POWERGROUP. What led to thePCP: You have to answer that. decision to turn away from the fashion industry and join aPP: But you were one of the founding members of consulting company?POWERGROUP.PCP: The most important change is that we inserted the PP: This was a gradual process. In fact, I originally consultedconnecting door between our offices. fashion companies in regard to how their design teams werePP: I think that the most important and correct step for co-ordinated and controlled. It was about huge collectionsPOWERGROUP was to move here to the Riverside Offices. and the designers had to brought into line, or else everyonePCP: I was a little hesitant at first. But ultimately it was the would have designed something different. Parallel to this,right decision. we had many discussions at home about POWERGROUP projects, including ideas and strategies. In many cases,In doing this, you virtually brought the company to your we debated how concepts and their message could behome. conveyed well and clearly. Back then we found out that the easiest way to communicate something is with graphicalPP: Our projects cannot really be separated from what visualisation. Through these discussions, I became moreis considered a career. We see them as a vocation. The and more involved and ultimately became a member ofproblem with a vocation is that you can no longer distinguish POWERGROUP.between private and professional life – after all, you’re PCP: Even when we found the right words to outline ainvolved around the clock. However, I see this as a very strategy, this did not mean that it would also be properlypositive thing – in combining professional and private understood on an international level. The Spanish, Greeks,spheres, it is possible for both of us to work together day Portuguese and Brazilians may interpret it quite differently. Aand night, in the truest sense of the word. picture is the same for everyone.PCP: I think that’s a great luxury. PP: That‘s why I always say, “a house is a house”. Words are understood quite differently from images. Get ten people toDo you still remember the very first project which you draw a house and you will get ten different houses. A picture,supervised with POWERGROUP? on the other hand, provides everyone with the same idea. 26

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Are there any approaches from the fashion industry which a developed project or task, but an implemented result. Andare also reflected in your present job? that is a substantial difference.PP: The fashion world is very fast-paced and extremely short- How else does POWERGROUP distinguish itself from thelived. In addition to creativity , I bring along the fast pace. competition?PCP: There simply is no faster or more direct communicationthan in the fashion industry. Patty always knows from PCP: There are a few fundamental differences betweenexperience what works quickly, and how colours, shapes a traditional management consulting company andand words function and are perceived. This quick pace can POWERGROUP. One of the most important differences isbe applied to everything. that we do not deal with internal functions. We do not do restructuring or cost cutting, we don’t do any production ”DIFFERENT FROM TRADITIONAL relocations or plant closures. Design Thinking is exclusively focussed on external things: What is the market like, how MANAGEMENT CONSULTING can I better represent myself in the market, how can I win additional market potential? This can be accomplished via COMPANIES, WE DON’T THINK diverse processes. It can be a product, but it doesn’t have to be. Even extended product offers or market entries represent BACKWARDS, BUT FORWARDS.“ opportunities. The second difference is that we don’t think backwards, but forwards. For example, is there is a vision for Pantelis Christian Poetis a company which can be translated into a strategy, and with such a strategy, is it possible to position the company betterHas POWERGROUP‘s operation method been changed than how it is currently positioned? Which reminds me ofwith the inclusion of your wife? how, right at the start of POWERGROUP, we were invited to a BMW seminar with maybe 35 other consulting firms. TheyPCP: It has always been very important for us at said that they were doing so well that they were afraid of thePOWERGROUP to distinguish ourselves from the competition. future. This was an intriguing introductory question: We areThe big consulting firms are strong in theoretical development. doing fantastically well, but how could we do even better, orIn my opinion, their weakness lies in lack of creativity – the how can we stay that way and even top it? This is Businessdevelopment of the actual vision and with it the associated Design Thinking at its best. This is primarily not about crises;realignment of the company; and then the corresponding rather, it is about the future and using appropriate means tovisualisation and implementation. I often receive calls such secure this future.as this from my customers: “Christian, come quickly, we have PP: In fairness, it must be said that we never actually work forjust received eight folders from a consulting firm and don‘t companies which are in a crisis, but we almost always workknow what to do with them.” On an intellectual level, the for companies that want to increase their market power andcontent can indeed be understood, but the mental leap to their influence. This also implies that we operate in a verybuilding a vision or to developing a new product cannot be positive, upward-moving field. We can start thinking withoutcompleted. cost being an issue at all. Only once we have developedPP: Through joint discussion, we have developed our the strategies and new ideas do we enter into the discussion“Eureka effect”. The different approach from the strategic of what it may cost and how much money is available. This isand the creative sector, which is completely detached from a very different approach from going into an ailing companyany constraints, leads to the convergence of these two points and looking to save money everywhere – ultimately realisingand thus serves the development of concepts and their reductions. We externalise, we open the company to newvisualisation. possibilities– for new sales and new success.PCP: And at the end of the day, the customer does not have PCP: Costs are also relative. When I have a company which is on the verge of bankruptcy and I cause additional costs of one million, then that is one million too much. If we have 28

opportunities for advancing a company that is worth billions project and then something simply cannot be realised. Aand securing markets with a turnover in the millions, then good example of this is Berlin Tempelhof.costs of a million are very low. Of course, at the same time, PCP: After all, projects and the implementation of the projectsit is more fun for us to think positively. Right at the start of do not fail on a large scale. It is very rare that you have anmy career I got ailing companies back on their feet, but, to idea and then it flops because it was simply bad or missedbe honest, it was terrible. This cost cutting, closing factories, the point. Actual failure happens mostly when somewherelooking people in the eyes and telling them that their jobs the fine-tuning doesn‘t work out during implementation. It’shave been outsourced – it didn’t give me any pleasure. only a small parameter and the whole project topples.PP: This was actually the beginning of our strategic thinking. Sometimes there is also resistance which was not anticipatedBecause we wanted to avoid having to lay off people, we or was misjudged, and the whole thing stumbles. Thecame up with new concepts for fashion collections, and in Tempelhof project for further usage failed due to lack ofthis way we were able to either prevent layoffs or significantly political will. Following this year‘s referendum in Berlin,delay them. the Tempelhof site will probably lie fallow for a long time.PCP: Cost cutting basically doesn‘t get you anywhere ifyou don‘t have a vision for the future. Otherwise, after two ”WE OPEN COMPANIES TO NEWyears, the costs are too high again and you have to makereductions again. And cost cutting does absolutely nothing POSSIBILITIES– FOR NEW SALES ANDfor a company which has no future.PP: This positive, long-term work also means that we NEW SUCCESS.“nurture very personal, often even private, relationships withour clients, almost on a friendship level. These are mostly Patricia Poetissenior corporate executives and CEOs, and that leads toshort decision paths. This kind of relationship can almost be One important subject in your daily work is inspiration.compared with that one has with one‘s GP, that‘s how large Where do you get it from?the mutual trust is.PCP: This is perhaps also reflected in how we don’t consider PP: Inspiration is varied: anything you come across in theourselves service providers. We act as business partners course of the day can inspire. From family to nature, or awho anticipate our clients‘ every wish. normal trip to the supermarket, plus specialist magazinesPP: Make it happen whatever it takes. dedicated to trends and future research. Naturally, politics of the day and the news also play a role – just like the unrestOver a period of ten years, surely some strategy also must in various countries, or ‘liquid democracy’. It all influences creativity and allows one to think about it and to transformhave failed? learnings into input for projects. PCP: Reflection is decisive for me. We discuss thingsPCP: We can look back on some 80-90 large projects discursively, not only at home but also in the company. Everyover this 10-year period, and only a few of them were not employee knows that he or she can contribute somethingsuccessfully implemented. We keep an eye on these projects constructive to a project at any time, regardless of theirfor years and take note, with satisfaction, that it wasn‘t our position or specialisation. This inter-disciplinarity is a veryfault if something could not be implemented. important aspect for generating the right impulses or ideas.PP: Satisfaction is not the right word. Of course we are proud We highly appreciate the personal exchange with our staff -when we receive feedback, such as happened recently it is in this way that we learn about trends. For example, whatregarding the black-and-white hands campaign. I had almost does a techie or a graphic artist do when they have a longforgotten it, and then there is such positive feedback yearslater. The campaign was really able to convey a uniqueselling proposition. But some projects just fail, and I find thatreally frustrating. We spend many hours contemplating the 29

weekend; where do they go, what is their objective, what down in POWERGROUP, and also do not want to forcedo they do there, and with what experiences do they come them to work here. Currently, of course their studies are theback? Similarly, we also get important input from our children, focus of their lives. But if they take on a job in the company,who are quite a bit younger than our employees. What then they must also perform it responsibly, from the beginninghappens in this new young world, naturally has implications to the end.on the “grown-up” world, we don’t live in a vacuum. The realintuitive approach is to use this discourse, the back-and-forth, ”INTER-DISCIPLINARITY IS A VERYto develop what starts as a holistic approach into a widely-applicable strategy. IMPORTANT ASPECT FOR GENERATINGAre you clear from the outset on how you will apply a THE RIGHT IMPULSES OR IDEAS.“certain trend or graphical stimulus for a project, or doesthat crystallise only over time? Pantelis Christian PoetisPP: Once you‘ve read up on a project, then some flash PCP: Patty has once again forgotten the most importantof inspiration comes relatively quickly. Then it’s all about point. We have always told our children when they askeddetermining whether it can be implemented as intended. for pocket money that they could naturally work for it, that’sPCP: If, based on my wife’s description, I’ve fully understood not a problem. The educational intention behind this goeswhat’s possible and how to implement it, that’s when I say along with the old adage “from nothing comes nothing”.“Sold!”. If I as a non-creative person understand it, then They should understand that, if they work, they can also geteveryone else will also understand it. I learned this from money for it.Patty; if she says “Look, this might be like so and so”, I know PP: When it comes to money – let me add something here.immediately whether it appeals to me and whether it could For me, money is not a decision criterion, and it should notwork or not. Indeed, in nine out of ten cases, it passes be one for our children either. I have never made money thethorough examination both internally and – after we have focus of my life. As Erich Sixt recently said in his acceptanceelaborated the concept – it also passes upon review by the speech at the Scopus Awards in Berlin: “Those who earncustomer. I don’t know what that is – intuition or experience. money just to earn money deserve only to earn money”. OfPP: It‘s a combination of many factors. course you‘ll need some yield at the end, but primarily it’s the cause that counts. That‘s what our children are learning.Some of your children contribute on a regular basis, They have also learned that performance and reward aresome on short notice as needed, to various projects closely related, for they have never received pocket money;of POWERGROUP or the Honorary Consulate. How rather, they have always had to work for it. However, it wasimportant is it to you that your children get an insight into not primarily about money, but about the idea. It‘s just thethe operation? opposite of what you just said. PCP: It would really have surprised me if we were of onePP: It is very important. For us it was a pre-requisite that our mind. In this context I‘d like to stress that we are fully openchildren should be able to be involved in the communication not only to our children but also to our employees. Thebetween us. We have always spoken to everyone about Design Thinking that is at the core of POWERGROUP caneverything. We have often received significant input for be practiced only if you are ready and willing to learn it, anddecisions in this way. Ever since our children were oldenough to understand what we’re talking about, we havewanted them to also understand the basics of our work;how strategies are developed and how they are ultimatelyimplemented. In this way, I believe that we can provide themwith what they need to have a solid basis for any career thatthey might choose later in life. We don’t want to nail them 30

have had experience in going beyond borders, crossing able to establish new markets there. For me personally, it’sthem and thinking big. I understood my wife immediately the humanitarian, not the economic, aspect that comes towhen she said: ”Move the company to here in Pullach, the fore.the horizon here is endless; you have no mental barriers PCP: And it’s fun. Neither of us play golf, so I always say:or content limitations.“ This is what we want to convey to I don’t play golf, I have Pakistan. This commitment with theboth our children and our staff. If now one of them has the Consulate gives me a satisfaction completely different fromidea - which is what just happened – that she would like playing golf. Besides the fact that I am a terrible golfer.to found and run POWERMADRID, and we believe thatmakes sense, we will do it. And if the next employee comes Recently, you have been able to recruit several Asian,along and says that he or she is now opening an office in South European and South American employees forShanghai, then Shanghai it is. I believe that, if the basics and POWERGROUP. Is this a mere coincidence or a part ofthe chemistry are right, and the external parameters as well, your business strategy?then anything is possible.PP: True to Walt Disney: “If you can dream it, you can do it”.. PP: This has become a part of the business strategy. It wasPCP: Exactly. thanks to a first coincidence that we learned how muchPP: And that means that your horizon is open – there are potential and new knowledge we can gain from suchno barriers, there is no No. A no is just a short-term result employees, and therefore this approach appealed to us.prevention, as my husband always puts it so nicely. That‘s This once again expands the horizons immensely, and itswhen one has to keep looking for a way as long as necessary simply fun. We are proud that we can offer these employeesuntil it is found. That is a major aspect with POWERGROUP: a platform, and we are learning a lot from them.There are no limits. PCP: As my wife always puts it so nicely, “Life is lived forwards and understood backwards”. I don’t know where”A MAJOR ASPECT WITH POWERGROUP: she got that from. PP: I think we use a bunch of such sayings. THERE ARE NO LIMITS.“ PCP: Anyway, we really decided on that intuitively and by chance, and now we understand it as a part of our strategy, Patricia Poetis because you can just get an awful lot of learning from it. We also note differences in mentality, just like one approachPOWERGROUP often uses social topics to support brand or another which is simply not up for discussion. Somebuilding. Aren’t you worried that that might be understood things just cannot be realised in the way we in Germanypurely as a marketing gimmick? think will work. Sometimes, insurmountable barriers present themselves. I find that absolutely exciting.PP: I don’t believe that, because that is simply not the case.We have always believed that if we’re doing well, then we You have already had some - one might even say: radical -must share some of it. We have understood that our strategies experiences in your life; not just geographically but alsocan also be used successfully for social topics. This is dear professionally. Hasn’t it become boring, always in Pullach,to our hearts; it’s really important for us. In this globalised always with the same company? What are your futureworld in which we move and work, we must also consider plans like?such projects. They’re not just a part of our everyday work;ultimately, they also contribute to the success itself – for it’s PP: Amazingly, Pullach has become our haven to which weonly if we are able to defuse social hot spots that we are always like returning. As we work internationally – in more than 50 countries – the world comes to us at home, and at the same time we go out into the world. We notice no limits here. Nevertheless, we are still open for everything. I could well imagine going somewhere else again. Maybe 31

to Washington or London in ten years. Nothing needs to mean that we are tied one place – quite the opposite. Theremain the way it is. On the other hand, we feel very much at only thing that is really immutable for me is Business Designhome here, in this house, in this company, in this location. For Thinking – which in turn is the most agile and creative thinkingmy part, I would never give it up. That is not to say that that model there is.would keep me from something else. What do you think? PP: That virus really settled with us. We really can’t doPCP: I think you said all there is to it. I agree with you anything in our lives without...completely and have nothing to add. I believe just as much PCP: We can’t travel to any town, go in any restaurant, enteras you do that every person seeks a place of tranquillity any hotel or company, watch any Maypole celebrations...somewhere. We have often discussed this. With our PP: ...without applying Business Design Thinking. It is indeedinternational projects and trips, we have been able to extreme. Extremely beautiful!develop many thoughts about it. Time and time again, wehave come to the conclusion that Pullach offers so manyadvantages that there is no alternative for us. This does not DDccwpohrra.i.imtehrPafpPotmeheaexenetneidsteMctieuhrusmaitlniifvdoisesbrtrjCauebysnfehotodtrtrefeeHinHrsoohtheiuneyaagoglnthrdiheaetnraPipymicnoaCedcertooetthonindossdsa,upiflptoiPioftporaunrrloPslPl.mavaaekakcisnitshthaateagnn.eciroTssnhcitenuernorPetrOdnotefWlyrthntEoeeRgGe1os0Rttai-OaybetiUlniasgPrh PTactohaofteemtorrPnpiO1eca0iWcsaitydbEeePoRaoiGornsek,Rf.tahOiNavsoUs,oufiPrPrmn’suoaacflllllrlywyea,afocolotrhiukvoneokdcinnhtghcieelaifetfiisntmetperpacrtroootirjceppucroleatrssar.eltyenptcsleoeamlesmcetduendthicpaartottihojeencsTtseisainpmua,t 32

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The winters of the late forties and early fifties were the coldest she found those words of wisdom, which are from Socrates,for decades. Germans who are old enough to remember in my copy of Bartlett. I had over-looked them. My Motherthe Berlin blockade and the Rosinen bombers still shiver at is smarter than I.the thought of that mini ice-age. As fate would have it, theblockade ended on my birthday, the day my Mother gave I took my book-friends’ words to heart and set off on ame used copies of Webster’s Popular Illustrated Dictionary life-long journey during which my habit, determining theand Bartlett’s Familiar Quotations. Both were 1938 editions, importance and meanings of words, influenced my choiceas am I. Both of those books, in a certain sense, sealed my of education; I studied philology; and my career path, whichfate. I formed the habit of making sure I knew the force of the always had to do with fine tuning of words.words I used by looking them up in a dictionary. Knowingwho used those words in an admirable form made my habit We at the POWERGROUP do our utmost to ensure thatall that more enjoyable. the words we choose for our clients' communications are unmistakably clear and concise. We know that ‘words areHaving nothing better to do during those long cold winter not simply made up of symbols, but are the shells whichevenings in the pre-television age, I read books and gave enclose our thoughts’. (I think I ‘borrowed’ that from Herder;perhaps overly frequent attention to my friends Webster and I must look it up to be sure.) As the communications weBartlett. Goethe said that ‘habits are man’s only pleasures’ develop are often used in other languages, we take great(according to my friend Bartlett). He, dear Bartlett, also told pains to assure that the words we use are translatable.me that Confucius said “Without knowing the force of words, Knowing that the English word translate and the Germanit is impossible to know more.” I thus formed the pleasurable word übersetzen both mean ‘to bear across’ helps me, thehabit of making sure I knew the force of the words I used team’s only native-speaker of English, choose English wordsby making reference to friend Webster and the like. And which can be carried over into any other language. Ourto Bartlett as well, who showed me how men much wiser clients pay for the words we choose. Knowing that thethan I had used those words. “The chains of habit are too condensed power of the words in a headline is worth 80%weak to be felt until they are too strong to be broken” said of every advertising dollar/Euro spent, drives us to ensureSamuel Johnson, a wordsmith after my own heart. Bosworth that those words are right in any language they may appear.told the anecdote about Johnson’s rebuttal to a woman who (I know that I borrowed that thought from David Ogilvy; Icriticised his poor personal hygiene. She said “Mr. Johnson, don’t have to look it up.)you smell”. Johnson replied; “No Madam, I stink and yousmell of cheap perfume”. Let us not forget that the world’s three monotheistic religions are based on words. The word Torah means ‘teaching words’.My habit of talking about words and well-known usage According to the Koran, the first words Prophet Mohammedthereof, quotations, has often driven my family, friends and received were “read the words”. The New Testament tellsbusiness associates to distraction. I deeply apologise and us that “in the beginning was the word”. What’s in a word?‘blame’ my Mother who told me that “the beginning of More than at what first meets the eye!wisdom is the definition of terms.” Later in life I discovered that 35



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THE TARGET IN SIGHT 41

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THE RED DOORAnd then I was there, finally, at the entrance of something I was right: the red colour reflected what I thought I’d findcompletely new for me. behind the door. And there I was, ready to start a professionalExcited and nervous about what I would find after going challenge completely new to me. I soon identified myselfthrough that red door. It caught the eye when I got closer, with the colour red. Although it was hard at first, somethingand as I decided to go by foot that day, so did the glances propelled me through that door every morning of the 180from the people strolling by. Something behind that door days that I would be there.awoke my curiosity. New challenges, a new language, new customs and evenI thought the red colour of the door would symbolise a team laughter (sometimes tears as well) accompanied me fromwithout fear: optimistic, ambitious, self-confident and even morning to night in those days between October and March.powerful. When entering the door that had opened for me But at the end, it was something Red like the door, somethingin Spain a few months before, I found not only a team; I that has made me strong, ambitious and confident in myself.found a family and good friends as well. Thanks colour red. Thanks for that open door and for finding you. I will always have you in my heart. 43

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”He has created an earth of varied hues, mostsurely there is a sign in this for a people who are mindful.” Quran, The Bee 16:13 45

WITH OPEN EYESHow could the ideologies of National Socialism cloud the It is always around us, and continues to shape our ideas ofminds of most Germans so successfully? And how did the morality and ethics. We cannot forget it, if only because itmany others who despised the Nazi regime but who did is reflected in our language. However, while working on thenot dare to show any open resistance cope with the new book, I noticed that we are masters in overlooking it.reality? What can on no account make history boring is the people behind it. Behind every fact, behind the tiniest process,While I was cleaning up the archives in my Munich school, ultimately there is a human being with feelings, a perception,the Max-Josef-Stift Gymnasium, I found answers to these a belief. And this is what continues to affect the people ofquestions, which in turn raised new questions. From historical today most strongly. The book “Offenen Auges (With Opendocuments, interviews with witnesses of the time and a Eyes)” should show the stories behind history – the emotions,volume of Third Reich laws, I gained insights which made the perception, the life.much clear to me. And the book was born. Since its release in December 2013, the book indeedThe role of women in National Socialism in particular was opened my eyes in a whole new way. Thanks to readingsdiscussed. It led up to a fictional story which was designed and book presentations, I have been able to meet a largeto usher readers deeper into the subject. number of interested readers, curious students and inspiringWhen the Nazis came to power, this changed the life of people just within the last six months. And that’s why I’m prettythe pupils in the Max-Josef-Stift Gymnasium. Aurora and sure that I want to continue working in this direction. I amErika experienced some restructuring of the school before very interested in other cultures and politics; I study historybeing released into the changing adult world. Marita, and archaeology, and at the moment I already have ideasLinda, Anneliese and Theresa experienced how the school for a new book. The field of journalism also appeals to meadapted, how teachers were dismissed for ideological immensely, and I think it would suit me well. One cannot sayreasons and how Jewish students were bullied out of the exactly what the future will bring – maybe I will orient myselfschool. When the war began, the girls, through their quite differently. But my love for language, communicationenvironment, see the soldiers‘ daily life, but also that of the and interaction with other people will hardly dissolve intopersecuted. How should they behave? Should they submit thin air.to the ideology of National Socialism, become tools of it, or Also, there are so many stories in the world – and I believecall for resistance to it? that most of them are just waiting to be told.Based on real events, the girls‘ stories are experienced in thehere and now. Each girl has a different starting point, andeach girl must select the right way for herself.The book is intended to stimulate the reader to look at hisenvironment more closely. Where do I really live? Whatwas the past like in this location? For me, the main questionbecame: can history be boring? Especially when it comes toa subject like the 1933-1945 period, which is really coveredin detail at the school. The answer is clear: It can’t be boring. 46

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A journey of a thousand miles begins with a single step.

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KEEP RUNNINGI packed my bags – with dreams and hope Music and singing are important factors in my life. I haveStep by step – I’m leaving home been performing on stage since a very young age, andI’m headed West – where the ocean’s blue no locations have been too weird for me to sing at.Searching myself, I got an open view After my Master’s degree in March 2014, I planned to work on my singing career, but learned very quickly thatThe road I took is paved with trust I wanted to write my own songs to express my ideas.Even if I fall I’ll be brave enough Earlier in my university studies, I started to find and un-The sun is shining and melting my doubts derstand the correlations between music, the societyAmazing friends they’re helping me out and politics during all the different years and centuries. From the musical side, I want to pursue this trend of mir-Whatever you can dream, you can do roring the time I live in without losing the roots and ideasBig City, Bright Lights; this freedom is new I learned from the master craftsman in the past. There-Destiny is destination fore, I combine classical music techniques and stylesEvery step means elevation with modern musical approach and beats of today’s popular music.Keep running fast But what content did I want to issue in my songs? MyNo time for gasp very first song “Keep running” shows this developmentYour vision’s clear of my thoughts. Firstly, I was rather driven by an egoisticYou’ll find your path approach looking for success and acknowledgment in my singing in another country. But during my time onI found things I wasn’t looking for the West Coast I found the vision, that my music shouldBitter crumbs in every cookie jar have a purpose and cause. I want my music to be so-I’m testing my limits living in here cially beneficial. I am showing what music makes meI won’t change for an image, my vision is clear think, how it makes me see the world and how it gives me the strength to follow ideas. I plan to positively pointHeaven and Hell – are pretty close out events and happenings of our society and politicsCity of Angels and City of Ghosts and discuss the prosperous projects of today’s peop-Singing for you, is the greatest choice le, who work and care for other people and a betterIf they say I won’t make it, I will raise my voice place. I want to use my medium and my voice to tell their stories and support their cause, first of all by ma-Whatever you can dream, you can do king their stories heard and second of all by includingBig City, Bright Lights; this freedom is new them in future success. My major goal is that my musicDestiny is destination is not only nice to listen to but actually benefits otherEvery step means elevation people. I will “keep running”.Keep running fastNo time for gaspYour vision’s clearYou’ll find your pathI’m on my own – I left my comfort zoneThere’s no feeling such as coming homeTime for decisions – Keep going! Keep going!