No Box at BMW

One of the case studies in our book features Chris Bangle, former chief designer of BMW, and the earthshaking changes he led in the design of BMW automobiles. In their latest ad campaign, BMW's theme is about something unexpected - the word “No.” For example, they say

No, we will not compromise ideas.
No, we will not do it the way everyone else does it.
No, we will not give in to mass market vanillaism.

Today in the spirit of Bangle, BMW goes on to proclaim, that their ideas are uncompromised by bureaucracy or focus groups. By giving their designers complete freedom and autonomy, BMW can foster an environment that protects fresh thinking. They also cite that one of the greatest rewards of this autonomy is the ability to say No to the status quo. Sounds like No Box thinking.

BMW has recognized that old, traditional concepts for car design will not propel them to the future they want. They have chosen to say No to those traditions, and have committed to growth in new, perhaps less tried ways.

About what processes, procedures, mindsets or whatever, must you be saying No, in order for your organization to grow in new, fresh ways? Think about that. Then ask yourself, if you have what it takes, (those important internal characteristics described in There is No Box), to do something about them?

Steve