Well, it certainly sounded good to all the people who commissioned Le Corbusier, and the architects who his buildings inspired throughout the 20th century. But when Le Corbusier decided on his standardised human measurements (based on an able-bodied British policeman 183cm tall), he unwittingly excluded vast swathes of the world’s population from interacting with his architectural spaces as he wanted. Unless you were 183cm tall, that is.

Le Corbusier’s Modulor system was not only fashionable, it became the gold standard in architecture. But the more Modulor was applied and replicated, the more buildings people were being excluded from. By having elements like the height of door handles, worktops, and steps designed for an ‘ideal’ man, Le Corbusier’s own biases entrenched existing inequalities in society, be that gender, disability, age or health.

Let’s be honest. Sometimes we assume what a customer wants rather than 100% know what they want. When developing a new product or service or improving something that exists, colleagues are likely to have their own idea of what needs to be done.

Maybe management has this great idea that perfectly aligns with their new strategy. Or maybe it’s the product team that thought of this super techy new feature that they can market amazingly. Back in the real world, your development team is at full capacity and is not happy about any new idea you bring to the table (nothing personal, honest!). This way, we end up compromising and create something out of thin air, trying to “make people want things” rather than to “make things people want”. So how do we prevent this?

Unlike so many other companies, HelloFresh is emerging from the Covid crisis stronger than ever. In the first quarter alone, HelloFresh was able to increase their turnover by 66% thanks to a million new customers. Which meant that its share value also rose by up to 300% compared to the previous year. 

However, Björn knows that you cannot rest on your laurels at moments like these. Now, more than ever, it is especially important to be thinking about how to continue this growth now and into the future. So, the challenge facing Björn is to ensure that these new customers recognise the practical advantages of HelloFresh’s cooking boxes so that they’ll keep on using them in the long term.

But how do you make an already well-positioned company even more futureproof? And how do you succeed in giving voice to employees with all their great ideas and then, make them a reality?

Every point of interaction that the customer has with your offer should show convincing and consistent branding. Often the first mouse click is also the first impression the user has with your product and greatly influences any subsequent interactions.