Maija Itkonen is an industrial designer, successful entrepreneur, innovator, and brand lover. In 2015 she co-founded Gold&Green Foods, the company behind the phenomenal success story of the “perfect protein food” platform and its first product Pulled Oats. Pulled Oats is a new kind of meat alternative based on the Nordic superfood oats, built around the team’s unique scientific knowledge and design thinking under Maija’s leadership. With Maija, we talked about:   her rocky path from a design school to starting companies,   how and why Gold&Green became a nation-wide sensation in Finland,   and what it means to start and run a purpose-driven startup.     www.d.mba

46- Maija Itkonen - A purpose-driven startup is changing our perception of meat

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Ready for a business adventure? 
For our latest Teardown, we're exploring the terrain of a brand that has revolutionized business and ethical standards. Yes, we're unearthing the tale of Patagonia, a brand that's more than just outdoor apparel. It's a testament to sustainability, innovation, and an unwavering love for the great outdoors. 
 Patagonia is an icon of ethical business and thoughtful design. It's a brand that has masterfully woven the threads of environmental activism with cutting-edge business strategies. In this episode, Alen, Franz, and Tom will unravel how Patagonia has managed to design not just clothes but also a culture of sustainability and product innovation that other brands are dying to replicate. 
 Join us as we explore...The relatable conflicts of Patagonia's founder, a craftsperson at heart who remains reluctant to call himself a businessmanWhy Yvon Chouinard committed early business self-sabotage in the interests of the environment he loved… and set the standard for the business's future decision-making.How Patagonia weaves philosophy into its culture, always prioritizing its most important stakeholder: our planetThe role of activism in its brand ethos and the marketing side-effects that this fostersSo, lace up your hiking boots, and let's hit the trail together in this latest Business Design Teardown. It will be one wild ride through Patagonia's business peaks and design valleys.

105- Patagonia - Business Design Teardown

Prepare to immerse yourself in a tale of innovation and color that revolutionized design and branding. Our latest Business Design Teardown paints the vibrant journey of Pantone, the brand that turned the art of color consistency into a global industry. Join us as we explore the canvas of challenges and innovations Pantone navigated to become the global authority on color. We'll brush up on how Pantone didn't just stop at solving a problem; they became trendsetters, influencing design and fashion and setting tones that reflect cultural moods and movements. It's a story of strategic brilliance as much as it is about the beauty of color. So tune in as Alen, Franz, and Tom uncover...How faded camera film boxes brought to light the critical need for color consistencyWhy Pantone's strategic decision to sell early in the value chain to ink manufacturers set the stage for a color revolution.Pantone's journey from standardization to 'Colour of The Year' trend-settingThe reasons Pantone's Colour Matching System has dominated for decades, and the threats to its future...So, enjoy the spectrum of strategic stories about Pantone, the brand that painted its way into our lives and lexicons. From standardizing hues to dictating trends, this episode promises to add a splash of color to your day!

104- Pantone - Business Design Teardown

Early applications for the next d.MBA, starting on April 8th, are now open. 
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Get ready to crack open a can of intrigue with our latest Business Design Teardown, where we're diving headfirst into the chilling waters of Liquid Death's business and creativity genius. We're peeling back the heavy-metal label to reveal the secrets behind their killer branding that's taken the beverage industry by storm. From the mountainous origins of their water to the razor-sharp humor of their marketing campaigns, we'll explore how Liquid Death has managed to make hydration feel like an act of defiance. Join Alen, Franz, and Tom as they explore how this brand turned the simple act of drinking water into a rebellious statement as we explore...How sneaky energy drink marketing at festivals first planted the seed of an idea for Liquid Death's founderWhy using a fake advert to measure demand was a breakthrough move designers can learn fromThe playbook that Liquid Death used to shake up a stale product category with edgy branding and marketingWhy Liquid Death's 'Murder Your Thirst' tagline means more than hydration; it's an environmental call to action
So, if you're thirsting for a business story that's as refreshing as a cold drink on a hot day, tune in. This episode promises to murder your boredom and resurrect your love for innovative branding and design. 
Stay hydrated. It's going to be a killer episode. 


103- Liquid Death - Business Design Teardown

Tap, tap... is this thing ON? Great, because we've got an exciting new Teardown episode for you! 
 In this latest podcast installment we're taking you behind the scenes of ON, the Swiss brand racing to the forefront of the athletic footwear industry. With its unique CloudTec technology and striking sneaker silhouettes, ON is a brand taking on the big players using design as a critical differentiator. 
 From its humble beginnings to its rise as a global contender, we'll explore how this innovative brand has made significant strides in a competitive market.  
 So tune in as Alen, Franz, and Tom discuss… 
ON's technology and design breakthroughs, from the humble garden hose to innovative footwear.How a founder's dedication to continuous innovation through experimentation keeps ON moving forward.The David vs. Goliath battle ON faces in the fiercely competitive athletic footwear arena.ON's enormous potential for expansion into new market categories.
 So, get set and join us as we race through the story of ON - a business running on innovation, savvy leadership, and unique design.

46- Maija Itkonen - A purpose-driven startup is changing our perception of meat

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