A bit of background info: before establishing Secrid, René and his wife Marianne ran a design firm for over 20 years, working with various clients across different markets. This experience would prove invaluable, allowing them to learn and apply their skills in diverse contexts. "We worked for different clients and markets, which was very educational and exciting," van Geer recalls. Eventually, they decided to channel their knowledge and creativity into their own venture. “We wanted to apply all we had learned to our own products and under our own brand,” he explains.

The 2008 financial crisis was the final push they needed to fully commit to Secrid. The card protector they launched won the Red Dot Design Award, and the rest, as they say, is history. Today, Secrid's products are sold in over 8,500 stores worldwide, but it’s the owners' focus on creativity that really sets the brand apart. We sat down with René in the Secrid headquarters, housed in a beautifully renovated industrial warehouse in The Hague, to talk business.

"Everyone is constantly engaged in creative activities.”

Creativity is quite a broad concept. I'd like to know your definition of creativity.

RvG: “There are many degrees of creativity: people everywhere create their own world every single day. For some, that might mean baking a cake, while others change the entire recipe. The point is that everyone is constantly engaged in creative activities.”

So, do you believe that people are inherently creative?

RvG: “Everyone is creative. Again, the type of creative activity you’re involved in may vary. There are degrees of creativity depending on things like skills and other practical reasons. For instance, we used to renovate homes, and I would be very hands-on, painting walls and building furniture. All in all, it is a very creative endeavor but also a time-consuming one. The house we just moved into was already renovated. I didn’t want to spend more time renovating a house, so this time around, our focus is more on choosing the right rug, painting, or lamp. I don't paint or build furniture myself anymore because it simply takes too much time.”

“Building a company is very similar to developing a product…You solve problems creatively, just like you would when designing a product.”

What does creativity look like in the work you do? Is there room for creativity when you’re the CEO?

RvG: “Absolutely. Building a company is very similar to developing a product. It's never finished, and everything is constantly evolving. You develop processes, find the right people, and make numerous decisions, which is very creative. You solve problems creatively, just like you would when designing a product.

When you start out as a designer, it can be hard to integrate a lot of different elements all at once. But over time, you learn to consider more factors in your designs, such as the user, the brand, the market, and the functionality. Good design considers all these aspects: you need to be holistic and ensure that what you create functions well in society and is commercially viable.

Now that our company is bigger and we have a larger team, we can tackle projects more professionally. We have experts in areas where I lack knowledge, like ICT and legal, which allows me to focus on the creative aspects, which is where my strengths lie. We also try to make sure that the people who work for us can focus on what they’re good at.”

“It's essential for the creative process to include various types of input, from those with engineering minds to those who are more abstract thinkers.”

Does working with such a diverse team impact your creative process?

RvG: “It adds depth and perspective. Different viewpoints and experiences contribute to richer ideas and solutions. It's essential for the creative process to include various types of input, from those with engineering minds to those who are more abstract thinkers. For years, I’ve been working on a model of our production process, and I’ve narrowed it down to seven levels of abstraction: from the very abstract - the strategic thinking that our product team does - to the more practical art of selling the product, which is the domain of the marketing and sales team. This model is not unlike the chakra system, which also consists of seven steps, or chakras, that help us understand the interaction between body and mind. Each chakra represents a different aspect of our being. For example, the Root Chakra represents stability and security. People strong in this chakra are grounded and practical. The Solar Plexus Chakra is linked to personal power and confidence. Engineers and people who create structure tend to be strong in this chakra. And there’s the Third Eye Chakra, which is related to intuition and insight. This is important for strategic thinkers and visionaries. All these different chakras represent different types of creativity, and having a team with diverse strengths in these areas is crucial.”

"We try to design our office spaces to meet varying needs, ensuring everyone has the right environment to be productive and creative."

What does having a diverse workforce mean for the day-to-day business of running a brand?

RvG: “Different roles require different environments. For example, the finance team needs a stable and quiet environment to ensure accuracy and concentration. They benefit from a fixed, calm workspace. Marketing and Sales need areas that foster interaction and collaboration because their work often involves brainstorming and communicating with others. The engineers and developers require structured spaces where they can focus on detailed work without distractions. In contrast, the creative team needs flexibility and inspiration; they thrive in dynamic environments where they can move around and be exposed to new ideas and stimuli.

We try to design our office spaces to meet these varying needs, ensuring everyone has the right environment to be productive and creative. In the end, the environment you create must support both the practical and emotional needs of all those people. That’s why we focus on creating spaces that encourage interaction and collaboration. For instance, our espresso bar is a place where employees from all parts of the company come together, fostering informal discussions and idea-sharing.”

How do you manage the balance between creativity and practical needs like deadlines and budgets?

RvG: “It's about setting clear boundaries. Creativity doesn't have to be a long, drawn-out process. Even within time and budget constraints, you can make creative choices. The key is to prioritize and make the most impactful decisions within those limits.”

“Creativity doesn't have to be a long, drawn-out process. Even within time and budget constraints, you can make creative choices.”

Do you face any specific challenges in maintaining your company's creative edge?

RvG: “Design is central to everything we do. We believe that good design can improve the world. This is why we partner with events like What Design Can Do and the Dutch Design Week to showcase how design can address various challenges. Our goal is to highlight the positive impact of thoughtful design on society. One challenge is ensuring that we stay innovative while also managing a growing business. It's a balancing act between exploring new ideas and maintaining the efficiency and quality of our existing products. We strive to foster a culture where both can thrive.”

What advice would you give to other entrepreneurs looking to incorporate creativity into their business?

RvG: “Surround yourself with diverse talents and create an environment that encourages experimentation and collaboration. Be open to different perspectives and don’t be afraid to take risks. Also, remember that creativity isn’t just about big, groundbreaking ideas; it’s also about making small, incremental improvements that add up over time.”

Lastly, are there any personal rituals or habits that help you stay creative?

RvG: “I make sure to integrate moments of relaxation and reflection into my daily routine. Whether it's taking a walk, meditating, or simply daydreaming, these activities help me stay open to new ideas. It's about finding a rhythm that works for you and allows your mind the freedom to wander and explore.”

“Creativity isn’t just about big, groundbreaking ideas; it’s also about making small, incremental improvements that add up over time.”