James Sommerville Is Building Creative Teams Without Boundaries
Summary
James Sommerville, a former Coca-Cola design executive, now leads KnownUnknown, a platform that forms creative teams by bringing together independent people for each project instead of using fixed groups. He believes this new way of working allows fresh ideas and diverse perspectives, supported by global connectivity and artificial intelligence as a tool.Key Facts
- Sommerville was a vice president of global design at Coca-Cola from 2013 to 2018.
- He co-founded the design agency ATTIK with a grant from the Prince’s Trust in the 1980s.
- KnownUnknown assembles creative teams for specific projects rather than using permanent staff groups.
- In 2016, Sommerville gathered 100 global designers to interpret Coca-Cola’s glass bottle, inspiring his new approach.
- He emphasizes trust over strict control when forming flexible teams.
- The model relies on people collaborating across different locations and time zones.
- Sommerville views artificial intelligence as a helpful partner but says it cannot replace human emotion or taste.
- He believes creativity benefits from mixing new viewpoints rather than repeating the same ideas.
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