The Yepp Files®: a Dutch design business case

The Yepp files: a true story about the bike seat reinvented.

The value of the book is that it presents a clear, honest and complete account of innovation as it REALLY happened (not just ‘based on a true story’, as they say in the movies). The author is a designer and entrepreneur who seeks to navigate a complex system of forces as he strives to bring and idea from ‘first spark’ to a success in the market. And what a story it is: this design driven innovation at its most intense – a journey of striving, meeting adversity, and coming through. As it plays out you will encounter the deep human themes of commitment, trust, perseverance, and lots of ingenuity. Michel, being the author of this autobiographical R&D rollercoaster ride, jumped into this adventure from a well-established leadership position (and safe employment) at one of the most prestigious firms central to the modernist identity of Dutch Design. He left all of that, to basically play with fire.... The book starts from the moment of this remarkable choice and presents the whole journey. The result is an exemplary story of entrepreneurship, as driven by design… and it can be read from both perspectives, with many lessons to be drawn both ways.