Industrial designer Lex van Dockum has overseen many product development processes in the course of his career. He worked in small engineering offices and various multinational companies before joining the PCV Group five years ago. Since then he has joined the management team and is particularly valued for his ability to take a “helicopter view” of a project. Where he had also become “fed-up” with the sluggish organisational structures of large companies, he now enjoys the freedom to improve or develop from scratch new products for clients, working with colleagues with very different specialisms. To do this, the team from the PCV Group employs an approach it calls ‘structured creativity’. In this interview the experienced project manager describes what exactly this entails.