EP 14: Why Mindset is The Biggest Challenge of Technology with Marcus Kirsch



A Royal College of Art alumni and ex-MIT Media Lab Europe researcher, Marcus Kirsch has worked as a transformation, service design, and innovation specialist for over twenty years.

With project experience for companies like British Telecom, GlaxoSmithKline, Kraft, McDonald’s, Nationwide, Nissan, Science Museum, P&G, Telekom Italia, and many others, he believes that we need a new narrative, mindset, and way of working to align ourselves with what society needs today.

When Marcus is not hard at work, he is an indoor climber, movie nerd and maker. He currently resides in London, UK. The Wicked Company is Marcus’s first book. 





  • Sometimes you think it might not be possible to change things because you look at the government and don’t think it will be possible but I have a very positive view on the fact that technology is an enabler and people with a purpose are empowered to create more interesting things.
  • There’s a need for a lot of things to get better, to be fixed. Even in the mainstream people are becoming interested in higher purposes.
  • Through technology and the communication it gives us the change we all need might be much quicker than we think.

Technology is not an answer, it’s a question and the question is aimed at us. We as people need to answer. It comes down to not seeing technology as a solution anymore but as an enabler. All the tools we have available are shaping our society. I can use a hammer to build something or I can use a hammer to smash your head in so it really depends on how you use it.


  • I like to see myself as an enabler to build the right context for answers. 
  • We need to communicate better, we need to come together better, for any purpose.
  • The wicked company terminology comes from wicked problems comes from the practice of systems thinking. In systems thinking there’s two different types of problems, the main are tame and then we have the wicked problems. A tame problem is a problem that you have a look at and you can pretty much gather enough information about it to form and shape a solution. And you can solve it again and again because the problem won’t change. And example of a tame problem is building a bridge.
  • In contrast a wicked problem you might not in the beginning gather enough information about it, there might be bigger gaps there. The other part is that while you are working on it the problem can change and furthermore after you’ve put your solution, you produce a solution live and the problem will be affected by that. And example of a wicked problem would be reducing the crime rate.
  • It’s about the mindset, if I still think the way I think tomorrow I won’t have any different insights, I won’t do anything differently. If you don’t start to look at things in a different way, using a different mindset for a problem or whatever you are going to look at you won’t think anything differently therefore you won’t see anything differently therefore there won’t be a different outcome. The big challenge its mindset.
  • If you connect the right things that’s gonna create success.


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