Values & Mindset
Will & Idea.
The thought that drives us is more than 200 years old. And yet it is the essence of everything we do: turning an idea into a product.
A 200-year-old thought
The World as Will and Idea.
In 1818, Arthur Schopenhauer's major work Die Welt als Wille und Vorstellung was published. In English it carries the title The World as Will and Idea — and it is exactly these two words that, for us, hold the whole essence: Will and Idea.
Personally, this guiding thought has accompanied me for over 20 years — long before I had read the book, it lived in my subconscious. It was only during a lecture at the University of Lucerne that it dawned on me what exactly it is that drives me. It is this interplay: the idea of where you want to go — and the will to actually get there.
The Idea
First you need a clear picture of where you want to go — and an idea of the path to get there. The destination and the route. Without that vision there is no direction, only movement.
The Will
And then you need the will to cross the Alps — to take the hurdles that are inevitable when realising a product, a project, or mastering a new technology. Only will turns the idea into reality.
Always the same principle
An idea. A route. The will.
The principle is always the same — whether realising a product idea, with the wooden map, or on my ultra-long bike tours of over 200 kilometres. You have a vision of where you want to go. You have an idea of the path. And then it takes will to really cross the Alps.
That is exactly what the film portrays: the same mindset, carried from the mountain to the product and back.
Never just theory
To know means to experience.
With us, this essence never stays theoretical — it always has a very strong connection to practice. We don't build for the sake of technology or for the sake of doing. It has to serve a purpose, it has to be relevant.
For us it's not about knowing something in theory, but experiencing it in practice — feeling through our own doing what it really takes to bring it to life. That is Swiss craftsmanship: will and idea, translated into practice every single day.
From thought to product.
See what emerges from will and idea — our own products.
View products →