At LX Concept entrepreneurship is about more than numbers and deadlines. It is about courage, intuition and creating every single day. And the one who embodies that like no other is our CEO: Jurgen.
What began in 2004 in an attic room grew into a full fledged creative agency with a clear mission: creating great work and being great to work with.
Twenty years later LX Concept works for brands such as Philips, Norgine, Dr. Oetker, Heinz and Haribo. As both challenger and guide we help brands grow with creative solutions that make an impact. That drive earned the Rising Star Award from Sortlist in 2020, a recognition for innovation, growth and client satisfaction. Still, Jurgen says every day: “This is only the beginning.” So this Entrepreneurs Day is the perfect moment to put him in the spotlight.
What does entrepreneurship mean to you today?
“Head, heart and calculator. Entrepreneurship is a continuous interaction between business partners (client supplier colleagues). What is best for the client in the short and long term without losing sight of entrepreneurship (which is ultimately about creating value for your company). For me entrepreneurship is an interplay between head, heart and calculator. These are three very important pillars. If those three are in balance things are relatively good. If one of them is not in order then do not do it.”
What motivates you every day to keep creating?
“Passion! Passion for imagining and creating things. Things that truly matter and genuinely make a difference. The ultimate goal is that the client sells more or can create more value for their product, service, or brand. The satisfaction you get from a thank you, or simply from seeing and feeling that you made the right choices for the client and that they are reaping the benefits… and stay loyal because your team did a great job. A product launch where you can see it truly becoming a success brings me a lot of joy, makes me happy, and motivates me time and time again. Clients you “convert” into partners and even into friendships. That is a confirmation of your expertise, your transparency, your personality, and your drive to always go the extra mile for your client… and that is only possible with a very good team that thinks along and embraces your company philosophy and values. A team you can rely on and trust, that is what motivates me.”
What lesson would you pass on to starting entrepreneurs?
“Do what you love. Do what you love because what you love is what you are better at than others. And if you are better than others you have an economic model. Work very hard from the start but also after twenty five years. You are only as good as the last project you delivered. Keep going because there is no way back. Know that as an entrepreneur you can suddenly lose everything, it sounds strange but it is the truth. There is no social or financial safety net for entrepreneurs. Be aware of that so consider every decision carefully. Surround yourself with good people who share your mentality, give them a lot of trust, but keep oversight especially financially. Do not think that things will suddenly go by themselves or that you have made it. The road up is very long and very heavy, the road down takes only a few seconds. Keep an eye on the overhead costs and do not do crazy things. Go for it, where there is a will there is a way and where there is no way you must create one, that is entrepreneurship. Do not look at the sign with the dead end street but turn that sign around… your road starts right there, that small block is your starting point instead of the end point many people see.”
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