Growing Up with Our Customers, Part I (with Thomas Kragelund & Tejs Rasmussen)

Thomas Kragelund

Thomas Kragelund

Tejs Rasmussen

Tejs Rasmussen

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Podcast Episode 18


In this episode Daniel is joined by Thomas Kragelund and Tejs Rasmussen to talk about the background and history of Creative Force. Before founding Creative Force, Thomas and Tejs founded Pixelz along with Janus Matthesen. While providing retouching services to e-commerce studios, they learned that each studio had different methods for tackling the complexity of creative production, and often that meant introducing more complexity. Creative Force was born out of a desire to reduce complexity in the studio, and enable the teams doing the work to focus more on being creative.

Key Takeaways

  • Thomas and Tejs met during the early days of e-commerce. Thomas headhunted Tejs to work as a designer for his e-commerce consultancy.
  • In the early days of e-commerce, if wanted to launch a web store, you talked to the head of IT. It was considered a technical issue to be solved.
  • After building some store fronts, Thomas and Tejs observed that product images that were being used were lacking in quality, they decided to bring a solution to market in the form of Pixelz.
  • Pixelz started off with a phone and an FTP site, and was built up from there.
  • Amazon came to Pixelz and became a client, enabling lots of re-investment into the company, and being able to scale up
  • In scaling up, the team discovered that flow production was the key to serving more customers, faster and with better quality. Pixelz learned all of the same lessons that production of physical goods learned, but with some different challenges.
  • Learning lessons from Pixelz really shaped the view and perspective that became the Creative Force philosophy.

Links & Resources


  • Flow Production - Flow production is also known as continuous production. It is defined by the continuous movement of items through the production process. Large numbers of the same goods are produced continuously in this production process. There is often an opportunity for a high level of automation on a flow production assembly line.

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