[M]y main task when I was artistic director at Thomson for four years: to make the company virtuous. Not because there was a desire there to do evil, but because they had simply forgotten their purpose in life - to be of service, to use their skills to be of service. It is essential to try to play the role of a friendly "enemy within". That is, to catch the interest of these big companies so that they make money available, and research facilities, and distribution networks, for this return to what is the origin of all their activities - to serve others. It even means changing the words they use. One of the things I did at Thomson was to change their name. Thomson used to be called TCE, Thomson Consumer Electronic, and I asked them: who wants to be a "consumer of electronics?" (Philippe Starck)

[M]y main task when I was artistic director at Thomson for four years: to make the company virtuous. Not because there was a desire there to do evil, but because they had simply forgotten their purpose in life - to be of service, to use their skills to be of service. It is essential to try to play the role of a friendly "enemy within". That is, to catch the interest of these big companies so that they make money available, and research facilities, and distribution networks, for this return to what is the origin of all their activities - to serve others. It even means changing the words they use. One of the things I did at Thomson was to change their name. Thomson used to be called TCE, Thomson Consumer Electronic, and I asked them: who wants to be a "consumer of electronics?"

Philippe Starck

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