Education should not be a dress rehearsal.

I talk a lot with people who work at big companies. The first thing when it comes to how they see university students coming in is that they say: " we have to re-educate them". Why is that?

Suppose you study, for 5 years, marketing, on a regular university. The program is a fixed program, for 5 years, and when entering the program, one already knows what the theme is in the 2nd semester of the third year. Strange if you don't even know how the world will look like, lets say in one year.

And, worse, the most studying and work in project groups, is done with cases. Written for an educational setting, based on cognition only, and most of the time, because they are out of printed books, outdated.

At Knowmads we only work with real life stuff. Real clients, with real problems or challenges present to the students what keeps them busy in real life. Today and tomorrow. And they don't get written reports as a result. But real life stuff, like a website, a brochure, a film, a visual booklet, whatever is needed. 

Once we worked for a client, who first asked Mc. Kinsey to do the job. They came with a report of 300 pages, with on page 300 5 solutions, of which 3 where not implementable. We did the same assignment, came out with a workshop for the management, and presented 3 solutions, of which 1 is implemented, and the 2nd one is in the making. 

Life is not about cases. Working also is not. Education also not. Why not to combine life and work with education, instead of pulling off a dress rehearsal at university?