Mindera - A Progressive Approach to Software Development

The RenDanHeYi model, developed by Haier Group CEO Zhang Ruimin in 2005, is revolutionary management philosophy aimed at transforming traditional hierarchical corporate structures into highly adaptive, customer-centric ecosystems. Rooted in the belief that employees (Ren) and their entrepreneurial capabilities should align with customer needs (Dan) to create value, the model emphasizes individual accountability and dynamic organizational roles (HeYi). By dismantling conventional silos, the RenDanHeYi model fosters a network of autonomous micro-enterprises within the larger corporate entity, transforming the organization into a nimble startup factory.

To develop and share the idea of Zero Distance and its broader management philosophy of RenDanHeYi, Haier hosts an annual forum to celebrate the world's most progressive organizations. This September marks the 8th edition of the forum, taking place in Haier’s hometown, Qingdao, on September 20. Working with the Business Ecosystem Alliance and the Management Lab, the Haier Model Institute will release the inaugural listing of the progressive companies which are putting Zero Distance and related ideas into practice.

These organizations are characterized by:

• Zero Distance to customer | Decision what to build is based on insights from the marketplace

• Autonomy | Small teams with full decision-making autonomy enable speed in execution

• Shared Rewards | Everyone in the micro-enterprise participates in its financial success

For the 2024 inaugural ZeroDX awards, Haier approached us to list 50 self-managed organizations that showcase the principles of RenDanHeYi in how they organise their work. Mindera is one of the 50 organisations we listed this year.

Introducing Mindera

Mindera, an international software engineering company established in 2014, is dedicated to crafting robust, scalable, and secure web and mobile applications. With a workforce of over 1,000 employees, Mindera operates globally, with significant offices in Portugal, the United Kingdom, and the United States, among other locations. The company emphasizes placing people at the heart of its operations, focusing on software development, including UX/UI design, product management, frontend, backend, and infrastructure services.​​

Mindera is a prime example of RenDanHeYi in the software development industry. It relies on self-organization for each project and the team has full autonomy to service clients fostering close connections and high client satisfaction.

Organizational Structure

Mindera operates with a unique, decentralized organizational structure that fosters a high level of autonomy among its employees. There are no traditional hierarchies or rigid organizational charts; instead, the company promotes a network-shaped structure where everyone is encouraged to take ownership of their projects. Decision-making follows an advice process, where any individual can make decisions after seeking input from those impacted by the decision and those with expertise on the matter. This approach ensures that decisions are well-informed and inclusive, eliminating bottlenecks often caused by hierarchical systems​. For example, when a new project begins, the team self-organizes, and roles are fluid, allowing members to take on responsibilities that match their skills and interests. This flexibility is further supported by the absence of traditional job titles, encouraging employees to contribute beyond the confines of a specific role.

Zero Distance to Customers

Customer centricity at Mindera is paramount, with the company striving for zero distance to customers. Employees who interact with clients are granted significant autonomy to make decisions that enhance the client experience and improve the product or service delivered. This close relationship with clients helps Mindera understand their needs deeply and respond swiftly and effectively, fostering strong partnerships and high client satisfaction​. For instance, project teams have the authority to tailor solutions and make on-the-spot adjustments without waiting for approvals from higher management. This responsiveness is crucial in meeting clients' evolving needs and maintaining a competitive edge in the fast-paced tech industry.

Internal Culture

Internally, Mindera treats its employees with exceptional care, emphasizing a collaborative and inclusive culture. The company's handbook highlights principles such as taking care of each other, speaking up, and embracing change. Employees enjoy a high degree of freedom and responsibility, with an environment that encourages continuous learning and teaching among peers​​. The company culture promotes a flat hierarchy, where every opinion is valued, and open communication is encouraged. This culture is reflected in their office design, which features open spaces and whiteboard walls to facilitate spontaneous discussions and idea-sharing. Additionally, Mindera's commitment to work-life balance is evident in their flexible working hours and the option for remote work, which empowers employees to manage their time and work environment according to their needs.

Mindera's people-centric approach is also evident in their emphasis on personal development and well-being. The company offers various opportunities for professional growth, including access to conferences, workshops, and online courses. Mentorship is encouraged, with more experienced team members guiding and supporting newcomers. This approach not only helps individuals grow but also strengthens the team's overall capabilities​​. Social activities and rituals are integral to Mindera's culture, helping to build strong interpersonal relationships and a supportive work environment. Regular team-building events, such as annual trips and game nights, foster a sense of community and belonging among employees​. The company's approach to feedback is also notable; instead of traditional performance reviews, Mindera uses continuous feedback loops where employees regularly exchange constructive feedback with peers, fostering a culture of constant improvement and mutual respect.

Conclusion

With its decentralized company structure, Mindera has managed to grow within stifling the energy and engagement of its team. Customer centricity is paramount as are autonomy and shared rewards, in line with the RenDanHeYi management philosophy.