MindLab is a Danish cross-governmental innovation unit which involves citizens and businesses in developing new solutions for society. We work with the civil servants in our group of owners: the Ministry of Industry, Business and Financial Affairs, the Ministry of Employment, the Ministry of Education and Odense Municipality and we form a collaboration with the Ministry for Economic Affairs and the Interior. The group of owners cover broad policy areas that affect the daily lives of virtually all Danes. Entrepreneurship, digital self-service, education and employment are some of the areas they adress. MindLab is instrumental in helping the group of owners decision-makers and employees view their efforts from the outside-in, to see them from a citizen’s perspective. We use this approach as a platform for co-creating better ideas.