Design your commercial strategy

Reasons to join

  • Participants will discover and learn design thinking method applied to brand-driven innovation scenarios.

  • Multiple technics will be illustrated during this journey for building, fostering and embedding creative confidence and innovation.

  • The process is real, playful and interactive.

  • It will boost your creativity thinking and imagination

Who should attend

Innovation Managers, Brand Managers, Marketers, Strategy Manager

What you will get?

  • Discover Strategic foresight technics (scenario of the future) and discover your potential future

  • Learn how to create stories of your future on human-centric approach (Storytelling)

  • Define your ideal role in the future and translate it into an actionable purpose

  • Map your stories on the Business Model Canvas and assess their desirability, feasibility and viability

  • Translate your stories into StoryDoing including Change drivers

Program overview

Day 1 - Morning

  • Presentation: “The Future is Digital. The Future is Meaningful.”

  • Strategic Foresight: future-oriented perspective

  • Exercise: Imagine potential futures, question their relevance, illustrate their qualities and potential.

  • Exercise: Translate potential futures into stories for your protagonists and participants

Day 1 - Afternoon

  • Presentation: “Purpose matters.”

  • Start with WHY

  • Exercise: How to translate in a clear positioning for the future? Formulate your brand’s purpose

  • Exercise: Elevate the relevance of your brand through meaningful innovations.

  • Brainstorming: list (desirable) meaningful ideas that could help you realise your purpose

Day 2 - Morning

  • Presentation: "Monetise your Purpose"

  • Exercise: Explore business models that could inspire you using St Gallen Business Model Navigator

  • Exercise: Map your meaningful ideas and Business Models

  • Exercise: Analyse the feasibility of a chosen idea/business model on the BMC (Business Model Canvas) and pivot if necessary

  • Exercise: Analyse the viability of a chosen idea/business model on the BMC (Business Model Canvas) and pivot if necessary

Day 2 - Afternoon

  • Presentation: "Storydoing or BMC into action"

  • Drive change through sense making

  • Exercise: Prototype your idea and BMC into a story that illustrates your future.

  • Mobilise the organisation for change

  • Exercise: what’s your action list for going towards this future (in Offer, Capabilities, Culture and Identity)

  • Pitch your story (telling and doing)

Practicalities

  • 2 days workshop

  • Process in 4 steps: Imagine, Purpose, Monetise and Shape

  • Pre-requisite: Curiosity