The ultimate motivation behind the propelling force of WHY is to make your customers life better and have your proof points.
- Liesbeth Dillen
The ultimate motivation behind the propelling force of WHY is to make the lives of your customer better and easier. All greatest animations, products, services are created with that understanding. So WHY do you do what you do? What sets your business truly apart from the rest of the competitors?
The foundation and unchanging WHY needs to be articulated clearly so that each and everyone involved understands the purpose of what they’re doing. Working with innovation and mission can get suffocated by “tunnel vision”. The WHY needs to be translated into the behavior process throughout all functions - logistics, finances, customer services, R&D, HR, and external players from the network society you operate in. Identify your proof points.
Liesbeth as well offers
CLIENT: Rio Tinto.
CHALLENGE: To implement innovative-thinking ecosystem throughout the company, not just the R&D department.
SOLUTION FOR CHALLENGE: “Think Who & Why before What” approach and business planning.
OUTCOME: Not merely a nice sounding slogan but a rational program for substantial changes. We created innovative-thinking ecosystem throughout the company to think big and differently in two steps: First - we translated the business Why. And putting customer and other stakeholders first became a clear and commonly shared external and internal agenda for all departments as rethinking process and procedures started from scratch.Second - we combined classical ROI KPI together with new ROS (Return on Society) to set goals.
CLIENT: IKEA Global.
CHALLENGE: To be a purpose driven company to cut through to Millennials.
SOLUTION FOR CHALLENGE: “Think Who & Why before What” approach.
OUTCOME: New business format, user experience design, value based recruitment. We translated the business Why into a clearly articulated purpose of the company and combined it with corporate ambition, and delivered the “How & What” roadmap for customer experience, new products & services, positioning, and Employee & Employer behaviors.
Consumer goods, +6000 people org, +20 bio TO.
To overcome stagnation, meet the demands of changed customer behaviors, and match the speed of the market.
SOLUTION FOR CHALLENGE:
“Think Who & Why before What” approach and business planning.
Dramatic shift, disruption not seen as threat, and the company thrived by becoming a "network" company. We started by distilling “5 Strategic Axes” for the next 3-5-10 years, based on driven value of “combining more digital with more human.” Then translated the business Why into clear plans with How & What that integrated with network teams, agile tactics, and creative process, which gave more speed and simplicity.