Viewing entries tagged




CXO LEADERSHIP FORUM SUMMER EDITION 2018 'The new rules for business success in the digital age'. It was fun to participate in the CXO event, with a unique dynamic of cooperation between leaders from different companies



The 6 ways to grow a company


The 6 ways to grow a company

Interesting article about growth strategies - innovation - allocation of budget and resources

by Gino Chirio, in,  June 14, 2018



In opbouw! Under construction!

In (permanente) opbouw! 

Under (permanent) construction!

Om commerciële succesvol te blijven, moeten bedrijven in staat zijn om in een steeds hoger tempo nieuwe produkten en diensten op zodanige wijze te ontwikkelen en te commercialiseren, dat ze onmiddellijk perfecte oplossingen zijn voor actuele klantproblemen.

We spreken over het permanent creëren van unieke waardevoorstellen.

De running lean methode van Ash Maurya laat toe om niet alleen snel en gefocused op de belangrijkste risico's te werken in het ontwikkelingsproces van nieuwe produkten en diensten, maar daarbij ook permanent met early adopters te interageren. Dit laatste maakt het mogelijk om te leren en onmiddellijk bij te sturen.

So far so good... Vaak wordt het vergeten maar ook de commercialisering van nieuwe produkten en diensten moet eveneens nieuw ontwikkeld worden. Wanneer marketing en verkoop na (of al tijdens) de ontwikkelingsfase grondig nadenken over een nieuwe commerciële aanpak voor het lanceren van deze producten en diensten, en deze nieuwe verkoopprocessen ook grondig testen, stijgt de kans op een succesvolle lancering aanzienlijk.

Bij deze aanpak van idee tot commercialisering, is het belangrijk om veel aandacht te besteden aan het samenstellen van het innovatie team, het proces uit te tekenen, en te zorgen voor de juiste begeleiding.

In order to continue being commercial successful, companies must be able to develop and commercialize new products and services in an ever-increasing pace and in such a way that they are immediately perfect solutions to current customer issues.

We prefer to talk about permanently creating unique value propositions.

Ash Maurya's running lean method allows not only to work quickly and focused on the major risks in the development process of new products and services, but also to interact with early adopters permanently. This latter makes it possible to learn and to adapt immediately.

So far so good ... Often forgotten, but also the commercialization of new products and services must also be developed. When marketing and sales after (or already during) the development phase thoroughly reflect on a new commercial approach for launching these products and services, and also thoroughly testing these new sales processes, the likelihood of successful launches increases significantly.

In this approach from idea to commercialization, it is important to devote a lot of attention to the creation of the innovation team, to drawing the process, and to ensure proper guidance.






Think of the worst idea possible and work back to find new ways of solving old problems

'There are many creative tools a designer uses to think differently, but none is more counter-intuitive than “wrong thinking,” also called reverse thinking. Wrong thinking is when you intentionally think of the worst idea possible — the exact opposite of the accepted or logical solution, ideas that can get you laughed at or even fired — and work back from those to find new ways of solving old problems.'  ('Idea, Start by Imagining the Worst Idea Possible by
Ayse Birsel, Aug 16 2017, Harvard business review)


How does service design work?

Service design

Is an iterative process in four steps

Fundamentally and in reality, it is not a linear process and certainly not a standard process. But as service design is a complex process, we work in four different steps to structure the approach.  The basic service design approach consists of exploration, creation, reflection, and implementation.

It is also an iterative process. That means that it must be able to return to the previous step regularly, or even start all over again from scratch. It is necessary to be critical and courageous to step back, start all over again, or even stop the design process. The benefit of structuring the design process is that it enables a greater degree of reflection upon all activities, outcomes and influences of the design team.

Keep always the entire process in mind (from a helicopter view), especially when you put a lot of energy in the improvement of a concrete activity with lots of details.  E.g. if you are redesigning employee interactions between sales and marketing staff, it is also important to consider the organizational level and structure as a whole. In other words, it is not a success to work on interactions between two people respectively from the marketing and sales department, as these departments themselves need to improve cooperation and interaction.

Four steps

The starting point in the exploration phase is the customer. Whether it is for current customers or potential customers, it is essential to properly understand the situations, interactions, customer journeys, attitudes and expectations of the (potential) customers. Ways of researching are for example by going on an exploratory manner in conversation with the customer, customer panels, or by observing customers. The ways in which this information is obtained, and the attention to details are keys to future success.

During the creation stage, it is all about designing, testing and retesting ideas and concepts. It is a co-creative ideation process, where it is important to involve all main stakeholders and to work with interdisciplinary teams that include customers, managers, employees, engineers, designers, sales, marketing and other stakeholders. In this stage it is important to stimulate co-creativity as much as possible, and to work user-centred. Using sticky notes for visualizing the process is another key to success. The creation stage is closely related to the reflection stage. Practically, there are a variety of methods and tools which can be used in the creation stage. E.g. designing hypothetical stories, drawing storyboards (sequence of events), or even using Lego materials to express a service environment ,can all be interesting to use during the creation stage.

As already told, the reflection stage is closely related to the creation stage. However, in the reflection stage it is important to build or prototype service concepts in reality or circumstances close to reality. But the main challenge at this stage in the process is dealing with the intangibility of services. Therefore it will be very helpful to consider carefully how to provide customers with a good mental image about the future service. That is the main goal at this stage. In order to obtain emotional engagement for the new service, the way in which this is proposed will be of great importance. Methods which are useful for this purpose and help visualize the new service are again methods like  storyboards, a comic strip, video, photos, simulations and co-creation. Feedback needs to be collected in a thorough way through interviews, observation, surveys.

A design process is not successful, if the new service isn’t implemented properly. The implementation stage may be considered as a real change or transformation stage, with lots of obstacles and resistances. Therefore it is very important to work with ‘ambassadors’, who were already involved and contributed already in earlier stages. If they have a clear vision of the concept, and if they were already involved in developing and testing the prototype of the new service in interaction with real customers, there is a high probability of a successful implementation. Successful methods we use in this stage are storytelling, service blueprints, testing with real customers or role plays, business model canvas and action plans.

In every stage we have several workshops with main stakeholders, but with different goals, perspectives  and approaches.

If you want more information about service design thinking and  to evaluate if this approach could be interesting for your organization, contact THRUST

For more information about our services, click here



The new rules of innovation

Innovation is taking risks

Interesting and inspiring TEDxBerkeley -talk about innovation. Uploaded on Feb 25, 2012

From Carl Bass , President and CEO of autodesk, Inc. Autodesk is the leader in 3D design, engineering and entertainment software. Formerly he was Autodesk's chief operating officer, responsible for worldwide sales, marketing, and product development. Earlier roles included CTO and EVP of product development.

His key message is that innovation is happening at an unprecedented pace and will continue to accelerate because of 5 trends:

1. The age of Access and Experience

2. Business Un-Usual

3. Digital fabrication

4. Rise of information

5. Infinte Computing

Watch now

For more information on commercial innovation methodologies and approaches click here, or contact THRUST