There is probably no word as misused and misunderstood as strategy. Talking about strategy often leads to eye-rolling or sighs around the room. If you observe carefully, you might even catch sight of people cringing or getting instant heartburn.

Why does this happen? Let us dive into a couple of reasons to pinpoint why strategy often fails. Then we will cover how you can make strategy work.

Fluff is the most common cause for strategy failure. Strategy is about action and fluff does not promote any action. People often think that strategy equals vagueness because being too concrete may a)…


Say you’ve got an idea for a new product or service, you’ve created a prototype and users reacted positively towards your concept. Now, what’s next? When creating something new, desirability (or ‘does my customer want this?’) is not your only concern. You also need to consider how you will make it work (feasibility, as we call it) and how you will make money out of it (that would be viability). You don’t want to charge forth full on or start thinking about how things will work in practice just after the first positive signs — signs that customers are interested…


You run Foresight Sprint workshops with your clients to help them gain insight on current trends in their business environment and look for opportunities that their company can seize. The purpose of the workshop is to help businesses understand key trends in their industry and imagine what direction they would take in a few years’ time. This way, they can proactively innovate, seize opportunities, and stay ahead of their competitors.

You can read more about why understanding and predicting trends is vital for businesses to thrive and survive here.

But how do we conduct these workshops to inspire our clients…


Today it seems that everyone is thinking about solving problems. The problem-solution thinking was popularised by designers and startups. Entire libraries were written about how to solve problems. Ironically, that is the problem.

People grew so accustomed in thinking in solutions that it feels like you cannot have any conversation anymore without being offered a solution. Sometimes it is straightforward blunt solution offering: “You need to try X. Will solve that problem!” Other times it is more subtle, solutions disguised as good advice. In any case, often those solutions aren’t the solutions. Even after applying. …


When people talk about innovation and product design, they often think about large corporates, cool start-ups and everything in-between. The public service sector rarely comes to mind, and almost no one talks about the power that using product design to innovate would have within the public services environment. This is regrettable and undeserved. If there’s one industry that could benefit immensely from a strategic product design or design thinking approach, it would be public services.

Public services are generally perceived as bureaucratic, old, rigid, not customer friendly, and so on. Unfortunately, this perception is true in most cases. But public…


Innovation has become a top priority for many companies today. It is the solution to thwarting the risk and fear of being incumbent or getting taken over by a disruptor (the car industry is a painful example of this). The difficult task of helping companies to become more innovative falls on the shoulders of corporate entrepreneurs. However, they invariably have to weigh their options and maintain a constant balance between budget and time.

So, how do corporate entrepreneurs manage to move towards success? They use design sprints to place careful bets. Design sprints allow corporate entrepreneurs to manage the innovation…


When we organise workshops, a strange expression crosses people’s faces when we mention that we’re not going to hold any discussions during the workshop. It’s a common mistake and the amount of discussion occurring in a workshop is how you can distinguish a novice facilitator from an experienced one. When hiring people, one of the main things we use to estimate their maturity is how they respond to the question “should you have discussions in workshops or not?”.

Why should you avoid discussions in workshops? And what alternative methods can boost the productivity of a workshop? Read on to learn…


Why do we go to movie theatres? Why do we love riding roller coasters in amusement parks? Why do we enjoy going on safari trips? Why do we attend festivals? But most of all, why do we enjoy participating in all these activities instead of simply looking at pictures of or reading about them? Many of us love doing these kinds of activities because they are immersive experiences that appeal to our human sensors. Immersive experiences allow you to lose yourself in them, to be completely taken away by them because of how they are presented to you. The experience…


As a strategic design studio, we often run workshops and design sprints with customers. In most cases, there’s always someone in the workshop who will comment and say something along the lines of: but doing this will take ages in our company, this is too complex, we’ll need more IT to make this happen. These pessimistic and discouraged comments arise because they’re looking at the big picture, which appears too large and overwhelming to actually realize. But by breaking things down with design thinking and design methodology, even the biggest pictures and challenges become very achievable.

During the workshops and…


A lot has been said and written, mostly corporate and abstract definitions, about what a vision really is. To us, a vision is an ambitious and forward-looking view an organisation has on how to tackle a problem or seize an opportunity. Creating a vision is crucial for organisations because it mobilizes and unites every member in pursuit of a clear future. …

Joeri Van Cauteren

Builder, designer, innovator, entrepreneur, husband and father.

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