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…


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…


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…


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…


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…


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…


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. …


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…


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…


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…

Joeri Van Cauteren

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

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