The full range of workshops covers a number of different topics/stages that are relevant for the innovation process. Here I give an overview of the different workshops, which together form the complete start for an innovation program. Each workshop starts with a specific question and results in a concrete deliverable.
Question 1: What is the world in which the company operates? Who are its main customers? Who are the other stakeholders involved?
Question 2: Where do you want to go? What is the expected outcome of this set of workshops?
Tools: Stakeholder mapping, process planning
Deliverable: Plan of approach
Identity vision development workshop
Question: Who are you? What do you want as a company? What are your main drivers? What motivates your employees? What keeps you together? What are your dreams and ambitions? What would you like to contribute to society at large?
Some people tend to define companies in terms of their economic value, their human resources, or their brand equity. But in order to serve as a starting point for innovation processes, it is much more important to find out what really drives the people in the company. In addition, the vision should inspire employees and potential clients. Therefore, this workshop focuses on the emotional connections between the company and its employees
Tools: drawings and sketches, metaphors, collages, 5D box
Deliverables: Company vision and communication plan
We develop a vision for the future that builds on the positive associations people already have of the company. This vision should be deeply anchored in the company; it should be authentic and fit with the company. It builds on the fundamental values and the company’s strengths that have developed over the years. The vision is not necessarily confined to a verbal statement, but may also include images or materials that embody the proposed vision. The end result is a clear vision, that builds on the strengths of the company, and is inspiring for employees and potential customers.
This vision is the starting point for your company or organization’s innovation processes. It acts as a beacon that provides direction in future decision making. It should lead to creative solutions and inspire new product ideas that enhance innovation processes and that are supported by the entire company staff.
It is important that the vision is not just the result of a few people who have had a nice workshop session together. The outcomes of the workshop should be shared with as many people within the company as possible, in an engaging and creative manner (e.g., a booklet, a game, an event).
Client approach workshop
Question: Who are the company’s clients? Who are your stakeholders? What do these different parties want? What are their interests?
Tools: stakeholder analysis, collages, personas, statistics
Groups are formed for the various stakeholders. Each group tries to get into the skin of these stakeholders. What are their wishes, needs, desires, values, emotions? What does the world look like in which they operate?
Deliverables: Detailed customer profiles. These profiles should be as experiential as possible. They allow you to really dive into the skin of your customers, and can be the starting point for role playing.
Domain exploration workshop
Question: What is the world in which the company operates? What kind of developments are taking place? What will your world look like in a few years from now, when your new product offering will appear on the market?
Tools: scenarios, ViP, create future context
Deliverables: A concise description, story, or multidimensional image of the future context of your company.
Concept generation workshop
Question: What do we as a company have to offer to the world? What will the company offer to its customers? Who are the target group for this outcome? In what situation will they use it? What will happen when people interact with it?
On the basis of the identity vision, the client approach, and the domain exploration derived in the previous three workshops, we bring these insights together to determine the future force field in which the company will be operating, and to determine opportunities for the company.
Tools: drama techniques (play company, stakeholder, in future context setting), drawing, sketching, process sketching
Deliverables: New product concepts. The innovative concepts connect to real human, possibly unidentified, needs. They make use of the various types of expertise within the company.
Materialization of end result workshop
Question: What will the concept look like? What does it consist of? How will it feel? What materials is it composed of?
In the materialization of the concept, it is important that the company vision becomes tangible. The way the end result looks, feels, smells should all communicate the company’s shared values, just like the instruments in an orchestra that together play a piece of music. All these touch points together create the customer experience.
Tools: material explorations, sensory explorations, multi sensory design, story board, scenario sketching
Deliverables: The products and services developed by the company should result in rich experiences for their customers. They should be new and innovative. Often they provide breakthrough innovations.