Decide where you are going, then start building

A set of decisions you do not have to keep reopening: an assessment of market and competition, clearly named audiences and triggers, a positioning including the question of who you deliberately do not address, measurable goals and a roadmap with order and effort. What you get at the end is not a collection of options, but a decision the next projects can be aligned to.

No. The documentation is as short as possible and concrete enough to be used day to day. What interests us is what follows from it: which activities are due, in which order and how you will know whether they worked. That is why every goal comes with a number. Without it, any later assessment stays a matter of taste.

That depends on how much groundwork already exists and how many people are involved in the decision. A focused process with analysis, one or two workshops and a written commitment usually takes weeks rather than months. At the start we clarify which questions have to be answered before budget and activities, and which can be decided later in the project.

Yes, because the benchmark is your situation and not a corporate playbook. For young companies it is mostly about focus: who first, with which offering, through which channel. In mid-sized companies the problem is more often that every department tells a different story about the company. As certified design thinkers we work on this in workshops with your team, because otherwise nobody inside the organisation stands behind the result.