When helping design teams to formulate their strategy, we built this framework to help them make choices on where to focus.

Where to play
Strategic and optional responsibilities

Market foresight
Anticipating emerging user needs, and technology and market trends.

Framing opportunities
Identifying, articulating and assessing potential problems to solve

Envisioning futures
Crystallising and visualising potential product/service futures

Instigating change
Provoking debate, introducing new thinking, and pioneering change

How to win
Traditional core responsibilities

Concept validation
Testing, learning and developing to check desirability, feasibility and viability of concepts

Experience quality
Raising quality and coherence for the user across touch points

Market differentiation
Positively distinguishing the brand at the product/ service level

Insight to concept process
Owning, refining and facilitating the front-end innovation process