New Growth Map
How can »New Growth« be communicated to clients? In 2022, the strategy consultancy diffferent introduced »New Growth« (»Neues Wachstum«) as their new business philosophy and claim. A business philosophy emphasizing social and environmental responsibility alongside profitability. To effectively communicate their new business attitude to clients, diffferent looked for new ways of presenting »New Growth«.
Competencies
Primary Research
Secondary Research
Design
Text
Project Approach
The Three Lenses of Innovation provided the framework for our project approach.
Phase 1
Empathize
In phase 1 we conducted 10 interviews with experts on »New Growth« to gather diverse perspectives. Simultaneously we performed desk research and industry benchmarking to analyze wider trends and competitor approaches.
Phase 2
Define
In phase 2 we identified the 12 core focus areas representing critical aspects of »New Growth«. To cluster and syntheize research findings collaboratively we used Miro.
Phase 3
Transfer
In phase 3 we explored various design and communication concepts to best represent the multi-faceted nature of »New Growth«.
Phase 4
Prototype
In phase 4 we prototyped the final version and let stakeholders engage with it.
Phase 5
Implement
In phase 5 we integrated the map into client communication and diffferent's marketing strategy. To promote »New Growth«, we launched a year-long initiative to unpack different map themes through diverse formats (blog posts, events, white papers, etc.) and distributed the map to clients as a personalized holiday gift, signifying the ongoing journey.
Methods
Expert Interviews
Trend Research
Benchmark Analysis
Project Output
The »New Growth« map has fostered internal engagement and raised client awareness of the »New Growth« philosophy. This initiative has positioned diffferent as a thought leader in responsible business practices, paving the way for future collaborations and impactful change.
Collaboration with
Sophie Michel
diffferent Strategy Consultancy
2022