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An introduction to your future.

– by Sonja Put, Strategist Design Thinker and co-founder True Value Innovator

In this, every new day, faster moving VUCA world (Volatile-Uncertain-Complex-Ambiguous), organizations will outperform, and even more, only survive, if they are able to reinvent themselves and shape their own market, over and over again.

This ask for a new mindset. Shaping your own market is changing the game: moving the needle and change the value of the firm in a significant way.

Classic economic thinking, isn’t sufficient anymore. To be successful in the coming era, a new dimension and mindset is additional necessary: ‘Strategic Innovation’. New methodologies as Design Thinking become crucial to make the difference.

In European countries we tend to react to big changes with protective measures. This can hold for quite a while. But finally change will occur and adaptation will be necessary. Due to these protective measures, we are not busy rethinking ourselves or our professions, being in denial, and history learns, that not rethinking in time, mostly ends in being too late.

“The Future of professions” is studied and examined profoundly by many, much wiser people. To big changes, most people react defensively – ‘How can we stop this happening?’ – instead we need a mindset of ‘How can we find exciting new options and opportunities?, ‘How can we improve our profession?’‘I want to be one of the pioneers’.



…a period of discontinuity is, for those with courage and vision, a period of opportunity. Over the next couple of years, there will be winners, and there will be losers. And thought it may not be easy to see now, I believe we will see leaders emerge who win not by surviving the storm, but by changing the game.” – Samuel J. Palmisano, former Chairman and CEO IBM Co.

“The most successful organizations in the years to come, will balance  ANALYTICAL MASTERY and INTUITIVE ORIGINALITY in a dynamic interplayDESIGN THINKING.”

“Design thinking is a way of thinking that enables forward movement of knowledge, and the organizations that master it will gain a nearly inexhaustible, long-term business advantage.” Roger Martin, Dean of Rotman School of Management.

Becoming and Staying Future Ready

asks for


– Step 1 –

Strategic Innovation



HOW: business design thinking, disruptive business coaching, business modelling & design, service design, experience design, concept design,…

PROFOUND INNOVATIONS OF: business models, projects, processes, collaboration & organizational structures, communication & marketing, customer’s experiences, services,…

– Step 2 –

Organizational Transformation



Note: After going through – step 1 – Strategic Innovation, you have a future ready plan on the table to implement. But this is not enough. In this era, leaders have to transform their organisation’s form or nature gradually to one that is able to embrace and thrive in a flexible, collaborative, self-organising, fast changing environment – this is authentic integral agile transformation. More about – step 2 – Organizational Transformation on our next page.

NON PROFIT ORGANIZATIONS have to rethink themselves from subsidised organizations to ‘enterpreneurial’ driven organizations to be sustainable future-proof. The mission remains, but operation funding does not longer mainly come from the goverment.” – Stanford University



  • Business Model Rethinking & Innovation.
  • Disruptive Business Modelling.

QUESTIONS LIKE:  “Is our current businessmodel future ready?” – “What are our businessmodel blind spots for the future?” – “We are making good profit, doesn’t this create blind spots for future readiness?”.

FOR WHOM ? companies, (local) governments, interest groups, boards, non-profit organizations, retailers, free professions…

WHY ? Most business failures in history in times of  ‘dramatic economic change’  like today, were due to, or too late rethinking, not rethinking at all or doing it not the right way. Mastering business modelling and strategic rethinking is a specialization. Of course you did hear about ‘disruptive’ business models. But did you hear about longtail, multi-side, open, unbundling,…? Just brainstorming isn’t the right way. You need experts in facilitation and guidance with disruptive and design thinking methodologies, to really shape your own market and to become future ready.

HOW ?  We guide you through our TVI Design Thinking Process for Business Modelling. Each organization is different, so we always customize our process to the pre-assessed specific needs.


A service is something that I use but do not own.  Service Design is therefore the shaping of service experiences so that they really work for people. Removing the lumps and bumps that make them frustrating, and then adding some magic to make them compelling. – Mat Hunter, CDO at the Design Council.

QUESTIONS LIKE:  “How can I discover new business opportunities?” – “Do I have blind spots in my services or do my customers need all the services we provide?” (actual trajects for communities)  – “Do I really know my costumers and their current needs?” – “Are there other segments where there are opportunities?” – “I want to explore disruptive new opportunities”.

WHY? Service is going to be the thing that businesses focus on to make them compete better. And even more: when going through a service design process, you even discover lots of new business opportunities and even disruptive ones.

WHAT? Service design is a multidisciplinary approach to developing services that deliver more value for both customers and service providers. It is based on the principles of design thinking, which are strategic, holistic and collaborative.

HOW ?  We guide you through our TVI Service Design Process, after pre-assesment of the need.

FOR WHOM ? companies, (local) governments, interest groups, boards, non-profit organizations, retailers, free professions…


“Every industry or business can survive, when developing a great futuristic vision. You always have something to give the world, maybe something totally different, but you have to shape it yourself”.

QUESTIONS LIKE: “What can the future of libraries be? (Georgia, USA)” – “What can the future of books be? (IDEO, CA, USA)” – “How can the future of retail highstreets looks like?” (How can we realise O2O – online to offline sales…).

WHY?  Every industry has to anticipate the future. Some sectors are already vanishing, others not yet. It’s important to have a vision about how your future can be. Starting with a great vision, keeping this in mind on the way realizing it, with a continuous re-thinking mindset, will make you able to stay ahead and shape your own future.

HOW ? We help you to develop a vision going through our TVI Design Thinking Process for Vision Building. 

FOR WHOM ? companies, (local) governments, interest groups, boards, non-profit organizations, retailers, free professions…


“Most musea in the USA, are experience designed, through all different eyes possible. This in combination with all the digital possibilities, makes exhibitions attractive at the same time for very young children, teenagers, adults,…all”. Experience and concept design is a treasure to make a real difference” – Sonja Put

QUESTIONS LIKE: “Why don’t we attract children or young people to our  exhibitions?” (actual question by an Italian well-known jewelry brand) – “We have a non-traditional product or service…, it fulfills authentic client’s needs, but why are the clients not coming?” (actual question by a non-traditional retail business) – “How can we make the difference to attract people without being the price breaker?” – “We would like to attract and hold clients, who are now start using online shopping. How do we make that transition?” – “We want an exceptional event” (several concept papers written for events) – “We want a new playground at school – a different concept – ecological, green, low cost,…” (actual co-creation project with kids)

WHY?  We love generating concepts: new products, customer experiences, (co-creation) concept design, … We get excited when we can help you to be different,to transcend the competition and start playing your own game. The future of marketing will be all about experience and service design to attract and keep customers. But not only businesses ask our help, also nonprofit organizations, schools or fundraising organizations do.

HOW ?  We guide you through our TVI Design Thinking Process for Experience or Concept Design. Each organization is different, so we always customize our process to the pré-assessed specific needs.

FOR WHOM ? companies, (local) governments, interest groups, boards, non-profit organizations, retailers, free professions…