Breakthrough Marketing Strategy …
in a Rapidly Changing Market
The biotechnology start-up had everything going for it: A brilliant, dedicated team of scientists and technologists, an excellent reputation and strong clinical trial results, plenty of cash in the bank and solid grasp of their competitors in the field.
- Inspire innovative thinking about how the market might change in the coming 5-7 years
- Prompt a readiness to explore alternative pathways to future success
- Help identify potential ‘black swan’ events that might emerge from outside the biotechnology domain
These included a customized game that used dice to randomize potential events and to quickly produce roughly sketched scenarios as provocations: What would the team do if developments went in an unexpected direction?
Although some of the changes to the strategy discussion conventions were simple, the results were anything but. New ways of thinking and planning were introduced into a traditional setting, generating new marketing strategy options.
Workshop setting; changed typical seating arrangements
Worked through implications of current developments using foresight techniques
Generated a ‘game’ involving dice, potential competitor or other breakthroughs and industry and external wildcards. Cards ‘played’ then created discussion
Simulation game asked participants to role play their future selves in the conditions dealt by the game
Simple change reorients conditions and lays stage for relating and thinking differently
Primes participants to think into future alternatives, to explore potentialities that had not been considered, loosen current narrative
Develops realistic framework for uncertainty of technological timing, introduces chance
Being asked to inhabit future self rather than think ‘about’ future situation begins to generate alternative visions of the future
I worked with Amy on a project looking at a very complicated marketplace in the next 8-10 years. Knowing my prior techniques would be suboptimal, I looked to find someone who not only had done work in very uncertain circumstances, but who brought a discipline to the approach. With that said, I could not have been more happy with the level of thought partnership and original ideas that Amy brought into the project. Although the client was hesitant to leave the tried and true (and generally wrong) methodology, we were able to bring the internal clients along and create something really extraordinary. The project itself was seen as an extreme success and it could not have been done without the partnership of Amy.
– Ryan Fisher,
Senior Partner | Blue Print Research Group
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