Strategy

A clear purpose is the cornerstone of any modern business, but few are expressed clearly. In this article we explore how to shape and write a clear purpose statement.

Keeping a focus on customers throughout the design process has long been the domain of the persona, but we rarely use them in favour of two more powerful and applicable tools; behavioural archetypes and behavioural modes.

Our work here at WF has been based on the principles of service-led strategy for many years. We’ve written and spoken about it before but given how central it has become to our work, it’s long overdue a simple explanation and an overview of why it’s the only way to build modern businesses fit for the digital economy.

The last decade is littered with companies brought low by an unexpected disruption, but avoiding the same fate doesn’t require a crystal ball. A new perspective on what a healthy company looks like is the key to preventing calamity.

A decade on from our original work with iconic news brands The Times and The Sunday Times, we consider an overlooked but critical quality needed for step-change transformation — and why achieving overnight success may take longer than you expect.

Genuinely innovative services inspire new behaviours in customers. The best way to conceive the kind of breakthrough ideas that make this possible is to free yourself from the past. In this article we discuss why current state analysis can stop you achieving a bold step forward.