This could happen in multinational companies, in small businesses, in government and nonprofit organizations, and at all levels (Team, Product, Business, …).

TRAP 1- Strategy is treated as a thought exercise

With no grounding to the real world and no impact on the organization.

A team sit together for 1 or 2 weeks to create a vision, mission and a set of values for an organization, then they went back to work and nothing changed, no actions taken and people kept doing what they’d always done.

TRAP 2- Strategy is created only by high-level managment

Meaning totally top-down.

The executive management create the strategy, and it is up to the rest of the organization to simply execute on…


Several meetings over a 2–3 month window should be sufficient.

If you are missing a piece of information, give people responsibility to locate them and bring them to the next meeting. It is important to keep up the momentum and move toward conclusion and decisions.

Too many companies fall into the trap of “Discussing and discussing and discussing.” In itself that could be virtue, but strategy is about choices. Reaching closure is important.

It’s important to remember that, in the end, it’s a plan of actions.

It’s a document with a set of choices that shows you and your team’s…


The revenue model and pricing options need to be designed focusing on the customer experience.

You need to make money to keep sharing your offer, your product or service with the world.

Once you validated your business value proposition, and you are sure that it solves a unique problem by offerings a service or a product, you need to think about how could you make money with what you offer.

Think about how could people pay you to buy your product or service. Make it easy for them thinking about their experience through the payment process for example. …


You need also to capture some of the value you create.

Value creation is defined as the perceived benefit to the customer.

For a B2C business, it could be an offering that enhances the quality of the customer’s life.

For B2B business, it could be an increase in profitability.

Offering a useful product or service alone is not sufficient.

The pricing and cost structures will have to accommodate sufficient value capturing.

Your company could create a lot of value without becoming valuable itself.

This means that even very big businesses can be bad businesses.

Example the U.S airline companies …


Many people believe starting a business is a mysterious process. They know they want to start a business, but they don’t know the first steps to take.

If you have an idea for a business and you are not sure how to get started, there is a great news: The first prototype you create for this business can be in the form of a story.

Like a film trailer, you can go through a scenario that tell which problem you are solving and how could a solution looks like, go out and tell it to trusted allies, get feedbacks and…


A lot of us lived a situation where we got an idea and delayed its implementation for the reason of having the fear to share it and get stolen by others.

We feel really vulnerable when it comes to sharing our ideas. That’s feeling is totally normal and experienced by the most seasoned entrepreneurs and designers.

You can start with a friendly audience that you trust, if you are actually afraid to share your ideas, start with people who love you who will be kind of gentle giving you feedback.

You can pretend it is a friend’s idea and just…


Because the world is very complex, it is hard to tell definitely which results are due to the strategy, which to macro factors and which to luck.

Even companies with signs of winning shouldn’t rest, because no strategy last forever.

All companies need to evolve their strategies — to improve, sharpen and change to stay competitive, ultimately to win year after year. Ideally, companies should see strategy as a process rather than a result or entity- adapting existing choices before business and financial results (which are always lagging indicators) start to turn down. Keep it agile and open to changes.


The answer is simple, you get paid for the value not for the time. Let me explain …

Did you ask yourself “why would one person be paid 2000 € and another 4000 € a month when they are both work for the same company, handle the same product, work the same number of years and come for the same background?

Why would one person make twice as well economically?

You could answer it is a matter of time and you say I need extra time to make extra money. Then I realized that I need to forget about having…


By just externalizing our thinking around any topic. By Thinking “Tangible beats abstract”.

Shared understanding is when we both understand what the other person is imaging and why.

I am sure if you were involved in product development or a workshop for a while, you don’t have to reach back far in your memory to recall a situation where two people believed they were in agreement on a feature they wanted to add to the product / idea, but later found out that the way one imagined it was widely different from other.

Discussion goes better if we can externalize…


Through my leaning journey about Business I collected some thoughts about the value proposition that I would like to share with you.

Value proposition is a part of your business Model. I named the heart of the business Model.

It is what the customer expect to receive by using your product, means what you are promising your customer.

In other words it means the value a company promises to deliver to customers by choosing to buy their product.

It could be summarized as telling the customer the number one reason why a product or service is best suited to this…

Thabet Mabrouk

Passionate about applying agile and design mindsets to solve business challenges and innovate

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