Airlines: A Cautionary Tale of Bad Customer Strategy
It’s rare to find a story about an airline that stands out because of something positive they’ve done.
When change beckons, lead your market into the future.
We help market leaders evolve and grow their strategy:
Tap into the right needs, the right way
Is your offering or experience out of step with people’s changing needs? We’ll:
- Discover what matters most to your customers, employees or partners
- Target the most valuable (and profitable!) motivations and behaviours
- Drive internal action with compelling evidence of the new reality
Create bigger areas of opportunity
Is growth slowing, the market saturated or your strategy tapped out? We’ll:
- Develop new sources of growth that leverage your best capabilities
- Envision and own an expanded future marketplace
- Win transformative results that inspire your leadership, board and investors
Move quickly with lasting commitment
Does the business need to change, but attempts to evolve lose traction? We’ll:
- Build buy-in by connecting to what staff and stakeholders care about most
- Launch a hero offering fast and get results that build enduring momentum
- Ensure long-term impact with roadmaps and toolkits that drive execution
Fresh Thinking
How Hot Is Your Challenge?
Challenges come in three temperatures: freezing 🥶, boiling 🥵 and just right 😊.
Moving Upmarket in Economic Downturns
Here’s the playbook for developing new customer segments who can and will keep spending.
The Results
89% net income growth for a nationwide legacy retailer.
Problem to product in under 50 days at a Global Top 25 financial institution.
Challenger bank strategy and design wins best retail banking experience.
New category unlocked for a leading CPG, growing overall revenue 23%.
Our Method
1. Reframe
Transform your perspective
Leading-edge research methods, like ethnography, strategic foresight and journey mapping, capture how the people you serve and your marketplace are changing.
The result: A foundation of new understanding that challenges assumptions. Reveals unrealized needs. And defines the ingredients for renewed competitive advantage.
2. Strategize
Seize new opportunities
Building on the reframe, we engage the experts within your organization in a strategic revitalization process that blends human-centered design with business-centered pragmatism.
The result: New platforms and concepts for growth that people will want (desirable). That the business will execute (feasible). And that will deliver meaningful impact (viable).
3. Align
Ensure lasting impact
Growth takes more than ideas. We drive the engagement, action and governance that evolve current initiatives and capabilities, and make the future vision reality.
The result: A hero offering that brings the strategy to life for customers, workforce and investors. And an execution roadmap that cuts through the clutter of business as usual.
Interesting Problems + Interesting People
The Faculty is a collective of growth-oriented leaders, practitioners and firms. They're united by their expertise in strategic evolution.
Jared Gordon
Managing Partner. Leading companies and brands in responding to change. Ex-VC, private equity, family office. LLB UWO.
Kareen Proudian
Managing Partner. Innovation strategy and governance. Ex-Deloitte, RBC, Rio Tinto Alcan. MBA HEC Paris.
Dylan Gordon
Managing Partner. Ethnography, organizational anthropology and human-centered transformation. Ex-Idea Couture, UToronto.
Change beckons.
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