Our Morgenbooster "Dynamic Roadmap: Combining Strategy and Design Thinking" answering the question: What can strategists and design thinkers learn from each other?

1. Dynamic
Roadmap:
Combining
Strategy
and Design
Thinking

2. Welcome
to 1508

3. Design Thinking
Just the basics
1508™

4. Think Create Build
Proof by Design

5. Create Build
Think
Proof by Design
Fall in love with the problem,
not the solution

6. Think Build
Create
Base your concept on facts,
not opinions
Proof by Design

7. Think Create
Agile development also means
constant learning
Build
Proof by Design

8. Strategy and Execution
A couple of observations
1508™

9. Companies have
lots of different
strategies

10. Most of them
share the same
structure
Why are we here?
Where are we going?
What are we going to do?

11. Formulating
strategies usually
covers the same
ground
Strenghts Weaknesses
Opportunities Threats

12. Those who make
strategy are not
the ones who
execute it

13. Circular Economy ✕ Virtual Reality ✕
Sustainability ✕ Blockchain ✕
Digitalisation ✕
Distributed Cloud ✕
Sharing Economy ✕
Augmented Reality ✕
Artificial Intelligence ✕ Automation ✕
Business Intelligence ✕
Innovation ✕
Execution is a
movement from
paper to practice

14. Circular Economy ✕ Virtual Reality ✕
Sustainability ✕ Blockchain ✕
Digitalisation ✕
Distributed Cloud ✕
Sharing Economy ✕
Augmented Reality ✕
Artificial Intelligence ✕ Automation ✕
Business Intelligence ✕
Innovation ✕
Why? ✕
Why? ✕ Why? ✕
Why? ✕
Why? ✕
Why? ✕
Why? ✕
Why? ✕ Why? ✕
Why? ✕
Why? ✕
First step is
taking a step
back
Why? ✕

15. When executing
strategy, reality
rules

16. When executing
strategy, uncertainty
is the only certainty

17. Act on what is
needed, not just
what is planned

18. What if strategy
articulated uncertainty
by providing questions
to be answered through
continuous learning?

19. An introduction to
Dynamic Roadmap
1508™

20. We want to bridge the gap
between strategy and execution
by making the latter
User centric
Hypothesis-driven
Traceable
Why Dynamic Roadmap?

21. The Grand Overview
Dynamic Roadmap
Mission
Strategic Goal Strategic Goal Strategic Goal
Strategy
Vision
Focus Area Focus Area Focus Area
The Strategy Part
Unfolding the reason to exist
and strategic ambitions of an
organisation

22. The Grand Overview
Dynamic Roadmap
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
The Execution Part
Mapping the user problems and
aspirations to frame an
opportunity space, where
solutions are placed
Mission
Strategic Goal Strategic Goal Strategic Goal
Strategy
Vision
Focus Area Focus Area Focus Area
The Strategy Part
Unfolding the reason to exist
and strategic ambitions of an
organisation

23. Top to bottom
Dynamic Roadmap
1508™

24. Mission
Mission
Dynamic Roadmap

25. Vision
Dynamic Roadmap
Mission
Vision

26. Strategy
Dynamic Roadmap
Mission
Strategy
Vision

27. Strategic Goals
Dynamic Roadmap
Mission
Strategic Goal Strategic Goal Strategic Goal
Strategy
Vision

28. Focus Area
Dynamic Roadmap
Focus Area
Focus Area Focus Area
Strategic Goal

29. User Problems
Dynamic Roadmap
Focus Area
User Problem
”It’s a jungle to
navigate in…”
User Problem
”It’s really har do
find…”
User Problem
”We haven’t
succeeded with…”
Strategic Goal

30. User Aspirations
Dynamic Roadmap
Focus Area
User Problem
”It’s a jungle to
navigate in…”
User Problem
”It’s really har do
find…”
User Problem
”We haven’t
succeeded with…”
Strategic Goal
User Aspiration
”It’s very easy
for us to…”
User Aspiration
”We have no
problems with…”
User Aspiration
”We have a lot of
success with…”

31. Solutions
Dynamic Roadmap
Focus Area
User Problem
”It’s a jungle to
navigate in…”
User Problem
”It’s really har do
find…”
User Problem
”We haven’t
succeeded with…”
Strategic Goal
User Aspiration
”It’s very easy
for us to…”
User Aspiration
”We have no
problems with…”
User Aspiration
”We have a lot of
success with…”
Solution Solution Solution

32. Two reading directions
Dynamic Roadmap
1508™

33. Two Reading Directions
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal Strategic Goal Strategic Goal
Focus Area Focus Area
Focus Area
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution

34. Two Reading Directions
Dynamic Roadmap
How?
Mission
Strategy
Vision
Strategic Goal Strategic Goal Strategic Goal
Focus Area Focus Area
Focus Area
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution

35. Two Reading Directions
Dynamic Roadmap
Why?
How?
Mission
Strategy
Vision
Strategic Goal Strategic Goal Strategic Goal
Focus Area Focus Area
Focus Area
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution

36. It’s okay not to know
everything
1508™

37. The known and the unknown
🧐
Known Unknowns
Things we are aware of that we
do not understand
👌
Known Knowns
Things we are aware of
and understand
👽
Unknown Unknowns
Things we are not aware of and
do not understand
😅
Unknown Knowns
Things we are not aware of,
but understand
Degree of
understanding
Degree of
awareness

38. A Moving Picture
Dynamic Roadmap
1508™

39. A Moving Picture
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal Strategic Goal Strategic Goal
Focus Area Focus Area Focus Area
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution

40. Build on insights
Dynamic Roadmap
User Aspiration
Solution
User Problem
-
Mission
Strategy
Vision
Strategic Goal
Focus Area
Strategic Goal
Focus Area
User Problem
User Aspiration
Solution
Strategic Goal
Focus Area
User Problem
User Aspiration
Solution

41. Build on insights
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Solution
Strategic Goal
Focus Area
User Problem
User Aspiration
Solution

42. Conceptualise
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Strategic Goal
Focus Area
User Problem
User Aspiration
Solution
Solution +

43. Experiment
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Strategic Goal
Solution -
Focus Area
User Problem
User Aspiration
Solution
Solution +

44. Prioritise
Dynamic Roadmap
Mission
Strategy
Vision
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Strategic Goal
Fokusområde
User Problem
User Aspiration
Solution
Focus Area
-
Solution -
Solution +

45. Prioritise
Dynamic Roadmap
Mission
Strategy
Vision
Focus Area
+
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Strategic Goal
Fokusområde
User Problem
User Aspiration
Solution
Focus Area
-
Solution -
Solution +

46. Inform
Dynamic Roadmap
Mission
Strategi
Vision
Strategic Goal
+
Focus Are
+
Strategic Goal
Focus Area
User Aspiration
Solution
User Problem
-
User Problem
+
Strategic Goal
Focus Area
User Problem
User Aspiration
Strategic Goal
Fokusområde
User Problem
User Aspiration
Solution
Focus Area
-
Solution -
Solution +

47. How we use it?
Dynamic Roadmap
1508™

48. Dynamic Roadmap can be applied
on different levels of abstraction
Company
Business unit
Department
Team
Project
How to use it?

49. Execution overview
Dynamic Roadmap
www.dynamicroadmap.com
Sign up for beta or
Join waitlist

50. Traceability
User Problem
Method: Experience Story

51. Hypothesizing
Solution
Method: The Hypothesis Card

52. Examples
Dynamic Roadmap
1508™

53. Example 1
Finansforbundet

54. Example 2
Pharma Company

55. Example 3
Various
Workshop agenda
• Unfold the strategy part
• Decide on scope
• Map out known knowns and known unknowns
• Place potential solutions
• Discuss
• Where do we need more insights?
• Where can we begin creating solutions?
• Which solutions can we begin conceptualising?
• Which solutions can we begin testing?
• Which solutions have we already tested?
• Next step
• Where do we want to move the needle?
• Who will be responsible?
• What will be done?
Mission
Strategy
Vision
Strategic Goal Strategic Goal Strategic Goal
Focus Area Focus Area Focus Area
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution
User Problem
User Aspiration
Solution

56. Questions?
1508™

57. Join us
1508™
“I want to learn more
about how to execute
strategy with Dynamic
Roadmap"
“I have learned
how to apply Dynamic
Roadmap to execute our
strategy through design
thinking”
Class & Network
Design Doing is
Strategy on Demand
“I’m new to design
thinking and don’t
really know how to get
going"
“I can bring a design
thinkers mindset to the
projects I’m working on,
anytime”
Course
2 days of
Design Thinking
“I feel like we're
designing reactive
solutions based on
experiences of the past
and present"
“My design solutions can
become more proactive
when informed by
assumptions about
possible futures”
Morgenbooster
Designing for
Possible Futures