The document outlines a framework for integrating purpose, customer and employee experience, and behavioral change through a series of modules focused on discovery, design, and implementation. It emphasizes understanding the business case for purpose, designing transformative experiences, and applying behavioral economics to drive long-term organizational success. The goal is to create a purpose-driven company that aligns strategic resources while balancing short-term pressures.

1. A New Way of Working
Bringing Together Purpose, Customer + Employee Experience &
Behavioural Change

2. M O D U LE I
P u r p o s e D i s c o v e r y +
T r i g g e r i n g
M O D U LE I I
E x p e r i e n c e D e s i g n +
A c t i v a t i o n
M O D U LE I I I
T o o l s , T e c h n o l o g i e s +
C a t a l y s t s
M O D U LE I V
P l a y i n g t h e I n f i n i t e
G a m e
M O D U LE V
S e r v i c e + B u s i n e s s
D e s i g n
M O D U LE V I
B e h a v i o u r a l
C h a n g e
Module Objectives, Outcomes & Activations
19-Feb-4 Bringing it all together.
2

3. Module Objectives, Outcomes & Activations
3
Bringing it all together.19-Feb-4
purpose discovery +
triggering
tools, technologies +
catalysts
experience design +
activation
• Alignment, consensus on what it is & isn’t, different from mission, vision, strategy
• Understand the business case for purpose (quantifiably & qualitatively)
• Explore case studies for inspiration & activation tactics
• Discover & articulate a specific purpose (exercise | workshop)
• Uncover activities to embed purpose, challenges & needed commitments
• Layout activation strategy to become a purpose led team and company
• Define what it is, isn’t and how we think about it wrong
• Demonstrate link between purpose and experience (+ brand)
• Uncover the types of experience: industry & delivery
• Define the transformation journey to transform- becoming customer centric
• How and when to use design thinking | business design in experience design
• Demonstrate canvases + maps: business canvas, value prop canvass, journey maps
• Demonstrate personas, empathy maps
• Layout case for investment in artificial intelligence, bots and machine learning
• Layout case for open banking, telco, etc.
• Link to project & programming management, governance and PMO
1
2
3

4. Module Objectives, Outcomes & Activations
4
Bringing it all together.19-Feb-4
playing the infinite game
behavioural change
service + business design
• Shift resources + attention to playing to win over the long term
• Understand the rules + players in infinite and finite business strategies
• Facilitate the long term success of the company, while managing short term pressures
• Establish strategic frame + principals based on the five requirements for infinite play
• Understand difference between service design and traditional product development
• Demonstrate the similarities between service design and other strategic approaches
• Provide tools + frames to think design
• Link agile and design sprints into the execution of service design
• Baseline participants on behavioural economics, neural (brain) science
• Explore three criteria for behavioural change and audit existing work against them
• Consider business case for behavioural economics
• Link to customer experience and employee behaviour
4
5
6