“If you want to understand something, try to change it” Kurt Lewin

Ferran Adrià, one of the most influential and innovative chefs in the world, became famous for deconstructing food; this is taking out of context every single element of any dish in order to apply different techniques. The result: new textures and experiences from ingredients that most of the people thought were already used in every possible way.

elBulli, l’ultim vals

But how could we apply deconstruction to improve a business?

We did a little exercise to identify the main attributes of a brand, using a methodology that let us compare the value of the brand and the value for the end user. Each one of this attributes could be considered as an ingredient for a recipe, in this way is easier to know what is wrong, exactly where is the problem.

Here is where the creativity and collaboration help us to create a new dish using the available ingredients. We have to make sure that we know the basics before we even begin, so we need to compare what we have with what it’s out there.

The next step: Where are we and where do we want to be.

With the last insights we can begin a benchmark research. Comparing the attributes from our client with the ones of top referents in the market we can create a strategy that could guide us to very specific goals, by integrating ideas that can impact on the evolution of the values and attributes.

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