Preserving what exists has priority:

To many, digitizing existing processes and products seems to be more important than striving to create something new.

Process digitization

Awareness and resources
(Strategic) leverage

Product digitization

Awareness and resources
(Strategic) leverage

Strategic leverage remains largely untapped:

The largest source of (strategic) leverage—using digitization to create disruptive business logics—receives little attention from management.

Business model digitization (evolutionary)

Awareness and resources
(Strategic) leverage

Digital/disruptive business logics

Awareness and resources
(Strategic) leverage

…is a non-existent (for now), constructed competitor that has made optimum decisions for the future and whose business is run according to a different set of rules.

This competitor makes use of all the ways in which digitization provides leverage. In doing so, it negatively impacts your company’s growth and ultimately presents an existential threat to it.


Operate as a disruptor and demolish your current business model.

Using a special ideation format with select coworkers and external sources of inspiration (customers, value creation partners, digital disruptors, entrepreneurs, etc.), we work together with you to establish your worst imaginable competitor’s business logic.

Doing this allows us to make acute (and latent) threats more tangible and bridge the gap between opportunities and risks in order to develop future business logics.