The next wave of strategy - with Steen Morvan

How to craft a human-centred narrative to drive product differentiation

As part of our ongoing series “The next wave of strategy”, ReD’s managing partner Anne Mette Worsøe Lottrup speaks to Steen Morvan, SVP of Marketing & Services at Coloplast, on how they shifted from a clinical – to a more emotional – narrative to drive product differentiation. Steen also shares his perspective on how the company has historically stayed close to its customers, why taking an anthropological lens helped deepen this customer understanding, and how that understanding was ultimately activated within the wider company.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two lenses, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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 “A big part of the culture in Coloplast is to really affiliate ourselves with the users. If you do that, I fundamentally believe the products and solutions you come out with are super relevant… And from a commercial perspective that of course has an impact.”

“Long-term commitment and the right products, but also there from a service perspective – that strong combination I think is where we differentiate ourselves.”

“That’s where I fundamentally believe that also your anthropological approach on things is something that we benefit a lot from – what I say to my team is, you help us see things we can’t see ourselves.”

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