We offer a strategy approach for blurring industrial fields, where systems thinking, collaboration and attention to what values are co-created is more effective than traditional competitive strategies.

Systems thinking

In today’s complex and systemic business realities, traditional industry borders are blurring. Historical product and service categories risk limiting thinking and leading to competitive strategies, with commoditization and diminishing returns.

Instead these new realities call for systems thinking – not products or services in themselves – are decisive for success in our interconnected world. To do that, it is key to build an understanding of what values are and can be created in systems. And you will need a collaborative strategy that can help you attract others to more effectively create value with you.

Collaborative approach

We believe truly effective strategies for turbulent times can only be co-created with clients, not prescribed solely by consultants.

We are not like traditional consulting firms who use senior experts to sell, and then hand over the work to junior teams who use standardized approaches and old strategy models. That might be effective for traditional industry analyses, business cases or implementing business models, but it is ill suited for leading change in today’s business realities where new fields transcend industry borders.

At the strategy consulting boutique NormannPartners, what you see is what you get – teams with senior global experts. Working closely with you, we tailor and use the most effective approach based on leading academic research, global practices, and pioneering strategic systems thinking for a networked world.

Design process

Our strategy consulting is based on a design approach, with bespoke variations depending on the offering area and engagement type: Basically it follows the logic of a creative reframing of your current business, then exploring what business you could be in, and lastly determining what business you should be in. We structure our design process into five basic modular steps, that also allow for iterations and even cyclical repetitions:


Our engagements always start with clarifying and creating alignment around the purpose, identifying links to other initiatives, adjusting the process, establishing an effective team and governance, and learning from previous initiatives.


Here we lay a foundation by mapping the current situation and its roots. This creative assessment and reinterpretation of the system and your role can involve mapping of offering systems, distinct competences, actors, how systems have emerged and identifying forces that have shaped them.


In the next step we bring foresight into the process. It can involve upframing the system and how value is created, identifying invaders, exploring how global trends and unknowns might change the system, creating future scenarios, and reframing the system and conditions for success.


With the foresight as basis, we look more closely at system impacts: values and risks, opportunities and threats. We define options to effectively meet these by changes to how you and others create value in your system. We can here clarify strategic choices and conclude on strategic intent and strategy or technology elements.


Our role is to help you develop capabilities and create better values. In our last design step, we define pathways, identify signposts and how to track these – be it for scenarios, a strategic change or a roadmap. We guide you in setting actions, securing resources, engaging stakeholders and successfully meeting the challenges of driving change.