The Role of Exploration in Strategy

Design consultancies tend to have a bigger ideation loop, where instead of just working within a set of best practices or readily available options. They will make or invite certain leaps in the imagination to say what if we did this, what needs to be true for that to work. And then once we get some feedback on those and say, all right, that's these sound good will make some some prototype. That prototype allows us to get richer feedback than the interviews or surveys are going to be done in the past.