How can we challenge Roy's assumptions about his work to show him new possibilities?
How to find new opportunities for Roy to grow?
Roy is a perennial plant expert and a landscape designer. He created a new approach for low maintenance and sustainable plant communities. He is the guy behind the Lurie Garden in Millennium Park, Chicago –one of my favorite spots in the city.
Roy was looking for opportunities to grow beyond the gardeners and landscape communities where had had already a name, but he wasn't sure how.
As a consultant, I worked with him to challenge his assumptions, helped him see things differently and gave him a set of actionable steps to make change happen.
Through expert interviews (with architects, interior designers, landscape designer and plant shop owners), empathy research (with garden family owners) and by attending gardening events and running secondary research, I drew a map of possibilities to get Roy excited. I helped him visualize what was possible and to get him inspired. We worked on a personal brand strategy, and I showed him the steps to get into action and shift from landscape designer to change-maker.
As a result of our sessions, he shared his process "Know Maintenance Approach" in a pack of cards to help individuals design a perennial garden that they actually can take care of. He redesigned his website and went beyond the community he already knew to design for the architectural community where he now specializes.
Roles & competencies
Consultant // Design thinking // Expert interviews // Empathy research // Secondary research // Synthesis // Strategy // Map of possibilities // Business model canvas //