Audiences, Values, Mission Workshop



Session 1 - Clarity about the Venture

Session 2 - Alignment

Session 1 - Clarity about the Venture


The very beginning of the workshop is the most important part to set the correct tone and vibe. Here's an ideal to-do list to kick off the Design Sprint workshop with:

  1. Welcome everyone and thank them for turning up.

  2. Share the Miro link, introduce how it works, and let everyone find their personal workspace.

  3. Normally, it's okay to skip personal introductions. Quickly introduce the Deep Work team, emphasising their strengths.

  4. Talk about what's going to happen over the course of the 2-day Branding Sprint. Go into a bit more detail on what's going to happen on the current day.

  5. Explain the concept of breaks. Emphasise that breaks should be used to rest. (mention time boxing)

  6. Explain how the collaborative process works and the importance of everyone's involvement. (repeat this point at the beginning of each session)

  7. Help to eliminate the fear of saying something irrelevant or stupid. Any input can spark ideas.

  8. Empower others on the team to feel their input is valuable.

  9. Mention that it might be intense at times, but that's ok. Just trust the process.

  10. Nominate a decider. The decider is the one who pushes the envelope forward wherever the team is stuck somewhere and couldn't come to a decision.


Duration: 30 mins

How Might We (HMW) is an exercise wherein everyone comes up with questions to tackle a challenge or to solve a particular problem. Ask the decider to talk about the biggest challenges and let everyone jot down the How-Might-We's (HMWs). Let everyone contribute who has expert knowledge. This discussion should not take longer than 20 minutes.

Here are some questions to ask during the exercise:

  • "Where is the project right now?"

  • "Who is the target audience?"

  • "What can be done with the tech?"

  • "Who is currently using it?"

  • "What’s the most important thing for your target audience?"

  • "What are the most difficult challenges?"

Make sure everyone is actually writing.

Progress and guide everyone through the HMW related exercises:

  1. Quickly arrange the HMWs into categories. Overlap doubles. This should take 10 minutes.

  2. Vote on the most relevant HMWs. Each participant gets 4 votes whereas the decider gets 5. This should take 7 minutes.

  3. Arrange voted notes into a "tree" structure in order to prioritise the ones with a higher number of votes. Read out the final results. This should take 1 minute.

Long-Term Goal

Duration: 15 mins

The point of the long-term goal is to get your team thinking about the lifetime of your brand. Have the client imagine they have been so successful that a major new service is writing an obituary to commemorate your contribution to society.

  • What would you like it to say?

  • Work backwards from there detailing your company's lifetime achievements.

Open up the floor for discussion. Try to touch on what the person who wrote the most voted on post-it. Keep conversation targeted and concise. Try to keep the discussion to 5 minutes.


Duration: 20 mins

Have the participants write down a list of values that describe the organization with no limits on amount of post-its. Have them think about what their organization is becoming and where they would like to see it go.

Spend 5 minutes voting on the values believed to best describe the company / organization. Everyone gets 3 votes. The decider does not vote yet.

Open up the floor for discussion by walking through the most upvoted post-its. Try to touch on what the person who wrote the most voted on post-it for a given time-period meant. Keep conversation targeted and concise. Try to keep the discussion to 5 minutes.

Afterward, the decider will have 5 minutes to cast his vote for the 3 values they see as most important and then to make the final call on the ranking of those 3 values.

Session 2 - Alignment


Introduce what happened in the previous session and what will happen this session. Explain how the collaborative process works and the importance of everyone's involvement.


Duration: 25 mins

Introduce the idea of an audience that is beyond just the customer. Ask "Whose opinion do we care about?" This often includes other categories of audiences such as investors, influencers etc. Once explained, have each person write down a list of who they think the organization's audiences are.

Spend 3 minutes voting on the 2 audiences they think are the most important, with 2 votes per person, including the Decider. Open up the discussion for about five minutes and then give the Decider a few minutes to rank the audiences.


Duration: 30 mins

Have the client fill in the following with o limits to the number of post-its:

WHAT — Onliness

  1. Our brand is the only _____ that ________.

  2. In the eyes of your customer does your answer clearly set you apart from your competitors? If not, you need to rethink your answer.

HOW — Secret sauce

  1. What is your company's secret sauce?

WHY — Rich Uncle

  1. Why does your brand exist?

  2. Come up with keywords that capture the Why of your brand.

Spend 5 minutes voting. Vote on the best post-it for each circle. Everyone gets 1 vote per circle. Everyone except the decider votes. Afterward, the decider will have 5 minutes to cast the final vote in green.


Duration: 20 mins

1. Map stakeholders

Use the stakeholders from the previous canvas and place them on each of the three axis-segments.

2. Add teams or projects for reference

To the left of each axis, collect projects that address similar stakeholders.

3. Define attributes

Come up with attributes on each axis that are specific to the stakeholder's interests.

4. Vote & Discuss

Each participant votes on where they see the team positioned along each axis. Review the clusters of votes together

5. Position reference projects / teams

Place the reference projects, teams or organizations along the axis to compare to your team.

Mission Statement

Duration: 20 mins

Pull in the top voted What from What, How, Why, the top voted audiences from Audiences, and the top voted Why from What, How, Why. Combine the pulled-in post-its into a mission statement.

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