How Would You Sell IKEA To Architects? - Live Strategy with Ana Škorić
Sweathead, A Strategy Podcast9 Okt 2021

How Would You Sell IKEA To Architects? - Live Strategy with Ana Škorić

Over on Instagram, we often do strategy together. I'll ask for suggestions of brands and audiences. Then we'll run through some simple exercises to arrive at a Four Points.

It's playful and it tries to shine a light on the messiness of our work. Sometimes, we get somewhere worth getting but, often, we don't. And that's okay.

A few days ago, Minal Jadeja gave us the challenge of selling IKEA to architects. We assumed that this was an issue for IKEA. We didn't have research to work with. But, over 24 hours, we landed on a strategy–we thought we could reframe IKEA and its instructions as a trigger for architects to think bigger.

You can see it here: https://www.instagram.com/p/CUvWZ42pfOc/

Ana Škorić disagreed with some of our thinking. Ana is an architect who works in marketing. She believes the issues that architects have with IKEA are different from the ones we focussed on. So I invited Ana to do a workshop with me.

Ana is based in Belgrade, Serbia. She is a Senior Consultant at The Right Street, an agency based in Brussels.

You can find Ana here: https://www.linkedin.com/in/anaskoric/

If you'd like to play strategy with us some time, find me here: http://www.instagram.com/markpollard

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Also, we've just launched the Sweathead Strategy Accelerator, a 7-week training program. Details are here: http://bit.ly/sweatheadaccelerator

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