Titanic Syndrome
Client: Chief Reinvention Officer
Year: 2018
Product: Digital book
Digital book creation
Our Task
To analyse data, create the structure and design for a modern digital book which is regularly updated
We became co-authors of the digital book in a modern format. We conducted market research, gained a full understanding of the nature of the product and created an original design with the use of illustrations from the author
What was done
Work with the topic
Our book helps companies to avoid Titanic Syndrome. This ship's crew knew about the icebergs but thought that it was too large to take the threat seriously and react to it. Similarly, large business players do not react to changes in the modern dynamic world and this leads to their downfall.
of format

The book talks about the need to constantly reinvent your business in line with global changes. In the spirit of this philosophy, we re-invented the format of the publication. It is sold in digital form and is constantly evolving - fresh research, stories and exercises are added to the book every quarter
Creation of structure
First of all, we talked about why the Titanic Syndrome occurs, described its symptoms and consequences in details. Secondly, we suggested ways to prevent and treat the syndrome. This was all illustrated with examples as well as interactive practical exercises were included
Illustrations from the author
The key metaphor of the book is the Titanic. We created visual images which draw a parallel between he famous liner and large companies. We also created 60+ illustrations, which helped us bring business topic to life
Cover design
The cover also illustrates the metaphor. We used specific references — we depicted sinking skyscrapers of business Titans such as Nokia, Kodak and other modern companies that failed to react to the icebergs last year
Visualization of research results
While working on the book, we, together with the client, interviewed numerous managers and business owners in order to gain the understanding of the problems they consider the most acute. The findings of the study were combined into a chapter about the view of the business community in respect of the practice of reinventing business
respondents surveyed
Practical goals
We give readers the opportunity to put all mechanisms that we describe in the book into practice. So, we added specially designed tests and exercises at the end of each part
practical exercises
Interactive cards
Interactive cards help to put the theory of reinvention into practice. Each card illustrates specific business model and gives an example of its successful application. The reader can print and cut out the cards and use them for brainstorming and choosing the options that are most suitable for their business
In the book, we not only talked about why reinventing business is important, but also showed the way it works. In order to do this, we included real stories from large companies that have undergone such transformation. Each case describes the road to changes "from and to" and includes interviews with participants. Along with the success stories, we drew craft illustrations in a realistic style suitable for documentaries
of interviews
We became a co-author of the project in a new business format. The book is sold online in the US and is constantly being updated. We are continuing to work with the client and currently we are creating Reinvention online course
More our work
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