Titanic Syndrome

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.

Reinvention
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

100+

60+

pages

illustrations

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

2,083

respondents surveyed

15

charts

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

10+

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

Сases

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

6+

hours
of interviews

Result

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

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