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Thinking Backwards by Martin Scheepbouwer, Rob Van Haastrecht

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CHAPTER 1

Setting Objectives: Turning Problems into Ambitions

Sophie was nervous. It was her first presentation in front of the French management team of Mindpal Inc, an international social networking site. She had prepared a plan proposing to partner a local job board that would export job advertisements to Mindpal. She thought it would be great to have job ads on the site as they would provide a richer experience for the users. Moreover, Mindpal would get €1.50 per posting, a welcome contribution to offset a decline in other advertising revenue streams.

Sophie had observed that Mindpal was attracting fewer job postings compared to its main competitors. To understand this better, Sophie had investigated the dynamics of the labour market, the ...

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