Workshop

From Brief to Business Case: Live Design Thinking Sprint

Gretchen Goffe

Think bigger, reimagine and lead

Turn a “Build This” Brief Into a Seat at the Strategy Table

Every org is finding ways to use AI to do parts of your job; becoming more business minded and strategic separates you from others and AI. Be a visible leader who sees a bigger picture than your lane only, and can create more value - so they are given a sought out and given a seat at the strategy table, not included once strategy is set.

By the end of this 4.5-hour Live Design Thinking Sprint on the Pet Health Project, you’ll have gone through a complete innovation cycle — from a business briefing through two rounds of live customer interviews to a business case ready to pitch to an executive. I’ll help you uncover the real problem behind a project brief, design and test ideas with real customers, and build a persuasive, evidence-backed case for what’s worth pursuing.

What you’ll learn

Instead of building a solution, become the leader who makes the whole project 10 times more valuable. Your executives are looking for you!

  • - Conduct a 15-minute interview with a real customer

  • – Identify the specific customer needs and assumptions your project brief may be missing

  • – Reframe a “build this” brief into a real problem worth solving

  • – Generate a wide range of ideas, from mild improvements to wild new concepts, across the Ten Types of Innovation

  • – Build quick, low-fidelity prototypes that spark learning, not perfection

  • – Conduct live interviews with your prototype that surface real reactions, not assumptions

  • – Turn customer insight into evidence that strengthens your case

  • – Learn to tell a persuasive, fact-backed story to a business unit executive in 3 minutes

  • – Practice delivering a concise elevator speech that earns you a seat at the table

Workshop agenda

  • Interview customers to find insights and unmet needs

    Build a 5-question interview guide using our simple framework and talk with customers to learn what their real unmet needs are. This is the easiest customer interview ever!

  • Frame a Point of View Statement and Ideate

    Create a customer-focused Point of View statement that inspires people. Generate a wide range of ideas, from mild improvements to wild new concepts, across the Ten Types of Innovation

  • Build a low fidelity prototype

    Learn 5 different ways to prototype, then select one of your ideas and create a paper-based prototype to use in research

  • Show your prototype to customers to learn and improve

    Learn by asking 3 questions: what do you like about it? what concerns or questions do you have? and what would make it better?

  • Tell your story in 3 compelling minutes

    Learn to tell a persuasive, fact-backed story to a business unit executive and practice delivering it to earn a seat at the strategy table

Learn directly from Gretchen

Gretchen Goffe

Gretchen Goffe

Contact

Innovation Executive, facilitator and change agent

Previously taught, published or worked at
Ohio State University
Syneos Health
Huntington National Bank
Fast Company
UXDX
See all products from Gretchen

Who this workshop is for

  • UX & Service Designers You want deeper connection to the business context and customer evidence behind your briefs.

  • Product, IT & Delivery Teams You build to spec today and want to influence decisions upstream instead of only executing downstream requests.

  • Operations, Support & Cross-Functional Partners You bring valuable perspective to new solutions but are rarely included at the outset.

What's included

Gretchen Goffe

Live sessions

Learn directly from Gretchen Goffe in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn with a design thinking certificate

Live Customer Interviews

Be able to back your strategies with customer evidence, gathered through empathy interviews during the workshop. You'll uncover unmet needs and then show your ideas to the same potential customers to learn more and get feedback.

Maven Guarantee

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Frequently asked questions

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Reimbursement

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Everything L&D needs: email template, receipts, and certificate of completion.

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Team discount

Learn with your teammates

Save 20%+ when 2 or more teammates enroll in the same cohort.

Save 20%+ with a team

Private cohort

Run a cohort for your org

A dedicated cohort with a custom schedule and curriculum, tailored to your team.

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$599

USD

Nov 18
·

12–4:30pm EST

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