How do you stack up? Our Mastercard client came to us with a problem. They had in mind a “product” that would draw C-levels in to fill out a digital innovation survey to see how they ranked. Problem was they needed the right motivation to even do that. So we had to go back a bit and help define what exactly the objectives for such a product would be (I can share notes from that brainstorm session I guided, because they were pretty amazing).

The crew then dug back in for a content and design overhaul which is really a demand generation effort—that actually started in reverse. It gave us exclusive content in partnership with Harvard Business Review to craft the experience, and also the opportunity to better define guidelines on their digital experiences.