Searching for purpose
Diversity, interculture, urban society, cultural education, urban learning – Zukunftsakademie NRW (ZAK) occupied a range of topics with high potential. My challenge: to develop a clear purpose-driven profile of the organisation, delivering added value for the cultural sector in the region.
In several internal workshops I collaborated with ZAK to work out the strategic cornerstones and goals for its future profile. Extensive analyses of ZAK‘s strengths and weaknesses as well as its opportunities and threats in the sector delivered a solid basis for the new strategy. From them, the team derived the operational goals for ZAK and a target group segmentation. This enabled a new, sharper positioning and a definition of the organisation’s purpose that was easily understood and supported by the entire team. In addition, I developed a roadmap helping the ZAK team to achieve its operational goals within a set period. First result: ZAK developed a deep understanding of its role and purpose in the cultural sector and society and defined what the next steps looked like on its purpose-driven journey.
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