GDI: Susan Shaw, what’s so intriguing about the combination of innovation and strategy?
Susan Shaw: Innovation and strategy are inextricably linked. In an ideal scenario, they drive each other forward - innovation always requires a strategic context, while a strategy should always be visionary, but achievable too.
What inspired you to take up a leading role in strategic consulting?
For 20 years, I’ve been passionate about drawing the right conclusions from market and consumer analyses and helping companies to broaden their horizons and make well-informed decisions. In today’s fast-moving world, identifying future trends is crucial, but so too is interpreting them specifically for companies. The GDI has been conducting insightful analyses and studies on relevant future topics for decades. I find applying these findings in practice and supporting companies with strategic realignment genuinely inspiring.
What’s the typical procedure you adopt when working with a new client who’s operating in a tough market environment?
First of all, I analyse the client’s current position and their specific needs - every company is unique. The procedure often begins with an analysis of the key trends and their impact on the business environment. Based on GDI research on key future changes, I assess their relevance to the company’s business model. We then use this to develop scenarios, hypotheses or specific strategic measures as a team. While we obviously can’t predict the future, we can help companies to shape possible futures.
«Es begeistert mich, Unter-nehmen dabei zu unterstützen, ihre Perspektive zu erweitern.»
“I find helping companies to broaden their horizons inspiring”
What personal values do you feed into your work with customers?
An inquisitive mind and the courage to embrace change, being receptive to new developments and empathy for the challenges faced by teams and companies in tough markets. A strong customer focus and providing genuine added value are key elements of my role too.
How do you clear your head and get revitalised during your leisure time?
My two teenage children inspire me every day - they give me an insight into how tomorrow’s consumers think and I try to keep up with them. I also love sports that require a combination of speed and skill, such as snowboarding and mountain biking. Culture and art are also major sources of inspiration for me as they often provide the impetus for social change.
«Neue Trends als Chancen sehen und Zuversicht an Unternehmen weitergeben – das treibt mich an.»
“Seeing new trends as opportunities and passing on confidence to companies - that's what drives me”
GDI: Camille Zimmermann, does a passion outside of work influence how you think?
Camille Zimmermann:Yes, kitesurfing and wing foiling very much represent my mindset - both are great metaphors for me. When wing foiling, which I’m currently learning, I soon reach my limits and sometimes get really frustrated. But when I start gliding over the water on the wing, I soon forget all my exasperation. This experience often helps me through when things don’t run smoothly in projects or in everyday business life. It’s all about achieving a state of flow: remaining composed, finding your balance and enjoying the moment - while having fun at the same time.
What drives you personally to help companies reshape their futures?
The future is uncertain - nobody can say for sure which technologies will prevail or how social change will shape particular sectors. Many people find dealing with this kind of uncertainty very daunting, because we like to plan ahead, but the future holds great fascination too.
I combine both elements – I’m a very structured person who likes to plan ahead, but, equally, I’m fascinated by the vast array of opportunities that the future presents. I’m good at dealing with uncertainty. This combination - or, if you like, contradiction - is actually what drives me. I think it’s exciting to view new trends and changes as opportunities and I try to convey this enthusiasm and confidence to companies.
What experience has shaped you most in your professional career?
No one single experience comes to mind – it’s the variety of experiences that really matters. I learnt at an early stage to keep an open mind, to listen to my inner voice and to follow my own path. But it’s not just about listening to yourself, but also really listening hard to identify and take advantage of unexpected opportunities. My grandfather has always been my role model. He worked eagerly into old age - although today I sometimes wonder whether it was really just passion or whether he was just trying to get some time away from my grandmother after retirement.
How have international projects changed your view of corporate strategies?
IIn Switzerland, we often tend to view our situation as unique. Yet companies abroad often deal with issues that barely receive any attention here. I find the differing priorities between projects in Switzerland and those implemented abroad, for example in the Arab world, really interesting. This ‘anything’s possible’ mentality and global perspective with which they tackle everything is unfamiliar to us. I’d like Swiss customers to be less cautious and not always simply adopt the smart follower strategy. After all, let’s be honest - who wouldn’t want that?
What role does creativity play in your job and how do you apply it when working with clients?
I don’t consider myself to be a particularly creative person - but that’s perfectly OK. In our field, structure, a systematic approach and discipline are often more important than creativity alone. The constant processes of change which our customers face are already stretching their creative potential. Our role is more a matter of creating the space for the right questions. True creativity is then reflected by the choice of methods that we use to help our clients to achieve their goals.
About the persons
Susan Shaw
heads up the Strategic Services unit. After studying humanities and social sciences in Zurich and Madrid, she worked in media research and was a member of the research commission for the national readership survey. She then took over the management of a Swiss market research company and was President of the Swiss industry association SWISS INSIGHTS for a number of years. Throughout her career, she has intensively studied the interactions between people and brands, products and services. She has conducted numerous studies on customer requirements in a wide range of sectors and has worked with companies to project and anticipate future consumer behaviour.
Camille Zimmermann
is Senior Expert for Strategic Services and possesses extensive experience in the areas of trend management, innovation and digital transformation. For several years, he managed the Swiss branch of a German trend research firm where he was tasked with expanding their international business. He developed and managed trend-based consulting formats and handled national and international key accounts. Holding a Master of Advanced Studies ZFH in Business Innovation and as a specialist in innovation, lean and change management, he brings invaluable expertise in consulting and communication. He also lectures on trend and innovation management at several universities of applied sciences.
Would you like to benefit from the GDI's Strategic Services?
With over 60 years of experience in futurology and a network of experts, business representatives and consumers, the GDI offers you bespoke solutions to understand trends, derive the implications for your industry and make strategic innovation decisions. Contact division manager Susan Shaw or Senior expert Camille Zimmermann for a non-binding strategy and innovation consultation.
Contact
Susan Shaw
Head of Strategic Services
susan.shaw@gdi.ch
+41 44 724 62 10
Camille Zimmermann
Senior Expert Strategic Services
camille.zimmermann@gdi.ch
+41 44 724 61 11