Annika is a Junior Consultant at Vendbridge since 2020.
Beat Walther has 25 years experience in business strategy, innovation and marketing & sales. Having finished his Master of Business Administration studies at the Graduate School St. Gallen, Beat started his business career as an executive assistant at Grey Advertising, New York. In 1989 he joined Procter & Gamble (P&G) in Geneva to develop fast moving consumer good brands. Working out of Geneva, London and Zurich, he was responsible for a large number of product launches in different product categories and left P&G after six successful years as a Marketing Director of the Paper Division Switzerland. In 1995 Beat joined McKinsey & Company as a management consultant supporting clients in the pharmaceutical, retail and financial services industry in strategy and operational performance projects.
Since 2012 Yann is a Consultant at Vendbridge and since 2020 he is also Partner at Vendbridge. For more than 6 years he’s continuously improving the CFI methodology and detecting the newest trends in Jobs-to-be-done and Design-thinking.
His MA in philosophy allows for a deep understanding of our processes while maintaining a critical distance. He’s currently working on his Ph.D. (What truth does a lie betray?).
Yann grew up bilingual (German and French) and fluently speaks English. He has a basic knowledge of Spanish.
Since 2009 Petra is a project manager at Vendbridge. In addition to that, she is our expert in market research, communication and visualization. Petra has more than 25 years of experience in market research, knowledge management, competitive intelligence and project management. She worked as a Business Information Specialist and Manager of Research and Information Services at McKinsey & Company in Germany and Switzerland.
Annika Haefeli is currently studing Economics and Tourism with a major in “Service Innovation and Design”. She’s bringing her in-depth knowledge about service-design, service development and innovaiton to the team.
She has worked for Swiss Internation Airlines as a Flight Attendant, First Class Quality Specialist and as Instroctur for Cabin Crew Members. Previously to joining Vendbridge she worked at the ETH Zürich in de department of space and landscape development.
CFI puts the users first. They know best what they want and they are a fantastic source of inspiration for new ideas. Provided they are asked the right questions, namely framed by the jobs-to-be-done perspective.
Concrete over abstract
CFI identifies specific user pain points rather than abstract insights. Why? Because abstract concepts don’t trigger emotions or prompt new behaviors. A notion well known by story tellers, but largely ignored by strategists. The basic principle is: The concrete always beats the abstract.
Outside-in over inside-out
CFI levels out biases. Conventional thinking and long-standing beliefs are challenged by an outside-in user perspective. Biases in managerial decision making, a new field in management, has been designed into the CFI framework.
CFI strictly separates needs from product solutions. Because people tend to forget: a product is not a need. Products come and go. Needs stay forever.
Facts over anecdotes
CFI «quantifies» pain points based on an outside-in user rating. The result is a solid fact base, which provides more valuable knowledge than anecdotical evidence – an essential plus considering that companies often invest millions in a new strategy.
CFI generates actionable outcomes: a clear picture of user pain points, inspiring value propositions, validated relevance. There is no room for doubts when it comes to implementation.