Znak Social Publishing Institute is one of the largest and oldest Polish publishers. To reach a wider audience, the Otwarte Publishing House was established in 2006, focusing on popular literature. In 2010, the Woblink platform emerged with a large selection of electronic books, audiobooks, and traditional paper books. Also that year, the constant development of the company inspired the Management Board of the Publishing House to establish three new brands: Znak, Znak Literanova, and Znak Emotikon.
We went for a strategic process that included talking to the leader, examining the needs, and defining potential problem areas. Then came the focal point – a workshop with a team in the design thinking approach. What did we emphasize in this process?
First of all: a business goal, which was co-creating a shared vision of the Znak sub-brand, Literanova. With the help of the employees, we wanted to answer the question “What do we want to be as Literanova?”. The vision was embedded in the business context (we confronted employees’ needs and perspective on the brand with the context of the client’s needs). The goal was to create solutions with a map of inspiration, serving as the material for developing a business strategy. The publisher’s DNA and value proposition were identified in the process. Inspiration was collected from the publishing market and Literanova’s own potential analysis.
Second: the integration goal – the process was to strengthen cooperation between employees from different departments. At the same time, it was important for the participants to learn the design thinking method in practice to be able to implement particular strategies in their daily work.
We have defined the 5 most important effects of the process: