The word ‘innovation’ has become too much of a catch-all term, so we prefer to talk about ‘zezel’.

Organisations that are fully committed to zezel are places:

  • where people can dream,
  • where ideas are given time and space to mature,
  • where innovation is realised,
  • where people have a genuine desire to contribute to the story.

Zezel isn’t something that just happens by itself.

Across the years, we’ve tried and tested a broad range of models: the FORTH innovation method, design thinking, business model canvas, value proposition, etc. We never set out to reinvent the wheel, but we did intend to get the best out of these different models and combine them in such a way that each one makes the others more effective. And of course, we are committed to a holistic approach that always maintains the link between innovation and your daily business practice.




1. Zooming

Everything starts by picking your focus, because you can’t innovate everything at the same time. To enable you to take effective steps, you’ll need to direct your efforts toward a single focal point, which you’ll only find by learning to zoom in and out — between near and far, and between the short term and the long term.


2. Exploring

You can’t innovate without inspiration. Inspiration is the ultimate feeding ground for new ideas, and that’s why it’s essential to make time to explore, to discover, and to tap into hundred and one different sources of inspiration. Important here is not to limit yourself to a single tool, but to use and try out different tools. Only then you will be able to gather a wide range of insights..


3. Zapping

Exploring and picking up inspiration will automatically result in ideas. A lot of ideas. Rough concepts - without structure or unity - that provide an answer to the challenge you face. Zapping between different brainstorming techniques will help you get there..


4. Experimenting

How attractive and feasible are your new product concepts? You need the courage to test rough concepts directly in the marketplace. Experimenting will enable you to learn quickly, to adapt, and if necessary, to change course. Your customers are the only people who can tell you whether there is a twenty-four-carat jewel hiding in your rough diamond.


5. Launching

All too often, great ideas end up in someone’s drawer, neatly filed away without any action being taken. This is why it’s essential to build bridges between creativity and business reality by translating concepts into a business model and a comprehensive business plan. A business plan will provide your organisation with a guiding principle along which to effectively implement new products, services or business models.


Innovation projects are not just about the outcome.

They are all-encompassing stories that also focus on creating the right ZEZEL mindset. As a result, we strive to indirectly develop several soft skills that are essential for innovative thinking — and for survival in a rapidly changing world. These include:

  1. resilience
  2. open and creative thinking
  3. letting go, experimenting and failing
  4. perseverance
  5. zezel intuition

Experience has shown us that using attractive/visual workshop materials has a major positive impact on energy levels, enthusiasm, motivation and participant interaction in workshops. That’s why we love using a highly visual approach. Your group won’t just be led by an experienced facilitator, but also by a visual facilitator who plays with images to help participants visualise processes, ideas and projects so they can quickly get to the essence..