Internal Product Team Content Strategy Workshops

Situation:
Across the enterprise, product teams frequently approached us for help designing websites or creating eye-catching visuals to “sell” their products. While internal tools existed to create these assets, many teams struggled with the deeper challenge: effectively connecting with their audience. Our team recognized the need to guide these teams through the foundational steps of defining their business model, building a compelling identity, and creating the groundwork for a new website that truly reflected their vision.

Approach:
We developed a comprehensive workshop format, combining proven frameworks and practical exercises into a structured 2.5-day program. This workshop was designed to take teams of 5-10 participants through essential exercises in identity creation, value proposition development, and storytelling. We created a full suite of materials, including job aids, lecture slides, and templates, all packaged to deliver an immersive, hands-on experience.

The 4 parts of our content strategy - Tribe, Impact, Identity, and Message
There were four parts of workshops. The first three (Tribe, Impact, and Identity) challenged teams to work through existential questions about their business. The final part, Message, is where we examined and applied storytelling and branding concepts to their business.

Over the course of the workshop, participants engaged in exercises to produce strategic artifacts such as the Business Model Canvas, Strategy Canvas, Identity Assessment, and BrandScript. These tools became the foundation for building a consistent and compelling identity for each team’s product or initiative. Our team facilitated deep discussions around core business questions, helping teams align on their value proposition and clarify their messaging before they even considered their marketing efforts.

Outcome:
As part of this initiative, I collaborated with my team to coach more than 300 Boeing employees, ranging from individual contributors to senior executives, through our customized curriculum. By the end of each workshop, teams walked away with fully documented decisions and clear, actionable steps for promoting their products and initiatives. Our process not only gave them confidence but also ensured that their business model and identity were solidly established, allowing them to engage their target audience more effectively.

Responsibilities: Identity Development, Content Marketing, Curriculum Design, Teaching, Business Model Generation, Conflict Resolution, Event Planning, Graphic Design

Technology Used: Adobe Illustrator, Miro, Microsoft Powerpoint, Adobe After Effects, Adobe Premiere

A mock completed workshop
Teams would have detailed conversations, carefully documenting them on canvases, models, and frameworks like what’s pictured here.

Disclaimer: The content shown on this page is for illustrative purposes only. This is not the copy and imagery used in my Boeing workshops. Everything shown here is created by (or licensed to) me.

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