For design engineering initiatives to achieve your desired impact, they need to survive and thrive in the real world. This usually means that they need to be brought to life by an organization or as a business. This module explores the decisions you will have to make from strategy, to planning, to expression, to execution so you can make it happen.

Here are some examples of topics we will discuss:

• Personal brand + company brand: Starting with you and extending to your organization, you will need to be clear about your desired impact, customer audience, unique approach, and offering (Why? Who? How? What?). Ultimately, you will need to be able to express this as value propositions to multiple audiences.
• Market structures: You will need to understand the structure of the market you are entering. This will inform how you position your brand versus different forms of competition. Should you take a for-profit or not-for-profit approach? What revenue models, from product to platform approaches, should you consider?
• Spreading your story: Whether building relationships with customers, investors, analysts, or communities, you will need to be able to spread your story, and not just through marketing, advertising, and PR.
• Roadmapping for growth and sustainable business: Progress is a process, and you will need to build a team, foster a culture, evolve your offerings, scale your impact, all while adapting to unforeseen conditions. You will need smart sequencing and pacing to be successful.

Class time in this course will include workshops, guest lectures, and discussions using the HBS Case Method.