Posts by Roel Frissen

Stage 8 — System Prototypes (Printable) Stage 8 — System Prototypes (3+1) APPROVED Project ID: HEI-SOL-LC-20260218-001 Prototype 1 — ESPÍRITU LIBRE: The Launch-Bet Arena Core idea: One-day arena where every market makes a public 90-day launch bet, paired with a scoreboard and unblocker mechanism led by the Global Marketing Director. Public commitments (bets) + peer…

Stage 7 — Mentor Touchpoint #3 (Printable) Stage 7 — Mentor Touchpoint #3 APPROVED Project ID: HEI-SOL-LC-20260218-001 Decision APPROVE — Stage 6 outputs (Empathy + Event Canvas + Delta for 2 stakeholders) are approved to proceed. What is now locked Two-stakeholder focus: Local Marketing Managers + Global Marketing Director Max-3 measurable deltas per stakeholder Event…

Stage 5 — Mentor Touchpoint #2 (Printable) Stage 5 — Mentor Touchpoint #2 APPROVED Project ID: HEI-SOL-LC-20260218-001 Decision APPROVE — Stage 6 scope is narrowed to two stakeholders only. Stakeholders in Scope for Stage 6 Local Marketing Managers (178) — primary behaviour-change target Global Marketing Director (Event Owner) — mandate + accountability + continuity Stakeholder…

Stage 4 — Stakeholder Alignment (Printable) Stage 4 — Stakeholder Alignment & Who To Delight APPROVED Project ID: HEI-SOL-LC-20260218-001 Overarching Aim Turn Sol Cerveza into a credible, locally-owned growth bet by converting scepticism into entrepreneurial launches, achieving +10 new markets in 90 days and enabling a path to doubling worldwide turnover. Stakeholder Longlist (v1) Local…

Stage 6 — Empathy Maps + Event Canvas + Delta (FULL) Stage 6 — Empathy Maps + Event Canvas + Delta FULL TEXT Project ID: HEI-SOL-LC-20260218-001 | Stakeholders in scope: Local Marketing Managers (178) + Global Marketing Director (Event Owner) 6A) Stakeholder 1 — Local Marketing Manager (LMM) Pre-Event Empathy Map (Entering) SEE A crowded…

Stage 3 — Mentor Touchpoint #1 (Printable) Stage 3 — Mentor Touchpoint #1 APPROVED Project ID: HEI-SOL-LC-20260218-001 Decision APPROVE — Event Brief v1 (Stage 2) is approved to proceed. What is now locked Success criteria and constraints for the Sol “last chance” intervention Audience (178 Local Marketing Managers) and sponsor role Behaviour-change intent (belief →…

Stage 2 — Context & Objective Framing (Printable) Stage 2 — Context & Objective Framing APPROVED Project ID: HEI-SOL-LC-20260218-001 Strategic Context Sol Cerveza lacks internal credibility and perceived distinctiveness. Local Marketing Managers deprioritise it due to perceived effort, lack of budget, and low confidence it can win locally. Leadership declares “one last chance” and is…

Stage 1 — Entry & Qualification (Printable) Stage 1 — Entry & Qualification APPROVED Project ID: HEI-SOL-LC-20260218-001 Minimal Event Metadata Organisation: Heineken (70 countries; 178 markets served by National/Local Marketing Managers) Brand: Sol Cerveza Situation: Internally perceived as an “orphan brand” with low credibility and questioned distinctiveness; local marketers deprioritise it versus other products. Intent:…