OUR PURPOSE: A NEW STRATEGY PLAYBOOK Business has crossed a threshold of complexity where a correspondingly complex market view becomes indispensable. What this means is that your strategy playbook may be outdated – what you need is a new approach to strategizing, where markets are not viewed as given and where success is determined by your ability to shape your market. WHAT DO WE DO Market Shaping Lab combines research, consulting and executive education, with the aim to develop tools that help firms to shape their markets. We hope to engage in a dialogue that encourages firms to explore new opportunities for growth and value creation.