Each of my projects is grounded in Roger Martin's Playing to Win strategy. Over the years, I’ve developed a problem-solving structure based on its five key questions: What to achieve, Where to play, How to win, Capabilities needed to implement, and Measurement systems for improvement.

By integrating user journey maps and storyboards with the framework, I focus on creating user-driven solutions. My approach emphasizes a deep understanding of users' needs within their contexts to craft unique value propositions in the market.