CASE 03 / DIGITAL PRODUCTS, UX/UI & HUMAN-CENTERED AI
DESIGNING A CUSTOM AI APPLICATION FOR STRATEGIC DECISION-MAKING
One question at a time. From first thought to presentation.
BUSINESS STRATEGY CANVAS BUILDER
11
CONNECTED STRATEGY STEPS
11
EXPLANATION VIDEOS
23
LANGUAGE VERSIONS
≈15 MIN
SOMETIMES ENOUGH FOR THE CORE PROCESS
THE CASE
NOT ANOTHER BUSINESS PLAN. A GUIDED CLARITY PROCESS.
A general AI can produce a long business plan. That does not mean the underlying idea, purpose, positioning and choices are clear.
The Business Strategy Canvas Builder turns a proven strategy method into a guided conversation. It asks one question at a time, explains why that question matters, provides example sentences when the user gets stuck and brings the answers together in a usable canvas and presentation.
METHOD
Developed and used in practice for two decades
FORMAT
ChatGPT app / plugin
GUIDANCE
11 videos in 23 languages
OUTPUT
Strategy Canvas and ready-made PowerPoint
THE METHOD BEHIND THE PRODUCT
BUILT FROM TWO DECADES OF REAL STRATEGY WORK
The app did not begin with AI. It began with a strategy model developed by Ben Steenstra and refined through real assignments over two decades.
The method has been used for organisations including Samsung and Fresh ’n Rebel, as well as with CEOs and leaders. AI made that experience scalable without reducing it to a generic prompt.
01 / EXPERIENCE
20 YEARS
DEVELOPED AND REFINED IN PRACTICE
02 / ORGANISATION
SAMSUNG
STRATEGIC WORK IN A CORPORATE CONTEXT
03 / ORGANISATION
FRESH ’N REBEL
STRATEGY FOR A DISTINCTIVE CONSUMER BRAND
04 / LEADERSHIP
CEOS & LEADERS
CLARITY FOR COMPLEX BUSINESS DECISIONS
THE CHALLENGE
STRATEGY IS RARELY MISSING. IT IS USUALLY SCATTERED.
Founders often carry the essential pieces of their strategy in their heads, documents, presentations and conversations. The difficulty is making the choices connect.
A blank canvas expects users to already know the answers. A generic AI output can create volume without creating direction. The experience needed to ask the questions in the right order.
BEFORE
LOOSE THOUGHTS
Ideas, ambitions, audiences, services and principles exist, but do not yet form one coherent strategic story.
AFTER
ONE CLEAR ANSWER
A concise view of what the business is, why it matters, who it serves and which choices guide it.
01
Validation & Name
Test whether the idea is strong enough and whether the name reflects what is actually being built.
02
DREAM
Define what you truly want to create before practical limitations make the ambition smaller.
03
PURPOSE
Clarify why the business matters beyond revenue and what meaningful contribution it should make.
04
BIG WHY
Identify the deeper personal motivation that makes building this business important to you.
05
ROLE
Decide what role the business should play in the life, work or organisation of its customer.
06
ENTITY
Define what you are actually creating: a company, brand, platform, community or movement.
07
STRATEGY
Turn the ambition into clear choices about direction, focus, positioning and growth.
08
TARGET GROUP
Specify exactly who the business is being built for and whose needs should guide its decisions.
09
PRODUCTS & SERVICES
Define what the business offers and how those products or services create value for customers.
10
RULES OF THE GAMES
Establish the principles, boundaries and beliefs that determine how the business will operate.
11
PRESENTATION
Bring all completed choices together in a clear, ready-to-use PowerPoint presentation.
THE INTERACTION DESIGN
ONE QUESTION AT A TIME. IN THE RIGHT ORDER.
The application does not ask users to fill out a complicated framework at once. It leads them through 11 connected steps, from validation and purpose to strategy, target group, proposition and presentation.
Every step combines a focused question with expert explanation, an avatar-led video and practical examples. Each answer becomes context for the next question, turning a static framework into a guided strategic conversation.
DIGITAL AVATAR VIDEO
11 EXPERT EXPLANATIONS. AVAILABLE IN 23 LANGUAGES.
Each of the 11 strategy steps begins with a short video in which a digital clone of Ben explains in the selected language what the question is really asking.
When reporting begins, the relevant customer and property information is already in place. The customer receives a message when the report is ready and can access it for free.
AI AS ACCELERATOR
SOMETIMES ONLY 15 MINUTES
TRADITIONAL FACILITATED SESSION
SEVERAL
HOURS
AI-GUIDED CORE PROCESS
SOMETIMES ONLY 15 MINUTES
THE OUTPUT
NOT JUST ANSWERS. A STRATEGY READY TO PRESENT.
The conversation does not end in a chat window. The completed choices become a coherent Business Strategy Canvas and a ready-made PowerPoint.
FROM COVERSTATION TO BUSINESS ASSET
01
ANSWERS CONNECTED INTO ONE STRATEGIC STORYrategic story
02
A FOCUSSED BUSINESS STRATEGY CANVAS
03
A READT TO USE POWERPOINT PRESENTATION
04
A PLAN TEAMS CAN ALIGN AROUND
