What does observe entail?
If time permits, we love to start our project by observing -- observing what your clients or customers are doing, observing what your employees are doing, and observing all players that interact with the process we are helping you with.
When we observe, we look for specific things -- like the shared interests, common pains, and mutual passions that people may have (we call it looking for tribes), hidden power structures, language being used, etc.
So what's the point?
The reason for doing this is because strategy rollouts always have to be tailored to the specific tribes in which they will be launched. Launching an innovation strategy in a tight-knit startup culture will of course be different than launching it in a diverse multinational set of cultures. And you would never launch a new product without understanding your employee cultures.