Change is accelerating, organisations are becoming more complex, communication is becoming more important. Roadmapping brings communication, insight and clarity together, and ensures fast, tangible and inspiring results. For almost every communicative issue in an organisation, roadmapping is a binding and revealing instrument. We develop strategy maps together with our clients. We offer roadmapping workshops for groups up to 100 people, and develop webapplications for large companies. 

Roadmapping Workshop

strategy map

A detail of a strategy map for a  leading international law firm.

The production of the map is done in close consultation with our clients. The map supports annual plans and communication around strategy launches. For our clients, thinking about the content of the map is often crucial in finding the right tone in communication with their own organization. Actual workshops may be involved.

Customer experience

End result of a strategy map for a  leading international bank


There are countless roads to Rome and different scenarios for making a plenary roadmap in an event or training. Our workshops and clinics are a good tool for facilitating large or small groups.



Prior to the workshop we prepare a rough working map, in close collaboration with the client. We make large prints of these maps.



Groups are formed of approximately five people.

The table arrangement is made in advance in consultation with the client.

The participants work per 5 persons on A0 size working maps. The groups are guided by facilitators from Studio Kessler, and – if necessary – assigned ambassadors. Up front they are provided with specific assignments, advice, handouts, and sample materials.


roadmapping studio kessler
  1. The groups ‘travel’ from left to right on the working maps. They choose a captain, who will explain the map in front of all the groups at the end of the workshop.


  1. During the workshops the participants discuss with each other what developments they want to represent on the map. They tell this story using symbols with explanatory words.


  1. The use of geographic metaphors is encouraged. These work well to represent events and emotions in an appealing way. Let your thoughts run wild!


  1. The strong finds on the map are picked up live by the cartographer who is simultaneously creating the compilation map on a large screen. This process is visible during the workshop.


  1. During the plenary, the group captains – or the group – explain their map to the other participants. A time for dialogue, questions, new insights and choices.


  1. Finally, the cartographer explains the collective result on the big screen. This is where all the insights come together.


As for filling in the work map: anything goes! Move islands, create seas, take away land, cut, paste, create fantasy symbols. On the map one makes a journey through time. From west to east, from the current situation to the new situation. Through the barrier area, to the land of the future. Symbols are drawn on the map and/or with post-its. Inspiration for symbols can be taken from the handouts with a comprehensive legend and sample materials. Each symbol should be provided with an attached word or short sentence.



Although each group makes its own map with its own story, the goal of the day is a common image. After the workshop the cartographer collects all input and creates a beautiful rich final map that is refined in close collaboration with the client.

Impressie samenwerking

In the Roadmap method, depending on the module, an organisational path is explored, mapped and anchored in the organisation in one or more workshops.

Workshop rws5

An important facet of the process is the joint realisation of the final product, ‘The Roadmap’.
Roadmapping is an exceptional instrument for creating commitment, engagement and assurance of the new route.

From the first scetches for our client (top-left) to the working map and the end result (bottom-right) (T-Mobile strategy map)

Deutsche Telekom strategy map end result

Roadmapping has been developed to playfully and entertainingly map, interpret, discuss and shape both the soft and hard sides of organisational processes. It is a catalyst for dialogue and is full of humour, reflection and creativity. The entertaining element of roadmapping contributes to the retention of new information and ideas.

In the different roadmap formats of Studio Kessler, specific issues are worked on. Various techniques such as SWOT analyses, Lean-culture, business set-ups and ABC analyses are used as support. Studio Kessler works together with specialists such as Marius Rietdijk, Marc Lammers and Frank van der Laan.


– Safe dialogue.
– Tangible roadmap with assurance of agreements.
– Visual confirmation (Jaap Murre, professor of neuropsychology at the University of Amsterdam, demonstrated in 2010 in a large-scale study that 60% of people learn better with visual support).
– Shared image and ownership of that image and the direction it takes.
– Vertical and horizontal transparency. What is going on in the different layers?
– The vertical and horizontal connection of goals and processes.
– More cohesion within a team, group feeling, ‘everyone is involved’.
– Catalyst of the strategic conversation.
– Better decision-making through insight and dialogue (leading to the right strategy and change).
– Out of the box thinking. From here and now to there and then.
– Support for a new course.
– Less fear, anger and disappointment and more joy.

The individual results of the specific formats are listed with the formats.

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Martijn Speech Party