Some would say the appeal of good craftsmanship is—in part, attributed to heritage and legacy. But now, as cheap and customizable furniture and interiors are dominating the market, the modern-day craftsman finds him/herself struggling to keep up with the demand for affordable interior.

For our client Werkstatt4, this presents an opportunity to provide Festool's passionate community of power tool users with products and services that can enable them to reinvent themselves. We looked for strategic directions that contribute to long term relevance of the Festool brand. Some details about our research

• — We've visited over 90 craftsmen in 4 countries
• — This resulted in over 3000 research notes and 120 insights
• — Leading to 8 strategic opportunities
• — Opportunities were validated through rapid prototyping
• — Two of these strategic directions will be launched as startups in the coming year