To create an effective SD strategy framework, Heineken first examined the external context it would operate in. During the first week of the sprint, the team used Fronteer's Lighthouse model to look at key market trends, the main competitors and stakeholders, and the target audience of the 2030 SD framework. From this analysis, they developed a strategic vision that served as the basis for the three narrative routes co-created by the team by the end of the first week.
During the second week, the team aimed to validate the operationality of the different narrative routes formulated in the first week. To accomplish this, they set up validation sessions with different Operating Companies (OpCos) of Heineken from various parts of the world. With the input from OpCos from Ireland, Brazil, Hungary, Indonesia and Vietnam, they used an iterative process to refine and perfect the three inclusive and operational narratives. The third and final week of the sprint focused on finalising the concepts and bringing them to life through design. The team explored various visual explorations to create the perfect fit between the storyline and the visual.