Simulation Design

Bringing Customer Centricity to Life (and Biz Models to Black)

customercen_photo_bookIf you’ve ever sat through one of Wharton marketing professor Peter Fader’s highly engaging lectures on the merits of a customer-centric business model (or read his book on the subject), then you know how quickly he can convince an audience that adopting this game-changing go-to-market strategy trumps a product-focused approach from a profitability standpoint, and that – if done well – can create the conditions for longterm viability in the perilous, race-to-the-bottom age of commoditization that many companies are grappling with these days.

He’ll also handily disabuse any naysaying marketing execs of the notion that using data is just about collecting numbers, driving the point home that simply having a CRM system in place is not where the work ends, it’s where it begins – and leaving no doubt in their minds that if they think all customers are created equal, they have a lot to learn. Indeed, Fader is a maestro at shifting paradigms to embrace the power of data analytics for calculating customer lifetime value (CLV). But for this revolution in marketing strategy to truly take hold, theory must meet practice – and that’s where the Learning Lab comes into play.

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Reimagining Education: A Journey Through the ‘Looking Glass’

For the past year, students taking Wharton Prof. Ethan Mollick’s MGMT 801 class have been offered a unique alternative to traditional coursework – those who were game, as it were, got invited down a rabbit-hole and emerged in the fast-paced world of launching a startup.

This soup-to-nuts, wholly immersive experience in the “Looking Glass” was intricately designed by Wharton’s Learning Lab and built by Forio, a San Francisco-based system dynamic company that specializes in custom simulations. Under Mollick’s guidance, our bicoastal team crafted a storyboard comprised of sequential scenarios – from company onboarding to gaining angel investment – all tied to learning objectives that paralleled his course syllabus.

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