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Avi Ashkenazi, Senior Director of Product Design at Deel (Shopify and iwoca before that), walks through the Shredder: the framework he built for reverse-engineering any company's strategy from the outside, using nothing but public information.
It's the skill that moves designers from executing the brief to shaping it.
We get into:
- Why studying competitors through their screens is the most superficial read there is
- The tree metaphor: products are the fruit, strategy is the hidden trunk, and everything around it talks
- How to read org charts, careers pages, investors and partners as leading indicators of a company's next move
- Why companies ship their org chart, and how to spot the seams in the product
- How AI has changed the way Avi runs the framework since he built it at iwoca
- Using the Shredder on your own company, to find out what your strategy actually is
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