In an age of 24/7 availability, where new technologies rapidly change our way of working and the speed of the feedback-loop becomes even more urgent, our journey to the future of work in general becomes more and more unpredictable. Many companies focus on what they want, instead of what their customers and employees need. Nowadays, they feel a constant pressure to adapt to changes in order to keep up with fast paced consumers demands and developments. They lose sight of their identity and answers to fundamental questions like who they are, why they do what they do and how to get there.