Episode Details

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