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Meeting Design by Kevin M. Hoffman

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CHAPTER 5Facilitation Strategy and Style

Amira is a content strategist who specializes in helping organizations articulate their brand through the content that they publish. To simplify somewhat, she executes this process in two steps. First, she helps organizations explore how they are perceived by their customers, which she calls their “current brand.” Then she helps map out aspirational brand aspects that the organization would like to build into their perception. She explores these two spaces in a workshop with her clients, and it always feels uncomfortable. It’s a necessary discomfort, but it can be managed by thinking about her own facilitation strategy and style.

Amira was in a workshop facilitating a discussion of a current and aspirational ...

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