Growth,
Redefined.
Turning differentiated products into scalable commercial businesses.
Taking Shape helps ambitious businesses across travel, technology, loyalty and customer engagement build the strategy, partnerships, go to market capability and commercial organisation needed for sustainable international growth.
Led by commercial strategist Vicki Wickens, Taking Shape combines senior executive experience with practical commercial delivery to help businesses move from opportunity to execution, and from ambition to measurable growth.
Explore how I can help
The commercial challenge
Differentiated products do not become scalable businesses through product strength alone.
Growth depends on the decisions made around positioning, partnerships, routes to market and commercial execution. It requires clarity about where to play, how to win and what capability must be built to turn opportunity into sustained performance.
Taking Shape works with leaders at the moments when that clarity matters most.
How I help
Three ways to bring senior commercial thinking and delivery into the business.
-
Strategy
Sharpen the commercial proposition, identify the most valuable growth opportunities and translate ambition into a focused route to market.
-
Partnerships
Sharpen the commercial proposition, identify the most valuable growth opportunities and translate ambition into a focused route to market.
-
Leadership
Bring experienced commercial leadership into the business when direction, momentum or additional capability is needed.
Original thinking
Growth also depends on how a business creates value that customers recognise, remember and choose again.
Experience CapitalTM and the SHAPE Framework bring structure to that question, connecting customer experience with commercial value and turning original thinking into practical application.
Explore the thinking → Original Thinking
About Vicki
Vicki Wickens is an international commercial leader and strategist with more than two decades of experience building growth across travel, technology, loyalty, customer engagement and embedded propositions.
She combines strategic perspective with the practical experience of developing markets, partnerships, propositions and commercial teams across complex international businesses.
About Vicki → About Vicki
Selected thinking
Ideas and perspectives on commercial growth, partnerships, loyalty, customer experience and the evolving value of experience.
Read the latest thinking → Insights
Ready to redefine growth?
If you are shaping a new commercial opportunity, entering a market, building a partnership strategy or strengthening the capability needed for growth, let’s start a conversation.