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Regenerative Thinking
Regenerative thinking is about creating the conditions for thriving systems, finding a balance between seeking positive outcomes and avoiding unintended consequences.
Design Thinking
Design thinking is about harnessing creativity in order to foster collaboration and solve problems. It is about constant iteration and taking a human-centered approach.
Systems Thinking
Systems thinking is about seeing the connections between all parts of a system and recognizing that what we see as problems are the emergent outcomes of a deeper dynamic.
Futures Thinking
Futures thinking is about understanding that the future is not fixed, but instead that it can be shaped by the decisions that we make today and that we have agency in the emerging future.
West
The West represents autumn, the season of harvest and abundance. In this phase, we gather together to share the fruits of our labor and celebrate what we’ve accomplished.
South
The South represents summer, a time of busyness, focus, and hard work. In this phase, we harness our sense of focus in order to fully develop the projects we’re working on.
East
The East represents spring, the season of fresh possibilities and excited beginnings. In this phase, we turn inspiration and ideas into plans, in order to activate and motivate ourselves and others.
North
The North represents winter, a time of dormancy, rest, and transition. In this phase, we reflect upon and integrate our learnings in order to prepare for what comes next.
Why lead change
The world is changing faster and more radically than we ever thought possible. But our change strategies haven't kept up.
Traditional methods treat change like a neat, linear process. But in reality, change is messy. The real work happens in the chaos: in daily decisions, shifting habits, and how teams actually work together.
We work with leaders who understand that change is no longer optional. By embracing change and continuing to develop the skills to adapt and thrive in any context, you can effectively lead the change—instead of letting it lead you.
How we're different
We are not traditional consultants. We build capacity.
In complex times, teams don’t need answers; they need direction. A clear sense of where they stand, what’s shifting, and how to move forward.
With our 8 Crafts Method, we help teams adopt new ways of working, develop new habits, make better decisions, and build shared momentum. In this way, change becomes a capability, not a project.
Colofon
The strategic and creative development of WITHIN and The 8 Crafts Field Guide to Responsible Innovation was initiated by co-founders Franklin de Bekker and Patrick Leenheers. We were supported by a group of inspiring thought leaders and creatives.
- Art direction & identity: Bas Koopmans (Wellness)
- UX: Maarten van Sprang and Franklin de Bekker
- Digital design & no-code development: Rick Bossenbroek (Uncode)
- Illustrations: Lennart Kok
- Photography: Elmer Driessen
- Editorial copy: Christina Williams (Liminal-stories)
- Editorial images: Marcel C. de Vries (Studio Superaarde)
- General support: members of The Collective
- Overall concept & strategy: Franklin de Bekker and Patrick Leenheers (WITHIN)
The 8 Crafts’ Origin Story
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the 8 crafts method: explained
How we work differently
Most traditional methods see change as a linear process. But in complex environments, change is messy. The real work happens in the chaos: in daily decisions, shifting habits, and how teams actually work together. That is why we treat change not as a one-time project but as a capability to be developed over time.
The 8 Crafts draws on sources that go beyond management theory. It blends inspiration from design, the arts, nature and ancestral wisdom. These perspectives help leaders face uncertainty, adapt to shifting conditions, build trust and maintain momentum. It is a practical toolkit for real situations.
One Method.
Two Lenses.
We’ve designed the 8 Crafts so that you can look at it in two ways. One is grounded in research, the other proven in practice. Together, they help change leaders assess their situation and move forward with clarity and confidence.
Rooted in science
The map view anchors the 8 Crafts in research from psychology, systems change, leadership, and innovation. It provides scientific basis for why the practices work and how they deliver results.
"WITHIN facilitated a program in which we co-created our story and our strategy, whilst also building team cohesion and individual leadership. We ended up with a winning plan, backed by a team that is willing and able to execute."
“WITHIN boosted our competency to drive change at KLM. Their approach breaks from traditional consultancy by making learning experiential, palpable almost. The 8 Crafts will help us become the frontrunner airline we aspire to be. ”
Develop your Craft.
Lead Change.
Craft combines thoughtful leadership with effective action—developing yourself while driving meaningful change in the world. We develop craft by dedicating ourselves to projects that give us a sense of purpose. We master the crafts through learning by doing.
Easy-to-use and
fun to explore
Each Craft opens a library of tools, stories, practices, and guiding questions. These are practical entry points you can use straight away—skills to grow, methods to try, and insights to apply. They help you cut through complexity, align your team, and move your initiative forward with confidence.
Your key to the Crafts
Explore what’s inside each Craft
Each of the 8 Crafts contains multiple tools and practices. Tools are practical approaches that help us achieve an outcome. Practices are means by which we strengthen our leadership. Grow your capacity to lead change effectively. Inner development and outer change as an infinite game.
Navigate
The 8 Crafts Method
Futures Thinking
Futures thinking is about understanding that the future is not fixed, but instead that it can be shaped by the decisions that we make today and that we have agency in the emerging future.
Systems Thinking
Systems thinking is about seeing the connections between all parts of a system and recognizing that what we see as problems are the emergent outcomes of a deeper dynamic.
Design Thinking
Design thinking is about harnessing creativity in order to foster collaboration and solve problems. It is about constant iteration and taking a human-centered approach.
Regenerative Thinking
Regenerative thinking is about creating the conditions for thriving systems, finding a balance between seeking positive outcomes and avoiding unintended consequences.
Reflect & Imagine
The North represents winter, the season of unseen beginnings, where seeds take root before sprouting. This is the space for big questions, bold ideas, and the quiet work of reimagining what’s possible.
Explore & Observe
The East represents spring, the season of emergence. The sun rises, ideas take shape, and clarity unfolds. This is where inspiration turns into intention, through curiosity, systems thinking, and careful mapping.
Navigate & Execute
The South represents summer, the season of doing, long days, focused work, and steady momentum. This is where ideas are built, tested, and refined, where strategy meets action.
Collaborate & Amplify
The West represents autumn, the season of harvest, a time to gather, share, and celebrate progress. It’s where insights are exchanged, impact is multiplied, and letting go makes space for what’s next.
"For four years they facilitated the yearly CEO summit of the World Port Climate Action Program. We saw a noticeable increase in leaders' personal power, and in the ambition and impact of the initiatives in the program.”
"The 8 Crafts method offers inspiration, perspectives, and tools to drive innovation and change in diverse ways. It helps professionals discover their most natural, effective approach to solving challenges with impact and creativity."
