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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. Regenerators understand that life creates life. They shift from a focus on linear growth to a cyclical mindset, accepting that everything ends. Regenerative thinkers know that endings are beginnings.
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. Design thinkers remain open and curious. They find opportunities in ambiguity and uncertainty.
Systems Thinking
Systems thinking is about seeing the connections between all parts of a system and recognizing the emergent outcomes of relationships and interactions. Systems thinkers understand that systems are more than the sum of their parts. They know how to intervene skillfully in order to produce better outcomes.
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. It is about radical imagination, envisioning (im)possibilities, and charting paths towards that vision.
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 this is crucial
The world is changing beyond our beliefs. But our change strategies don’t.
And yet, we keep turning to the same old top-down plans and glossy decks. They’re costly. They drain time, energy and talent. That’s not just ineffective, it’s wasteful.
At Within, we believe meaningful change starts with the people who dare to step up and lead. That’s why we don’t deliver change from the outside. We embed it. Working side by side with those who face the real complexity every day.
What we mean by Craft?
Most change efforts aim for control.
But real change demands craft.
Too often we chase outcomes and skip the groundwork, ignoring the deeper roots of imagination, alignment, ethics, and collaboration. But change that lasts isn’t delivered top-down. It’s shaped in context, with people who are willing to learn, build, reframe, and let go.
At WITHIN, we treat change as a craft, not a product.
It’s something you practice. It grows through shared language, tested habits, and the ability to navigate complexity together. That’s why our method builds capabilities, not just plans. Direction, not just speed.
Because transformation doesn’t scale through tools alone.
It grows through Craft.
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



Read the thinking behind our method
The 8 Crafts Method is a compass for leading change in complex times. Whether you’re starting something new, scaling what works, or closing a chapter, it helps you move with clarity and momentum. Inspired by natural rhythms and timeless roles, it offers practical tools for each phase of change.
One Method.
Two Lenses
Our method has two lenses: one grounded in science, one proven in practice. Both will help you navigate complexity and lead change with confidence.
Rooted in science
Lens one uses 4 trusted disciplines: futures thinking, systems thinking, design thinking, and regenerative thinking. These fields shape how we map complexity and design real, lasting change.
"WITHIN facilitated a program in which we co-created our strategic narrative, whilst also building team cohesion and individual leadership. We ended up with a winning plan, backed by a strong team that is ready 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. ”
Build Your Craft
Craft is the ongoing practice of personal mastery. Each one builds both mindset and muscle - and together, they help you see with clarity and act with intention.
From Learning To Leading
Inner and outer change aren’t separate. Each Craft is designed to be clear, inspiring, and actionable, giving you just enough depth to apply what you learn with courage and confidence.
Easily accessible depth of knowledge
The 8 Crafts
of Leading Change
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.
North:
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.
East:
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.
South:
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.
West:
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 model offers inspiration, perspectives, and tools to drive innovation in diverse ways. It helps professionals discover their most natural, effective approach to solving challenges with impact and creativity."
identify your
next step
Take our free assessment and discover which of the 8 Crafts you’re already using — and which ones will unlock your next level of impact.
