AAK

Turning strategy into an interactive leadership experience

During AAK’s Global Leadership Conference in Barcelona, 110 international leaders stepped into an immersive Serious Game. The game brought the company’s strategic transformation to life.

Rather than discussing the shift from a volume-driven to a value-driven organisation in theory, participants experienced the challenges, decisions and trade-offs first-hand. The AAK ‘Value & Volume‘ Serious Game encouraged leaders to think beyond their own roles and discover how every part of the value chain contributes to creating long-term value for customers.

From raw materials to customer value

Teams guided products through AAK’s complete value chain. They started with the global sourcing of high-quality oils and fats. By blending and refining raw materials, they created innovative products tailored to changing customer needs.

Throughout the game, participants continuously switched perspectives. At one moment they represented AAK’s internal teams. The next, they stepped into the role of customers from different industries and regions around the world. This approach encouraged participants to look beyond departmental objectives and make decisions that created value across the entire business.

As negotiations unfolded, teams explored new markets and responded to changing customer demands. They balanced short-term opportunities with long-term investments. Every decision influenced the final outcome and demonstrated how commercial success depends on collaboration, strategic thinking and a shared focus on quality.

By the end of the Serious Game, participants had gained far more than a deeper understanding of AAK’s strategy. They experienced how interconnected teams, customer-centric thinking and smart decision-making drive sustainable growth. The Business Game transformed strategic objectives into practical insights that leaders could immediately apply in their daily work.

Looking for an interactive way to bring your strategy to life? We design Business Games that turn complex business challenges into engaging learning experiences, helping leaders collaborate, make better decisions and create lasting impact. We’d love to explore how we can create a game tailored to your organisation.