Case Study:

Charting the Course

According to John Margetts, Managing Director of Hooker Boats, “The Where and The Why Workshop has been an instrumental part of our business since we undertook it.” This transformative workshop provided the catalyst for John to envision the future of the company and drive a restructuring initiative to boost sales and production.

Unveiling True North: “Dream Boats”

During the workshop, customer personas were developed, shedding light on “The Why” – Hooker Boats’ Purpose. Among them was Eddie, a Torres Strait Islander seeking safe transportation for his family, placing confidence in Hooker Boats as the provider of the best boats for island conditions. Another persona, Joe, the Recreational Boater, aimed to celebrate boat ownership and ensure the safety of his loved ones.

The team discovered that boat ownership represented much more than a purchase – it was an emotional and aspirational dream associated with status, generosity, and being the trusted provider of memorable experiences for friends and family. From this deep exploration, Hooker Boats’ powerful yet efficient Purpose statement emerged: “Dream Boats.”

Setting Sail: Strategic Transformation

With their Purpose clearly defined, Hooker Boats embraced strategic changes to align their operations with their “Dream Boats” vision. John reflects, “Our clear Purpose has given us an exciting focus and the drive to want to achieve more.” Within just six months of the workshop, Hooker Boats implemented numerous strategic initiatives, including restructuring assembly processes, constructing a mezzanine, optimizing workflow through bay rearrangement, establishing a new fitout bay, adopting lean techniques, and upgrading moulds. These changes save time and streamline the boat-building process, allowing the team to create more dream boats for their customers.

John emphasizes, “The Where and The Why Workshop has provided us with the insight and tools to grow towards the future,” highlighting its profound impact on Hooker Boats’ trajectory and vision.

All Aboard: Nurturing the Crew

“The Workshop has also helped to reinvent our culture at Hooker Boats,” says John. “With a renewed focus on our Purpose and Vision, our team has exhibited remarkable motivation and willingness to go the extra nautical mile. The Workshop has provided us with invaluable insights and tools to foster growth, constantly improving our operations and staying true to our purpose-driven journey.”

Maritime Dreams to Reality: Crafting Unforgettable Experiences

Reflecting on the significance of the workshop, John expresses gratitude, stating, “The Where and The Why Workshop was very important for us because it is helping us define our Vision, Purpose and Values, and to make a commitment to progress into a successful future. We now clearly know where we are going and why we are going there.”