Understanding all nine fields is useful - but remember to play with it. The 9Field is a structure, not a template.
It’s not some rigid, fill-in-the-blanks exercise like you’re assembling IKEA furniture for your thoughts.
It’s a way of thinking, not a way of writing.
Use it to sharpen your logic, not to box it in.
Here are the visuals show in the video 👇
Examples per field - from Jefta's own work
Bottom left field - Challenge or Start
The challenge here was the current ‘way of working’ that needed to change. Note how the grey color also tells us: we don’t want this anymore.
Top right field - Purpose
See how the icon for vision is floating in the air? It’s directional.
The business building stands firmly on the ground is practical.
Middle from left to right - Time line
The core is very clear here: farmer & his animals.
The time line goes from left to right. The truck arrives on his farm on the left and leaves heading towards consumers on the right.
Top center - Ambition
In this strategy drawing the digital healthcare component was still the ambition. Because of this visual the ‘blue cloud’ also became the single point of focus for all different teams within the hospital!
Bottom center - Foundation
This company’s strategy was spelled as B.R.I.D.G.E. All foundational words, shown as pillars. Oh and it’s also a good example for stakeholders, with the EU map and flags in the top left corner.
By the way have a look at their website and how they use this vision drawing on their ‘about us’ page.
Top left - Stakeholders
On the horizon (top left) you see all kinds of buildings + companies + icon for Dutch national government. These are all stakeholders.
Bottom right - Practical steps or To Dos
On the right, framed in green with a 1, 2, 3, are the practical steps. They show what we are focusing on in this project.
Notice how the steps take up most of the right side of the paper and don’t “just” live in the bottom right corner. Again, this 9Field Structure is a guide, not a rigid template.
Graduate Geert Vlogman said it best:
"It doesn't matter what your write or what you draw. It matters where you put it on paper."
See you in the next lesson.