For a long time, companies were defined exclusively by what they sold. In the case of Ricoh Latin America, that label was clear: a “printing brand.”

But there are moments when that definition starts to become too limiting.

What makes this case interesting is not only the outcome, but everything behind it: a strategic decision to rethink the company from the inside out. A transformation that involved culture, value proposition, and a completely new perspective on the customer.

At Nano Thinking, we were chosen by Ricoh Latin America to support part of this process, working across research, strategy, innovation, and customer experience.

Recently, Dossier interviewed us to discuss how this transformation took place.

If you are interested in understanding what this type of transformation truly involves — and the key learnings it leaves behind — we invite you to read the full article.