A market leader in horticulture was in need of a strategic reorientation with regard to the positioning of its product in the production chain. Together with Hague Corporate Affairs, Innova Connect provided strategic advice, based among others on interviews with stakeholders. A ‘diner pensant’ was organized halfway through the process, in which ‘thought leaders’ from adjacent or comparable sectors took part. During dinner, under the guidance of a moderator, the customer exchanged ideas with the other diners on a number of important questions. The evening led in a relaxed manner to new insights from unexpected quarters and contributed significantly to the result of the strategic reorientation.