Design Thinking helps entrepreneurs,
intrapreneurs and managers to
create more user-centered products and services, and to spawn desirability in
Design thinking alone falls short in creating a
sustainable business model however.
Business Design, enhanced by
Design, is the solution.
"The business model has always been an important
part of doing business, but recently the designing of businesses got a new
urgency. It is the advance of startups, quickly changing markets, and evolving
technological possibilities that make it ever more important to develop
innovative business models and rethink traditional ones. These circumstances
shorten the time that old business models can stay viable. Today there are
technological opportunities that enable lean implementation of business models
and make them change too fast for the long cycles of traditional R&D.
Business Design provides the tools and methods to
develop and test a business model. At the same time it makes the difference
between a service that is just a marketing stunt and one that is a sustainable
"Business Design …
is the application of design methods and
processes on the development and innovation of business models.
is about value creation and value capturing.
transforms a value proposition into real
making sense of new value creation by thinking
Business Design: Three
Strategic Business Design
Vision & Mission, Customer Focus, Brand
Attributes, Systemic Innovation 360,
Sustainability, Strategic Flexibility
Value Innovation, Value Chain Structure, Customer
Value Proposition, Customer Acquisition Strategies, Competitive Strategies,
Revenue Model, Growth Strategies
Organization, Systems, Processes,
Business Design process
Business Design is foremost a new systematic approach. It is
based on articulating assumptions, testing with prototypes,
iteration and fast learning. Usually we follow these three
Understand the market, its players, constituents and forces;
translate cross-industry best practices and articulate
Develop a business model prototype, evaluate it and identify the
most critical assumptions.
Test your model, learn, and iterate.
In our daily work we closely collaborate in teams with service
designers and software developers to deeply integrate our
business model with the value proposition of our product.
Business Design provides a perspective to entrepreneurs and managers to think
creatively about their business model and develop it further. The systematic
approach allows to test the viability of new ideas with few resources. In the
future this will be the critical competence that decides on success in an
At the same time, Business Design is still a developing field. Join the
discussion and tell us in the comments: