{"id":667,"date":"2018-12-08T16:31:48","date_gmt":"2018-12-08T14:31:48","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=667"},"modified":"2018-12-08T16:31:48","modified_gmt":"2018-12-08T14:31:48","slug":"why-business-design-is-the-most-important-skill-of-the-future","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/why-business-design-is-the-most-important-skill-of-the-future\/","title":{"rendered":"Why Business Design is the Most Important Skill of the Future"},"content":{"rendered":"
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T<\/span>he times of pure\u00a0Design Thinking<\/a>\u00a0are over: Certainly, the last years have seen the rise of Design Thinking and similar processes (most lately\u00a0design sprints<\/a>) that help entrepreneurs and managers to create more user-centered products and services. They are great tools to spawn desirability in customers. Nevertheless, they often fall short in creating a sustainable business model. Business Design is the remedy to this problem.<\/p>\n

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Fig. 1\u200a\u2014\u200aInnovation happens at the intersection of business (viability), design (desirability) and tech (feasability)<\/figcaption><\/figure>\n

A business idea is not yet a business\u00a0model<\/h3>\n

Business Design is on the rise. In the last years a series of\u00a0influential books<\/a>\u00a0has been published with a clear focus on the creation and development of business models. They got special notice in the startup scene and beyond.<\/p>\n

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Fig. 2\u2014 Business Design uses a special skill set and information on the status quo to develop a business model. (This is the first of a series of representations of Business Design throughout the article that are based on discussions among Business Designers at our company.)<\/figcaption><\/figure>\n

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.<\/p>\n

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.<\/p>\n

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Fig. 3\u2014 The tools and methods of Business Design can be ordered on two axes to create a 2×2 matrix\u200a\u2014\u200aone of our favorite\u00a0charts.<\/figcaption><\/figure>\n

There are the first schools that offer programs in Business Design (e.g.\u00a0International Design Business Master<\/a>\u00a0at Aalto University in Helsinki,\u00a0Leadership in Digital Communication<\/a>\u00a0at Berlin University of Arts)\u200a\u2014\u200abut by large it is still a developing field and scarcely formalised.<\/p>\n

Business Design\u200a\u2014\u200afour working definitions<\/h3>\n

Following that openness, I will not give a fixed definition of Business Design but present variations that we use in in our daily work at\u00a0Service Innovation Labs<\/a>.<\/p>\n

Business Design\u00a0\u2026<\/p>\n