Design is important. We stipulate that design is about more than sexy products. We get that design is about delivering a compelling customer experience. We know that business model innovation is fundamentally about designing new ways to create, deliver and capture value. Now, can we get on with putting design thinking and process to work to enable business model innovation?
No more books are needed to convince us that design thinking and process are a priority. They are important tools. If you want to convince us, stop talking about design thinking, and start putting it to work to mobilize new business models, transform customer experiences and enable real systems change. Business model innovation requires a strong design vibe that leads to trying more stuff and putting the tools to work rather than the navel gazing of today’s design thinking debate. It is time to move the design conversation to a new, actionable, place.
We need more mad designers focused on customer experience and business model innovation. If you don’t have design talent in your organization doing more than product and website design you are making a mistake. Whether you are interested in business model innovation or not you should be leveraging design thinking and process to improve your customer experience. It is a requirement for business model innovation. In fact, maybe we need to bang together the heads of mad scientists and mad designers.
[Excerpt, click on the link to read the rest of this post.]
By Saul Kaplan, Author of the new book, The Business Model Innovation Factory, and Founder / Chief Catalyst, BIF Conference
(We’re reposting this again from last week, as part of our series on Design Thinking.)