This post appeared on the Fortune Magazine site here and was adapted from my new book, The Business Model Innovation Factory.
Believe in the power of design. Through it, we will chart the landscape of possibility - designing, testing and prototyping new terrain. Be a market maker rather than a share taker.
Business model innovators are always seeking out places and events with a strong design vibe. They love to hang around really smart design thinkers and the places they hang out in hopes that some of it will rub off. I am convinced that design thinking and process is a key enabler of business model innovation so I have been hanging out with lots of design types. If you hang around enough designers you immediately get pulled into their active conversation about design’s place in the innovation narrative. After participating in many of these conversations I am left with a strong sense that the design community needs to move on from the incessant argument over the importance of design thinking and process. It is time to claim victory. Get over it. The argument is boring. 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?
To read the full, original article click on this link: The Problem With Design Thinking « It’s Saul Connected
