Abstract
The designing step of the business model layer of design thinking for strategy writes the play to perform on the strategic stage. Designing is about generating novel ideas and combining existing knowledge in a novel way to describe how the firm will conduct its business and compete in the future. Designing is about creating options for the future around the firm’s strategic focus. Designing is also about transforming those options into detailed business model prototypes that can be validated. The goal of the designing step of the strategy design process is to develop multiple testable prototypes of the firm’s target detailed business model. Designing focuses on what is new and/or what is different relative to the firm’s current detailed business model. The designing step is where the crucial creativity happens during the strategy design process. During the designing step the knowledge gained from the learning step and the environmental analysis, are used to generate innovative ideas around the strategic focus. Different ideation techniques are applied. The identified ideas are used to design multiple possible target business model prototypes. Commonalities are identified, consolidating different prototypes and leveraging ideas.
Design isn’t just about making things beautiful; it’s also about making things work beautifully—Prof. Roger Martin
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Diderich, C. (2020). Shaping the Strategy by Designing Business Model Prototypes. In: Design Thinking for Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-25875-7_10
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DOI: https://doi.org/10.1007/978-3-030-25875-7_10
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