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Design a Better Business: New Tools, Skills, and Mindset for Strategy and Innovation

Design a Better Business: New Tools, Skills, and Mindset for Strategy and Innovation





This book stitches together a complete design journey from beginning to end in a way that you’ve likely never seen before, guiding readers (you) step-by-step in a practical way from the initial spark of an idea all the way to scaling it into a better business. Design a Better Business includes a comprehensive set of tools (over 20 total!) and skills that will help you harness opportunity from uncertainty by building the right team(s) and balancing your point of view against new findings from the outside world.

This book also features over 50 case studies and real life examples from large corporations such as ING Bank, Audi, Autodesk, and Toyota Financial Services, to small startups, incubators, and social impact organizations, providing a behind the scenes look at the best practices and pitfalls to avoid. Also included are personal insights from thought leaders such as Steve Blank on innovation, Alex Osterwalder on business models, Nancy Duarte on storytelling, and Rob Fitzpatrick on questioning, among others.


Design a better business and the double loop 08


Prepare your team, your environment, and how you work 24

Point of View

Be a rebel, develop your vision, create design criteria 46


Understand your customer, context, and business 82


Learn to ideate, expand your ideas, and select ideas 124


Bring ideasto life, sketch, and make prototypes 152


Find the riskest assumption, experiment, and pivot 180


When and how to scale, Investment Readiness Level 214


Index, the team, and acknowledgments

"This book is visually appealing and the design, illustrations and layout of the pages draw the reader in and make the journey of reading the book so interesting and informative. This book is a must read for anyone contemplating starting a business."  (Management Services, June 2017)