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The Little Booklet on Business Design: Getting Started
By Jonas Altman, Monika Hestad and Mo-Ling Chui
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About this ebook
With the increasing importance of collaboration in the siloed world of business, the second edition of The Little Booklet on Business Design overlays people, technology, market, and structure – and it helps to understand how they might interact.
Business Design lets entrepreneurs use the principles of designers to
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Shapers: Reinvent the Way You Work and Change the Future
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Book preview
The Little Booklet on Business Design - Jonas Altman
The Little Booklet on Business Design: Getting Started
2nd Edition 2019
1st Edition 2013
This book is part of the series ‘The Little Booklet on…’
Published by Brand Valley Publications
© Brand Valley Design Ltd, London 2019
All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior permission of the publisher.
Jonas Altman and Monika Hestad have asserted their moral right under the Copyright, Designs and Patents Act, 1988, to be identified as the authors of this work.
Layout: Marianne Hollum Lydersen
Illustrations: Silvia Rigoni
Brand Valley Design Ltd
34B York Way
London, N1 9AB
United Kingdom
Brand Valley AS
www.brandvalley.uk
ISBN 978-1-912220-04-5
ISBN 978-1-912220-06-9 (e-book)
CONTENTS
Foreword by Mo-Ling Chui
The promise behind the title
Apply tried-and-tested design practices to help you launch your business.
A worthy idea
A business idea holds value when it proves it is an attractive proposition for a customer.
The step-by-step process
Provides a straightforward framework for developing your business idea.
Thoughts on the process
Step behind the scenes to see what makes up the four staged process: Frame, Validate, Shape and Activate.
The business designer’s hat
Explore five key concepts vital to enduring entrepreneurship.
Helpdesk
Reference list, recommended additional resources and tools.
The team behind this booklet
Business Design helps entrepreneurs and
business developers take the principles of
designers to turn their ideas into reality. The method
starts with your customers’ needs, incorporating
your vision and learning from your own experiences.
By combining analysis and strategic thinking with
intuition and visualisation, you’re better equipped to
create impactful business ventures.
FOREWORD
By Mo-Ling Chui
I’m so pleased to write the foreword to this new edition of The Little Booklet on Business Design, which condenses and crystallises a wealth of knowledge, practice and business experience into a handbook format.
Deceptively simply, Jonas and Monika are able to distil current business design thinking into a clear practical framework. Because this has evolved out of workshops and their own practices as educators, designers and business consultants, the concepts and stages presented are adaptable to many different contexts. This mighty little booklet is packed with invaluable advice and strategic thinking for those wanting to birth business ideas and those wanting to re-orient, grow and refine purpose.
Design and innovation have always been key business competencies, now more than ever, in a changing contemporary business environment where uncertainty, disruptive technologies and new revenue models are the new normal. The Design Value Index reported that design-driven companies have outperformed the S&P (stock market) Index by 219% over 10 years.¹
However, you don’t have to be a tech start-up to be agile, prototype, validate and test. The Business Design framework can be effectively applied to lemonade stands, home brands, services or digital products. The tools and process set forward in this
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