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Design a Better Business

Book Description

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.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Introduction
    1. Design a better business
    2. The double loop
  6. Prepare
    1. Intro Every Journey Starts with Preparation
      1. Prepare Your Team
      2. Prepare Your Environment
    2. Skill Master Facilitation
    3. Skill Managing Energy
    4. Tool Prepare How you work (TOGETHER)
    5. Tool Screenplays
    6. Tool Team Charter
  7. Point of View
    1. Intro Your Point of View
    2. Skill Dare to Step Up
    3. Tool Your Vision of The Future
    4. Tool 5 Bold Steps Vision® Canvas
    5. Case Sharing The Vision of Ing Bank
    6. Tool Cover Story Vision® Canvas
    7. Tool Design Criteria
    8. Tool Storytelling Canvas
    9. Case Telling The Story of Audi
  8. Understand
    1. Intro Seek To Understand
    2. Skill Master Observation
    3. Skill Master Questioning
    4. Case Wavin Loves Plumbers
    5. Tool Customer Journey
    6. Tool Value Proposition Canvas
    7. Tool Context Canvas®
    8. Tool Business Model Canvas
  9. Ideate
    1. Intro Become A Creative Genius
    2. Skill Master Ideation
    3. Case Toyota Financial Services and The Big Idea
    4. Tool Creative Matrix
    5. Tool Business Model Canvas Ideation
    6. Tool Wall of Ideas
    7. Tool Innovation Matrix
  10. Prototype
    1. Intro The Maker Mindset
    2. Skill Master Prototyping
    3. Case Autodesk Prototypes The Future
    4. Tool Sketching
    5. Tool Paper Prototyping
  11. Validate
    1. Intro Kill Your Darlings
    2. Skill Master Validation
    3. Case Gosparc, Master Of The Pivot
    4. Case Onetab, Pivot To Victory
    5. Tool Riskiest Assumption Canvas
    6. Tool Experiment Canvas
    7. Tool Validation Canvas
  12. Scale
    1. Intro When To Scale
      1. The Continuum Of Scale
    2. Case Different Ways To Scale
    3. Case Matter. The Design-Driven Accelerator
    4. Case Mastering Business Ambiguity CCA
    5. Tool Investment Readiness Level
  13. Appendix
  14. Index