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Design a Better Business by Maarten van Lieshout, Erik van der Pluijm, Lisa Kay Solomon, Justin Lokitz, Patrick Van Der Pijl

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Page 26

EVERY JOURNEY STARTS WITH PREPARATION

Whether you’re about to go on a journey of exploration to understand your customer or design new business models for your future, preparation is key. You wouldn’t go into battle without preparing first. Likewise, you’ll need to prepare before launching a design (or redesign) initiative.

DESIGN IS ABOUT PREPARATION

The design process requires preparation in order for it to run well. You must prepare to observe and understand your customers, business, and context. You must prepare to ideate, prototype, and validate. What this boils down to is that to set yourself and your team up for success, you must prepare your team for the journey ahead, prepare your environment for the work that will ensue, and prepare your tools so that you’ll get the best results from everyone.

SET YOURSELF UP FOR SUCCESS

The design process may be different from many of the other processes you’re used to. For one, it is not really linear; it’s cyclical and iterative. It’s about embracing uncertainty. Not everything can be planned or controlled. It is also a full-contact team sport. Teams that take the time to prepare often enjoy much better results and outcomes. Design also requires physical space to work in. And not just people hunched over computers. The people designing the better business will need space to ideate, prototype, and validate. It also requires that you employ new tools, which also necessitate preparation in order to achieve the best results. Last ...

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