Evaluating Business Design
01.10.2019As with any design process, business design creates a multitude of possibilities that you will have to choose between sooner or later. Unfortunately, the iterative selection in the usual design process costs too much time at a certain number of variants. In business design, however, time is always an issue. So at the end of 2018, my colleagues and I developed a reliable list of questions that speeded up the decision-making process and reduced the risk of taking the wrong path. In addition, the questionnaire opens up the possibility of including important social issues directly into the design 🤯
New Innovation Sweet Spot
Thanks to IDEO, the well-known perspectives on innovation projects, Desirability, Feasability and Viability, have, thank God, contributed to integrating customer centricity into the development process. However, by now it should go further: At least since the advent of digital communication, we have seen a growing awareness of societal goals, such as environmental protection. Companies that contribute to a better future are being celebrated. Companies that do not will be punished by the B2C market. In order to reduce the risk of ongoing shitstorms and protests, it is therefore in the companies’ interest to consider social goals at their core. Obviously, it is a good thing in itself to stop polluting the planet or creating social injustice, regardless of possible market reactions 💀
So I think we should take this perspective into account when we talk about the Innovation Sweet Spot. This leads to a new category in the questionnaire: Impact.