Our Design Led Innovation client consulting or facilitation sessions often involves a business diagnostic activity, that is split into something I fondly call: hard and soft diagnostics.
A hard diagnostic, aptly called as it covers hard financial numbers, covers things like market share, revenue, profit, margins etc. This is a pretty meaty and tangible discussion, with a lot of great tools such as the Business Model Canvas by Alex Osterwalder or the Lean Canvas by Ash Maurya to support the discussion.
On the other hand, our soft diagnostic activity tends to cover the softer more human elements of a business. This includes things such as values, culture, meaning, customer needs and motivation. Much of this actually falls within the realm of Design Thinking, and as far as I know, there is no tool for this.
So I created one.
The Business Design Tool was inspired by the Startup Canvas created by our friends and partners the Design Thinkers Group. I co-facilitated a workshop on the Startup Canvas at the D.Confestival in Berlin last year, and adapted it from there. Check out the
original updated Startup Canvas here. Looks like they liked our addition of the DNA and Persona modifications, and added it to their tool!
The BDT has been tested extensively on corporations both large and small, start-ups, non-profits and even government agencies (where it would be called the Organization Design Toolkit). So now please print it out as a big banner, (2+ meters wide), try it out with your clients or team, and then let me know what you think?
The Business Design Toolkit is one of the many tools we have developed to help businesses leverage on Design Driven Innovation to make their customer’s lives better. If you would like us to help you out, do not hesitate to drop us a message at our contact page.
Brian Ling (Design Sojourn)
Brian is a multidisciplinary Design Leader with more than 18 years of experience leading strategic design programs that drives successful Brands and Fortune 500 businesses such as GE, Philips, Nakamichi, Flextronics, Ericsson, Hannspree, and HP. His passion is in helping organisations leverage on Design Driven Innovation to make people’s lives better.