Why Business Design?
As the world of business becomes evermore sophisticated and impacted by social and cultural factors, traditional models of management consulting fail to holistically understand both the context and condition of today's business problems. Business Design is a post-disciplinary and ethnographic approach to solving these problems, integrating perspectives from a wide arrange of practice and theory in a manner that celebrates the boundaries of disciplines as opportunities for co-creation and innovation instead of an impediment or boundary by which our work is contained.
As a Business Designer, I approach every problem with the desire to understand the big picture - from organizational culture to end-user experience. A holistic view of why you do business, how you do business, and what your business actually does is critical to identifying the things that inhibit your ability to grow, innovate, and create lasting value. I've learned that the most successful companies in the world are so because they've aligned three fundamental components of their business - brand, organization, and product / service.
Business Design Framework:
What Business Design Looks Like
I take a human-centered approach to Business Design that consists of three phases:
Phase One: Hear
Interviews & Research
Goal: Gain a deep understanding of your needs, aspirations, constraints, and the opportunities that lie ahead.
- Activate already existing knowledge.
- Gain a deep understanding of your brand, organization, and product or service
- Question assumptions
- Discover new insights
- Fuel inspiration.
Typical scenarios at this phase of the project include workshop style interviews with organizational leaders, users and customers, and project partners. With qualitative research, we’ll investigate all aspects of your business through the lens of our business design trivium - brand, organization, and product.
Phase Two: Create
Synthesis & Interpretation
Goal: A clear vision for the future of your business growth, and a strategy for achieving it.
- Translate insights into opportunities
- Develop strategic direction
- Determine solutions that are feasible and viable
There are three key activities in the Create phase: synthesis, brainstorming, and validating. This stage allows us to translate inspiration into ideas and stories into business design strategy. Validation is the process of determining the desirability, feasibility, and viability of business design strategies that are compelling for all constituents.
Phase Three: Deliver
Goal: The realization of the necessary tactics for long term growth and viability.
- Build the necessary teams, processes, and tools
- Activate growth tactics
- Measure what works
- Iterate and optimize
Implementation is the process of building the necessary systems in your business to achieve your business goals. Whether you are trying to cultivate a culture of innovation, design a new product, plan for succession, or grow into a new market, my team of partners and I will walk with you through every step.
Advisory and Consulting Services
Business Designers are required to consider a broad range of business facets, I'm always willing to discuss these facets with you on any level.
- Strategy (strategic planning and mapping, growth, value audits)
- Brand (design, nomenclature, strategy, engagement, activation, branded spaces)
- Marketing & Advertising (communications, content, CRM, touchpoints, digital media, storytelling)
- Organizational Design (culture building, soft systems, technology integration and adoption, human resources, workplace design, succession planning, leadership development)
- Product Development (ideation, design research, market research, prototyping)
- Virginia Mason Institute
- Seattle City Light
- Gramercy Cellars
- Loma Linda University Medical Center
- Lydig Construction
- Impact Hub
- Rwanda Partners
Learn More About Business Design
- Business Design: Becoming a Bilateral Thinker by Heather Fraser
- The Business of Design: Why Design Thinking is the Next Competitive Advantage by Roger Martin
- Designing Cultures: Post Disciplinary Practice by Monika Buscher and Leon Cruickshank