Page 240 - The Design Thinking Playbook
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KEY LEARNINGS
Design business models
• Start with design thinking to capture customer needs and get to the problem/solution fit.
• Use the lean canvas to summarize the findings from design thinking.
• Create different business model and lean canvas variants of your idea and select the most promising.
• Take your time: A good business model rarely emerges within a few hours; valuable insights are gained over
the course of time.
• Determine a very good unique selling point and value proposition. Use a variety of tools and experiments for
it: for example, the customer profile or the NABC analysis for inferring the value proposition.
• Reduce the risk systematically through experiments and adapt the lean canvas.
• Modify your business model at a later point in time when the market requires it or the customers desire it.
• Combine design thinking, research, co-creation, and lean start-up approaches even at established companies
for innovation projects.
• Consider lean management approaches early in order to optimize efficiency and effectiveness in the case of a
high level of scaling.
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