Page 250 - The Design Thinking Playbook

What happens in the validation loop?

8) Look at the decision-makers and potential team members in the business ecosystem
We designed the system in phases 1 to 7. But only reality shows whether our ideas are really viable. In
the validation loop, we consider with what specific actors we initially want to validate and develop our
system. The so-called interspecific relationship between participating individuals and teams ensures
the existence of a business ecosystem. This involves understanding the personal interests, needs, and
motivations of those involved. Especially in a symbiosis (in the wider sense), in which all individuals benefit
from the interaction, positive effects are generated, which lead to the growth of the system. Alongside the
rational decision to be part of the ecosystem, personal motivation (e.g., from a decision maker) is at least
as relevant.

What happens in the realization loop?

9) Form a motivated team for the design of the new business ecosystem
When designing business ecosystems, we have taken into account the needs of customers/users and of
the actors. For a successful implementation, we also need the people who create the business ecosystem.
The decision makers set the framework conditions, such as range of the MVE, budget, time frame, and so
on. They are the enablers of the projects. The teams are the actual doers, who contribute positive energy,
intrinsic motivation, interest, and skills.

10) Build the business ecosystem step by step with an MVE
Decision makers
Use the design thinking mindset and the approaches of lean start-up and agile development to build the
Team
ecosystem iteratively and improve it. Create prototypes and test them systematically. The redesign of
Strategy
ecosystems of maturity level 3 (i.e., those that effectuate a radical change in the market and revolutionize Business
entire industries) constitutes a challenge to traditional businesses with regard to digital transformation. Digital
The corporate culture, the lived mindset, and the ability to think in business ecosystems are therefore
critical to success, alongside the elements already described.
Context
Benefits
Brand
environment

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