Design a Better Business by Patrick Van Der Pijl, Justin Lokitz, and Lisa Kay Solomon

Last updated: Aug 13, 2023

Summary of Design a Better Business by Patrick Van Der Pijl, Justin Lokitz, and Lisa Kay Solomon

Design a Better Business is a book written by Patrick Van Der Pijl, Justin Lokitz, and Lisa Kay Solomon. It provides a comprehensive guide on how to apply design thinking principles to transform and improve business practices.

The book starts by introducing the concept of design thinking and its relevance in today's rapidly changing business landscape. It emphasizes the need for businesses to adopt a more customer-centric approach and to constantly innovate in order to stay competitive.

The authors then present a practical framework called the "Design a Better Business Canvas," which is a visual tool that helps organizations map out their current business model and identify areas for improvement. The canvas consists of nine key building blocks, including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

Throughout the book, the authors provide numerous real-world examples and case studies to illustrate how different organizations have successfully used the canvas to redesign their business models and create value for their customers. They also offer practical tips and techniques for facilitating design thinking workshops and engaging stakeholders in the process.

In addition to the canvas, the book introduces several other tools and techniques that can be used to drive innovation and design better business solutions. These include prototyping, storytelling, journey mapping, and experimentation. The authors emphasize the importance of embracing a culture of experimentation and learning from failure in order to continuously improve and adapt.

Furthermore, the book explores the role of leadership in driving design thinking within organizations. It highlights the need for leaders to foster a culture of creativity, collaboration, and empathy, and provides guidance on how to overcome common barriers and resistance to change.

In conclusion, Design a Better Business is a comprehensive guide that provides practical tools, techniques, and frameworks for applying design thinking principles to transform and improve business practices. It offers valuable insights and real-world examples that can help organizations become more customer-centric, innovative, and adaptable in today's dynamic business environment.

1. Embrace ambiguity and uncertainty

In today's rapidly changing business landscape, it is crucial to embrace ambiguity and uncertainty. The authors emphasize the importance of being comfortable with not having all the answers and being open to exploring different possibilities. This mindset allows businesses to adapt and innovate in the face of uncertainty, rather than being paralyzed by it. By embracing ambiguity, organizations can foster a culture of experimentation and learning, which is essential for staying ahead in a constantly evolving market.

One way to embrace ambiguity is through the use of design thinking methodologies. Design thinking encourages businesses to approach problems with a beginner's mindset, asking open-ended questions and exploring multiple solutions. This approach allows for a deeper understanding of customer needs and enables businesses to create innovative solutions that meet those needs. By embracing ambiguity and uncertainty, businesses can unlock new opportunities and drive meaningful change.

2. Design your business model

Designing a business model is not just about creating a plan, but rather a continuous process of iteration and adaptation. The authors argue that a business model should be seen as a hypothesis that needs to be tested and refined over time. By taking a design-led approach to business model innovation, organizations can create more customer-centric and sustainable models.

The book introduces the Business Model Canvas, a visual tool that helps organizations map out and understand their business model. This canvas consists of nine building blocks, including customer segments, value propositions, channels, and revenue streams. By visually representing these elements, businesses can gain a holistic view of their model and identify areas for improvement. Designing a business model is not a one-time activity, but an ongoing process that requires continuous experimentation and adaptation.

3. Foster a culture of innovation

Innovation is not just the responsibility of a few individuals or departments; it should be ingrained in the culture of an organization. The authors emphasize the importance of creating a culture that encourages and rewards innovation at all levels. This includes providing employees with the autonomy and resources to experiment, as well as creating a safe space for failure and learning.

One way to foster a culture of innovation is through the use of design sprints. Design sprints are a time-constrained, collaborative process that allows teams to rapidly prototype and test ideas. By bringing together cross-functional teams and providing them with a structured framework, organizations can accelerate the innovation process and drive meaningful outcomes. Fostering a culture of innovation requires a shift in mindset and a commitment to continuous learning and improvement.

4. Understand your customers deeply

Successful businesses are built on a deep understanding of their customers' needs, desires, and pain points. The authors stress the importance of empathy in the design process, encouraging businesses to put themselves in their customers' shoes and truly understand their perspective. By gaining a deep understanding of customers, organizations can create products and services that truly resonate and add value.

The book introduces the concept of customer journey mapping, a tool that helps organizations visualize and understand the end-to-end experience of their customers. By mapping out each touchpoint and interaction, businesses can identify pain points and opportunities for improvement. Understanding customers deeply requires ongoing research and feedback, as customer needs and preferences evolve over time.

5. Collaborate across disciplines

In today's complex business environment, collaboration across disciplines is essential for driving innovation and creating meaningful solutions. The authors emphasize the importance of bringing together diverse perspectives and skill sets to tackle complex challenges. By collaborating across disciplines, organizations can leverage the collective intelligence of their teams and create more holistic and impactful solutions.

The book introduces the concept of the "T-shaped professional," someone who has deep expertise in one area but also possesses a broad understanding of other disciplines. T-shaped professionals are able to bridge the gap between different functions and facilitate collaboration. Creating a culture of collaboration requires breaking down silos and fostering a sense of shared purpose and trust.

6. Iterate and learn from failure

Failure is an inevitable part of the innovation process, and the authors argue that organizations should embrace failure as a learning opportunity. By adopting a mindset of experimentation and iteration, businesses can learn from their failures and make continuous improvements. The key is to fail fast and fail forward, using failures as stepping stones towards success.

The book introduces the concept of the "learning loop," a feedback loop that allows organizations to gather insights, test assumptions, and make informed decisions. By continuously iterating and learning, businesses can stay ahead of the curve and drive meaningful change. Embracing failure requires a shift in mindset and a willingness to take risks.

7. Design for sustainability

In today's world, sustainability is no longer a nice-to-have; it is a business imperative. The authors emphasize the importance of designing for sustainability, considering the environmental, social, and economic impact of business decisions. By integrating sustainability into the design process, organizations can create more resilient and responsible models.

The book introduces the concept of the "circular economy," an economic system that aims to eliminate waste and maximize resource efficiency. By designing products and services with a focus on circularity, businesses can reduce their environmental footprint and create value for both customers and society. Designing for sustainability requires a long-term perspective and a commitment to creating shared value.

8. Embrace digital transformation

In today's digital age, organizations need to embrace digital transformation to stay competitive. The authors stress the importance of leveraging technology to create new business models, improve customer experiences, and drive operational efficiency. By embracing digital transformation, organizations can unlock new opportunities and stay ahead of the curve.

The book introduces the concept of the "digital ecosystem," a network of interconnected platforms, products, and services that create value for customers. By understanding the digital ecosystem, businesses can identify new ways to create and capture value. Embracing digital transformation requires a willingness to adapt and a commitment to continuous learning and improvement.