DE­SIGN THINK­ING + NEW BUSI­NESS MOD­ELS

ArabAd - - ROUND-UP -

the cus­tomer’s world (deep div­ing into what really mo­ti­vates to peo­ple, through prac­ti­cal ob­ser­va­tion and in­di­vid­ual dis­cus­sions), diverg­ing be­fore con­verg­ing (giv­ing space to ex­plore new ideas, sus­pend­ing judge­ment par­tic­u­larly on am­bi­gu­i­ties), and then quickly making ideas tan­gi­ble (through pic­tures, mod­els and pro­to­types, which then be­come the fo­cus for it­er­a­tive de­vel­op­ment).

Sim­i­larly, busi­ness model in­no­va­tion is not new. Back in the 1959, Xerox cre­ated an in­cred­i­bly pow­er­ful copier, but found that few com­pa­nies could af­ford the high price of the new ma­chine. By mov­ing to a sub­scrip­tion­based model, low rental fee then pay per copy above a cer­tain num­ber of sheets, it be­came at­trac­tive, and an in­cred­i­ble suc­cess. Com­bin­ing de­sign think­ing, with the well-known ap­proaches of Alex Oster­walder and oth­ers, we worked

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