DESIGN THINKING + NEW BUSINESS MODELS
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