This book stitches together a complete design journey from beginning to end in a way that youve likely never seen before, guiding readers (you) step-by-step in a practical way from the initial spark of an idea all the way to scaling it into a better business. Design a Better Business includes a comprehensive set of tools (over 20 total!) and skills that will help you harness opportunity from uncertainty by building the right team(s) and balancing your point of view against new findings from the outside world. This book also features over 50 case studies and real life examples from large corporations such as ING Bank, Audi, Autodesk, and Toyota Financial Services, to small startups, incubators, and social impact organizations, providing a behind the scenes look at the best practices and pitfalls to avoid. Also included are personal insights from thought leaders such as Steve Blank on innovation, Alex Osterwalder on business models, Nancy Duarte on storytelling, and Rob Fitzpatrick on questioning, among others.
Introduction Design a better business and the double loop 08 Prepare Prepare your team, your environment, and how you work 24 Point of View Be a rebel, develop your vision, create design criteria 46 Understand Understand your customer, context, and business 82 Ideate Learn to ideate, expand your ideas, and select ideas 124 Prototype Bring ideasto life, sketch, and make prototypes 152 Validate Find the riskest assumption, experiment, and pivot 180 Scale When and how to scale, Investment Readiness Level 214 Appendix Index, the team, and acknowledgments
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