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This section describes a number of techniques and tools from the world
of design that can help you design better and more innovative business
models. A designer’s business involves relentless inquiry into the best pos-
sible way to create the new, discover the unexplored, or achieve the func- Design
tional. A designer’s job is to extend the boundaries of thought, to generate
new options, and, ultimately, to create value for users. This requires the 126 Customer Insights
ability to imagine “that which does not exist.” We are convinced that the 134 Ideation
tools and attitude of the design profession are prerequisites for success in
the business model generation. 146 Visual Thinking

Businesspeople unknowingly practice design every day. We design orga- 160 Prototyping
nizations, strategies, business models, processes, and projects. To do this, 170 Storytelling
we must take into account a complex web of factors, such as competitors,
technology, the legal environment, and more. Increasingly, we must do so in 180 Scenarios
unfamiliar, uncharted territory. This is precisely what design is about. What
businesspeople lack are design tools that complement their business skills.

The following pages explore six business model design techniques:
Customer Insights, Ideation, Visual Thinking, Prototyping, Storytelling, and
Scenarios. We introduce each technique with a story, then demonstrate
how the technique applies to business model design. Here and there we've
added exercises and suggestions for workshop activities that show you
specifically how the design technique can be applied. Book references are
provided at the end for those interested in exploring each technique in
more depth.

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