Page 260 -

1
2
3
4
5

Design

Adapt and modify the business model
in response to market response

activities critical success factors key dangers seek alternative revenue streams, and explore the value of multiple
254 distribution channels. Try out different business model patterns (see
› 9iX`ejkfid › :f$Zi\Xk\ n`k_ g\fgc\ ]ifd XZifjj › NXk\i`e^ [fne fi jlggi\jj`e^
k_\ fi^Xe`qXk`fe Yfc[ `[\Xj p. 52) to explore and test new possibilities.
› Gifkfkpg\
› 8Y`c`kp kf j\\ Y\pfe[ jkXklj hlf › =Xcc`e^ `e cfm\ n`k_ `[\Xj kff hl`Zbcp
› K\jk To test potential business models with outside experts or prospective
› KXb`e^ k`d\ kf \ogcfi\ dlck`gc\
› J\c\Zk clients, develop a narrative for each and seek feedback on your telling
Ylj`e\jj df[\c `[\Xj
of each model’s “story.” This is not to imply that you need to modify
The key challenge during the Design phase is to generate and stick your model based on each and every comment. You will hear feedback
with bold new models. Expansive thinking is the critical success such as “this won’t work, customers don’t need it,” “that’s not doable,
factor here. In order to generate breakthrough ideas, team members it goes against industry logic,” or “the marketplace just isn’t ready.”
must develop the ability to abandon the status quo (current business Such comments indicate potential roadblocks ahead but should not
models and patterns) during ideation. An inquiry-focused design be considered showstoppers. Further inquiry may well enable you to
attitude is also crucial. Teams must take the time to explore multiple successfully refine your model.
ideas, because the process of exploring different paths is most likely
to yield the best alternatives. Iqbal Quadir’s quest to bring mobile telephony to poor rural villagers
in Bangladesh in the late 1990s provides a powerful example. Most
Avoid “falling in love” with ideas too early. Take the time to think industry experts rejected his idea, saying poor villagers were pressed by
through multiple business model options before selecting the one more basic needs and wouldn’t pay for mobile telephones. But seeking
you want to implement. Experiment with different partnership models, feedback and developing contacts outside the telecommunications

!"#$%&'(%)*+(%,,---.28 /012013---/433-67