what is happening?
Disrupt or be disrupted.
Volatility, uncertainty, complexity, and ambiguity (VUCA). These are the factors behind the death of businesses - startups and corporations alike. Disruptions are the result of hyper-competitive market, liquid social values, technology advancement, environmental degradation, and political roadblocks. This is an era where businesses are pressured to constantly re-think and adapt their business model at an accelerating pace in order to survive. Welcome to the 4th industrial revolution.
Kodak went into irrelevance towards its eventual bankruptcy as it failed to anticipate and monetize the digital camera and imaging opportunities. It was already too late when Kodak transitioned its business model. Kodak launched its digital camera. It was a major flop. The digital camera market was entering maturity phase with new market leaders who were not previously known in camera industry. Hello Sony, Nikon, Canon.
A classic case of disruption.
how WILL businesses win?
Differentiated competitive advantage.
There are three ways to win. Either being a low-cost leader, operate in a small niche market or being different. Since there can only be one true low-cost winner in every market and the niche market may be too small, the winning option is through differentiation. To be different, businesses must innovate to gain competitive advantage. To innovate, businesses must have the ability to design. However competitive advantage is transient, hence the necessity to continuously innovate to grow.
iPod, iPhone, iPad, iMac. Apple made it known to the world that good design means good business. It is also a prime example of how the mighty can fall when they fail to continuously innovate. In the recent years, Apple is facing its second fall after the passing of Steve Jobs.
Apple needs to re-gain market leadership through innovation.
Why is design important to businesses?
Design is a key strategic driver for innovation and growth.
App design, interior design, designer shoes. This conventional understanding of design is becoming outdated. Design is evolving in three ways.
1. Shifting Role of Design
Design is shifting from noun to verbs. From "what is" to "how it works". From silo to multi-disciplinary approach. Design is rapidly recognized more than an aesthetic layer to be placed at the end of process. It's true potential lies in designing experiences and systems for businesses, governments, and non-profits, as a strategic driver for innovation and growth.
2. Hybrid Thinking
Business thinking will always be required, but it no longer reigns alone. Two types of thinking are emerging with an increasingly recognizable value - design thinking and futures thinking. They are becoming prevalent for companies to solve complex problems and future-proof against trends disruptions. Hybrid thinking must be nurtured to lead in the 21st century.
3. Merging of Disciplines
Design thinking, lean startup, business model innovation, branding, innovation management and business planning are proven disciplines valuable at different stages. Although their values are specific, each possesses overlapping approaches with one another. Companies are not fully aware of all disciplines, but they are crucial to drive growth without knowledge bias of one.
What is wrong with the current practiceS?
Cautionary pitfalls of practicing innovation.
Design thinking, lean startup, strategic foresight. These are some disciplines that have proven itself to create value resulting in business impact. However, have you ever met practitioners who claim that (insert discipline) is the “key” to business success? Practitioners claim that their respective discipline is the key missing value-added tool to aid business growth. This is not completely true.
Every discipline provides a specific value at different stages of a business, but never all. For example, design thinking is a great front-end innovation approach to generate new solutions, but it lacks the continuity to business operations. Likewise, a branding guru can not solve every business problem.
This is where practitioner's single-lens mindset may be incomplete as they fail to see the big picture, unable to draw connections how one discipline is connected to each other, and how various disciplines overlap in a system. After all, a business is a system with interlocking components and people that affect each other.
Businesses need to apply all disciplines, but not only restricted and practiced by one. This led to the creation of Business Innovation Design synthesizing all approaches, disciplines, mindset, methods, and tools into a framework that provides clarity to make better decisions.
a system to innovate
Business Innovation Design
How is BID different?
All in one, one for all.
Business Innovation Design seamlessly connects various disciplines in a framework tied by methods and tools. Every block consists of its own tools that gives decision-making clarity from various perspectives. It's modular approach enables the utilization of multiple processes designed for continuous innovation.
Holistic in Knowledge
Integrating proven disciplines (from Design Thinking, Lean Startup, etc) enables Business Innovation Design to have multiple approaches not fixed by one discipline.
Modular in Process
Unlike most methodologies, Business Innovation Design is not a linear process. It is a system to develop processes through a combination of methods and tools.
Iterative in Workflow
Designing solutions and businesses are never finished. There are always improvements to be made. Business Innovation Design is based on cycle-based approach consisting of 3 phases in each cycle.
Design in cycles of iteration
3 Phases of Business Innovation Design
Any solutions and businesses can be designed in the 3 phases. One cycle contains 3 phases, whereby a cycle represents a process to achieve certain outcomes. The idea is to design in cycles of iteration, as designing is never finished.
Understand the Context
Analyze business hindsight, user insights, and future foresight within the relevant context to identify valuable market opportunities and strategic directions.
Design the Value
Create new value propositions in the form of products, services, processes and brand experiences, integrating them to the core business ecosystem.
Orchestrate for Growth
Develop new business models, go-to-market strategy, capabilities, and management system to enable implementation and sustainable growth.