“Whenever a company designs a new product, service, or experience, it is essentially designing its business.”
Listening to John Stoddard from IDEO at a lunch seminar today I realized that according to IDEO’s definition of Business Design, what we do at the Masterprogramme of Business & Design is actually Business Design. Not very surprising you might think, considering the name of the programme. But to me it did come as quite a surprise. For two years I have been trying to define what we are doing, and why it is absolutely necessary to do what we do. We have ventured into the fields of marketing, accounting, service design, product design, advertising, innovation, management, organization, business model innovation but to name a few, so it has been difficult to quickly explain what we do. I have found that words like “a holistic approach” and “user focus” are important parts of it, but they don’t say enough. And finally I might have found the answer; Business Design.
Business Design seems like an adequate description of what we are doing. We are designing business, trying to make sure all aspects of the business are working well, and cohere well as a brand and as an organization.
I don’t think the concept Business Design is going to make it easier for me to explain to my grandma what I am doing, but it does feel good to have found a concept that quite well covers how design can be used in a business context, to create the holistic approach that is so often lacking.