Table of Contents

Introduction

Design a better business and the double loop 08

Prepare your team, your environment, and how you work 24

Be a rebel, develop your vision, create design criteria 46

Understand your customer, context, and business 82

Learn to ideate, expand your ideas, and select ideas 124

Bring ideasto life, sketch, and make prototypes 152

Find the riskest assumption, experiment, and pivot 180

When and how to scale, Investment Readiness Level 214

Index, the team, and acknowledgments

About the Author

Patrick van der Pijl is CEO of Business Models Inc. and producer of the worldwide best seller Business Model Generation. He is passionate about helping entrepreneurs, leaders, rebels and corporate companies to innovate their business model and design a future strategy.Justin Lokitz is the co-author of Design A Better Business: New Tools, Skills, and Mindset for Strategy and Innovation, a strategy blogger and frequent contributing author, as well as an experienced strategy designer and managing director of the Business Models Inc. offices in San Francisco and Silicon Valley, CA USA. He has 16+ years of experience of managing product strategies for large, multi-national corporations, like Autodesk and Oracle, as well as several startups.
Justin has a MBA in Design Strategy, from California College of the Arts, a BA in Environmental Science and Geography, from University of California Santa Barbara, as well as professional certifications in software development and product management, from University of California BerkeleyMaarten van Lieshout is partner at Thirty-X. He has applied visual thinking at an early stage for a Dutch idea factory, turning ideas into visual and tangible experiences. He always brings a new perspective to the table - and always stimulates others to get involved in the action.Erik van der Pluijm is founder and creative director at Thirty-X. He is passionate about visual thinking and making complex things simple. He mixes design, code and strategy, using his experience from art and design, artificial intelligence, computer games, and the startup scene.

Reviews

"This book is visually appealing and the design, illustrations and layout of the pages draw the reader in and make the journey of reading the book so interesting and informative. This book is a must read for anyone contemplating starting a business." (Management Services, June 2017)