Business Design combines human-centered design and business strategy to move beyond an idea to a more holistic business proposition.

Business Design is a practical, learnable discipline that has proven to work across all types of enterprises, and is anchored in the foundational framework – the 3 Gears of Business Design.

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Gear 1: Empathy & Deep Human Understanding
Understanding of who matters and deeply exploring what matters to them reveals fresh, original insights, and opportunities to create new and distinct value. 

Gear 2: Concept Visualization
Designing a richer and more compelling human experience creates new value. Iterative prototyping and co-creation helps translate imagined possibilities into tangible products and services that are meaningful to people.

Gear 3: Strategy & Activation
Defining the business requirements and activation plan to make big ideas valuable to both the market and to the enterprise brings strategic focus to your efforts and investments. 


To activate that framework, there’s nothing more powerful than the combination of design and business practices. Business Design draws upon tried and true design practices - a deep understanding people’s needs and exploring possibilities through iterative prototyping and co-creation in a rapid development process. Adding more horsepower to the innovation process, Business Design uniquely combines those practices with business principles on strategy, market sizing, monetization, risk-mitigation through, experimentation, opportunity validation, and resource planning.

This disciplined and collaborative approach has proven to help teams to contextualize opportunities, discover new human insights, develop bigger ideas faster and more holistically, define clearer and more competitive business strategies for success, and build the alignment needed to get traction in going to market.

“Any business leader who lacks the ideas, frameworks, and tools described in Design Works risks being irrelevant in the ultra-competitive business culture of the future”

- Tim BrowN,
Chief executive officer, ideo