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

This core methodology draws from decades of business experience, 7 years of academic incubation and training of thousands business practitioners and students, along with advanced practical application at Vuka Innovation.

Application across many sectors and geographies has proven that Business Design is a practical, learnable discipline that can help create new value in any organization.

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The 3 Gears of Business Design
Designing a unique and viable business calls for:
1 - Understanding People
2 - Visualizing Solutions
3 - Devising a Strategy & Activation Plan

Creating new value entails creating new solutions to better meet people’s needs. Gear 3 entails capturing that value and carving out a distinct advantage in the market. That turns an idea into business.

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, exploring possibilities through iterative prototyping and co-creation to harness big thinking in a rapid development process. Adding more horsepower to innovation, Business Design uniquely combines those practices with business principles on strategy, market sizing, monetization, risk-mitigation through, experimentation, opportunity validation, and resource planning.


“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