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ABOUT THE BOOK
Whether you are a business leader, aspiring entrepreneur, corporate innovator, growth investor, social impact change agent, or enterprising student, Design a Better Business is more than a book: it’s the comprehensive guide to the new tools, skills, and mindsets required to master ambiguity and create value from uncertainty.
PRE-WRITTEN CONTENT
WHAT IS DESIGN A BETTER BUSINESS?
Design A Better Business introduces readers to the double loop design process, a practical approach to creating and growing value using collaborative and generative practices that anyone can learn and immediately try with their organizations. You’ll learn personal insights from thought leaders such as Steve Blank on innovation, Alex Osterwalder on business models, Nancy Duarte on storytelling, and Rob Fitzpatrick on questioning, among others.
With detailed visual guides to over 20 strategic tools and 48 case studies and real life examples from large corporations such as ING Bank, Audi, Autodesk, and Toyota Financial Services, to small startups, incubators, and social impact organizations, Design a Better Business is the most comprehensive and practical guide on how to launch and sustain innovation as a discipline in your organization.
WHY IS DESIGN THINKING IMPORTANT?
The world around you – and your business – is filled with uncertainty. But, within that uncertainty exist enumerable opportunities to design (or redesign) game-changing businesses. These opportunities are there for the taking, if you know how to look for them.
Traditionally, businesses have focused on detailed planning and hierarchy to maximize their operational efficiency, with great results. But in a rapidly changing world, it becomes equally important to develop the ability to quickly innovate and respond to changes rapidly.
Design Thinking is a way of thinking used by Designers that revolves around being flexible, experimenting, prototyping, and testing assumptions in the real world. Design Thinking is the tool organizations need to become agile and innovative.
THE DOUBLE LOOP DESIGN PROCESS
The Double Loop maps the design journey into 7 steps, starting with preparing for the journey, and ending with scaling your results. In the middle is a Double Loop: an iterative cycle of refining your point of view, building more understanding, generating new ideas, prototyping those ideas, and validating the outcomes of showing the prototypes to actual customers.
The Double Loop is founded on a simple observation: every project, product, company, change, or idea, starts with a point of view. It might be based on fact. It might be based on assumptions. Whatever your point of view, using it to create lasting change requires work and a movement from the beginning toward the goal line.
The Double Loop takes your point of view into account, while adding rigor and continuity to the design process. This means, that your point of view is always informed by understanding and that that understanding will spark new ideas, further enhancing your point of view.
The only way to start thinking as a designer is to live it. Feel the uncertainty in your bones when we take you on a design journey.
QUOTES FROM THE BOOK
We have the tools, technology, and data to take incubators and accelerators to the next level. We can offer Investors the metrics they need with the Investment Readiness Canvas. It’s time to play Moneyball!
//Steve Blank
Running an accelerator is not rocket science, but it requires a long-term vision, patience to build the ecosystem with knowledgeable partners, and the ability to pivot your business model.
//Ruud Hendriks & Patrick de Zeeuw – Startupbootcamp
While experiments are highly effective at testing guesses and assumptions, simply running experiments is not enough. The output of your experiments can only be as good as the quality of your input guesses. That’s why you need to use the right tools to find the riskiest assumptions and build the right experiments.
//Ash Maurya – The Lean Canvas
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RATINGS & AWARDS
Number 1, Management Book
Design A Better Business has reached the number 1 position in the Management Book list in the Netherlands.
INC Magazine: Must Read for 2017
INC magazine (Inc.com) selected Design A Better Business as one of 30 titles that are Must Reads for 2017.
Amazon: Hot New Release
Amazon selected Design A Better Business as the most promising new title in the section Strategy.
TESTIMONALS AND REVIEWS
Reading how this book describes the design journey through the Double Loop is interesting in itself, but the real value only becomes apparent when you start to bring it into practice and start to combine the visual tools. This is a book for doing design, more than reading about it.
Review by John Anderson on
I have just gone through this book and it is brilliant. The way the book is presented and designed is very compelling. The case studies show practical applications of the methods. The book offers a series of maps and canvasses. So it is an essential resource for any business designers and business professionals. I highly recommend it.
Review by Stephan Liozu on
Finally! One book that brings together all of the amazing tools that we need to create better businesses, run better meetings and build better futures. Lisa and her co-authors have compiled a fantastic resource guide that is not only beautifully designed but also puts everything you need right at your fingertips — with fast passes, checklists, tips, and guidelines for every step of your design journey. Their double-loop landscape lays out the entire process to follow to build your team, establish your point of view, understand your customer’s world, ideate, prototype and then scale and validate your ideas. If every company, non-profit and community used this book, we’d have a lot more happy customers, clients and community members the world over. Get started today – buy this book! I’m sure you’ll love it as much as I do.
Review by Denise Brosseau on