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Design a Better Business by Maarten van Lieshout, Erik van der Pluijm, Lisa Kay Solomon, Justin Lokitz, Patrick Van Der Pijl

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UNCERTAINTY:YOUR SECRET WEAPON

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The world around you – and your business – is filled with uncertainty. But within that uncertainty exist innumerable opportunities to design (or redesign) game-changing businesses. These opportunities are there for the taking, if you know how to look for them.

The world has changed. Not only are consumer habits, technologies, and other trends uprooting once-thriving businesses, entire markets are shifting and emerging out of the uncertainty and unpredictable nature of today’s network economy. Interestingly (and infuriatingly to some), many of the companies leading the charge – and the change – did not exist two decades ago. It’s not that these new players are just lucky or employ smarter, more capable people. So, how is it that they’ve found gold in some of the most unlikely places? In a word: design.

Design is fundamentally about enhancing the way you look at the world. It’s a learnable, repeatable, disciplined process that anyone can use to create unique and qualified value. Design is not about throwing away the processes and tools you have. In fact, quite the opposite is true. Just as design has enabled countless upstarts to create new business models and markets, design will also help you decide when to use what tools in order to learn something new, persuade others to take a different course, and at the end of the day, make better (business) decisions.

Most of all, design is about creating the conditions by which businesses thrive, ...

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