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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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Page 48

YOUR POINT OF VIEW

Every design journey starts somewhere. Perhaps that somewhere is a brand-new company searching for its sustainable (money-making) business model. Or maybe the journey is being taken by an existing business looking for new directions so it can stay competitive and grow. In every case, the journey you take will start with a point of view.

Whether it’s about a market, or a customer, or a product or service, or even a competitor, we all have a point of view. Being at the center of the design journey, your point of view is your most valuable asset. It provides the litmus test for what’s real and what’s just a mirage. As a designer you are responsible for actively shaping your point of view based on what you learn along the way.

THE FIRST STEP IS ALWAYS THE HARDEST

Developing new business ideas from scratch can seem like a daunting task. When you’re a startup, you have hope in your heart that your company will become the next big thing. You work hard at developing and selling your product – but often, the harder you work, the further away your away dreams seem to be. When you’re an established business, you’ve been driving the same executional strategy for many, many years. Your shareholders enjoy the fruits of your labor in the form of increasing share prices and dividends, and your board looks to past growth for future strategy. However, these past successes may become a burden as you try to steer your company into new waters.

To create change, you must start ...

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