Business is Design

By Connie Svabo

Design is a resource for business thinking. Increasingly, design is used as a mindset which can help create clarity in a complex and fuzzy world, where core capabilities are the ability to cross domains and translate needs into solutions and business opportunities. According to global design service providers, businesses and education experts, design and business should no longer be seen as distinct activities with separate goals. Design should be incorporated into business approaches.

The film ‘Design the New Business’ makes this argument with help from scholars and practitioners such as Alexander Osterwalder (Co-Author of Business Model Generation), Willem Boijens (Head of R&D at Canon-Océ Technologies), and Benjamin Schulz (Service Innovation at Volkswagen). The documentary ‘Design the New Business’ features case studies and perspectives on why design and business no longer should be seen as distinct activities with individual goals. The film can be watched on vimeo and was created by 6 students from the Master in Strategic Product Design at the TU Delft in The Netherlands.

Design the New Business

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