The Art of Business Design 2

8/9/2019 The Art of Business Design 2

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Copyright Cultivar Consulting Limited 2010

the art of

business design

an e-guide to authentic design thinking


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contents

introduction significant moments in time

sustainability & CSR

the next step - authenticity

authentic leadership a profound sense of purpose

thinking styles

design thinking

the design process the art of business design

James Rockchief business designer

cultivar consulting

the author


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introduction

this e-guide is designed to quickly stimulate yourthoughts and encourage you to act further

the booklet isnt a how-to manual, but more of asummary of my philosophy of invention as itapplies to designing business models

for established business leaders it explains whynow is the time to re-think, re-design and re-build for the future

for new start-ups it should stimulate you to thinkdifferently and freshly, to seek inspiration indesigning a business that really fires your

passion and help you to be more successful it describes how creativity and innovation can be

linked to business experience to invent new andmore effective business models

Its all about - The Art of Business Design


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significantmoments in time

sometimes events occur that give us a shock!

if they didnt happen our life would continue prettymuch as-is without the need to change

when they do arise it usually leads to disbelief,followed by realisation that the status-quo no longerapplies

9/11 was one of those days... perceptions aboutmanaging public safety and transportation changedovernight, our world was turned upside down

2008 was one of those years... when consumerismdriven by easy credit suddenly unravelled

these events are often called black swans high-impact, hard-to-predict, and rare occurrences, andwhen these significant emotional events hit us weneed to reframe our world...

in 2009 there arose huge public distrust in capitalmarkets after the banking sector crash, and in publicinstitutions after the scandal of MPs expenses

Most of us now realise thatgreed isnt good, and thatcapitalism needs to be re-invented to provide botheconomic and social development


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sustainability &CSR

sustainability isnt just about hugging trees

it has become a wide-ranging term that infers takinga long-term perspective of our future

in business it covers three principal areas -

environmental sustainability

societal sustainability

economic sustainability

this holy trinity of sustainability is usually groupedtogether to form a companys corporate sociability

responsibility (CSR) policy in the USA, CSR is often called the Triple Bottom

Line i.e. its focus is about their combined impact onhow to improve profitability - true capitalist thinking

but isnt focusing on bottom line profit inherentlyun-sustainable? doesnt taking short term profitsoften mean investment cutbacks? you cant saveyour way to sustainable long-term prosperity

now there is a new trend to something more genuine

a sustainable approach that works... authenticity


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authenticity authenticity is a set of values that guide individualsand organisations in facing the many tensions, forces,pressures, and influences of everyday life with

honesty and integrity

there are growing movements across the world thatare building knowledge and expertise in this field

every day more individuals, organisations andbusinesses are adopting authenticity as their way ofbecoming truly sustainable

authentic businesses display the following attributes:

P - they have aprofoundpurpose beyond profit, apurpose that is socially and/or environmentallypositive

I - they display integrity between communication andaction

R - they show respectfor others

S - they display sensibility to exploitation of resourcesand customers; and they have

U - a distinct and unique business personality


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authenticleadership

being a leader is a difficult role

a leader needs many qualities and skills

we know the ones who inspire us they are full of life and passion

they believe in the greater power of a teamover an individual

they are ethical and act with integrity

they trust people to act responsibly

they respect the needs of others

they have the courage to follow theirconvictions

above all, authentic leaders have a deep and truesense of purpose and deploy their energy inpursuit of it

people are always willing to follow inspiring andauthentic leaders

so why not be the leader others choose to follow?


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a profound senseof purpose

do you know your own life purpose? it defines youand helps you to know who you truly are

for most of us there is a gap between the life we areleading and who we truly are - this gap causesstress and the bigger the gap the more stress there is

when we know our life purpose and apply our

talents in pursuit of it we feel engaged, fulfilled andmuch happier - we become passionate in our work

and if a group of people with a shared purposework together their energy rises dramatically - in abusiness this energy delivers dramatic results

so do your employees know their purpose? what isit? does it align them? are they passionate?

authentic businesses focus on their profound senseof purpose to provide exciting work environments

they usually outperform their peers too...


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thinking styles it is well known that the brain has two distincthalves - left brain and right brain

thinking originates from either side

left brain thinking is described as logical,sequential, rational, analytical, objective - itfocuses on the parts

right brain thinking is described as random,intuitive, holistic, synthesising, subjective - it

focuses on the whole in business people are predominantly left brain

thinkers - they deal in reality

our education system is primarily designed tofoster and help develop these left brain skills

but artists and designers are predominantly right

brain people - they deal in creativity

so why cant these thinking styles can becombined?

they can - and this is now being recognised...


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design thinking leading business leaders have said we need to re-

think, re-design and re-build - but in ways that looknot at the past... but by embracing the future

society is changing, technology is rapidly

developing, competition is global and on-line the west realises it cant compete with low-cost

labour producers any longer, and is committed tocreativity and innovation as a competitive response

so its recently been said that design schools are thenew business schools - because its now apparentthat old-school businesses are out of date

leading business schools are beginning to developcollaborative links with the best art schools

top design companies like IDEO are now beingengaged in business and service design

creativity and innovation is needed to design thesebusinesses of tomorrow i.e. we need to inject a doseof right brain, abductive thinking, and we nowneed to ask ourselves what might be?

we can use the design process to provide aframework that helps us design our own businessof the future...


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the designprocess

designers manage the process of design indifferent ways, but there are similarities in everyapproach, covered by four common phases :-

discovery - the start of the project - beginningwith an initial idea or inspiration in which userneeds are identified

define - in which interpretation and alignment ofthese needs to business objectives is achieved

develop - where design-led solutions aredeveloped, iterated and tested within thecompany

deliver- where the resulting business model is

finalised and launched in the relevant market this process channels creativity in pursuit of

delivering innovative solutions

it provides a structure by which we can manageinvention...


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the art ofbusiness design

businesses are flexible amorphous structures thatneed to be responsive and change over time

business tensions come from different directions,including the economy, changing customer needs,competition, and shareholder expectations

sometimes these arise at different times, but veryoften they come together

authentic business architecture is a frameworkthat links the key elements of the business toprovide a flexible structure

any tensions cause the whole to flex together,meaning every part has to adjust accordingly

now we are re-thinking, re-designing and re-building we need to design a business of thefuture that can cope with these tensions

it needs to be based on the fundamentals ofauthenticity at its core - a new business culture

we need to focus on creativity and innovation todeliver excellence, engage our people, and exciteour customers by our passion

in short - The Art of Business Design


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contact us now

web: www.cultivar.co.uk

telephone : 44 (0) 121 443 5524

mobile : 44 (0) 7802 976806

email : [email protected] Rock
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The Art of Business Design 2