Design Thinking for Business Growth How to Design and Scale Business Models and Business Ecosystems

Designing and marketing great products and services is no longer enough for businesses to succeed. Digital business models and in particular, business ecosystems, are replacing the traditional understanding of product-focused business models. By 2030, more than 30% of global sales will be generated in business ecosystems. For companies, this means products and business models must now be designed with a particular customer business ecosystem in mind. Or it may be necessary to create a new ecosystem as part of a new family of products. Thinking for Business Growth explains the next step beyond design thinkingdesigning for new business models and business ecosystems

Author Michael Lewrick has worked very intensively in recent years on the mindset that enables us to solve different types of problems. He is a bestselling author, award-winning design thinking and business ecosystem design thought leader, business entrepreneur and visiting professor at various universities globally. His ideas, books, and company, Lewrick & Company, help mobilize people around the world to better lead innovation, digital transformation, and business growth in an era of increasingly rapid change.

Preface 7

Motivation for this book 14

Mindshifts 20

Design thinking for business growth 30

Definition of ecosystems as growth lever 47

Exercise: Start thinking in terms of ecosystems. Now! 72

Ecosystem Strategy 88

Design lenses toolbox 156

Reflection on design thinking for business growth 272

Design thinking for business growth examples 282