What business design means and how it could make your projects stronger

It's a fact. Creatives don't want to think about numbers. It's commonly seen as the annoying part, and it's typically pushed until the end of the process. But, it's that the best way?

When we design identities, posters and websites, we always think about a system first. Every component should make sense and be part of something bigger, the end product. Designing a business is very much like that.


The business design practice takes pieces and processes from other categories like design thinking, lean startup, human-centric processes and digital transformation tools. It helps you to find spots, new possibilities and growth opportunities.

Mastering it, of course, it takes training and experience, but if you want to start applying some of its core values, begin by asking these questions:

What's your company's USP?
Try to identify what makes you different. The unique selling point. The reason why customers should go for you and not the competence.

Do you have an explicit business model?
Yes, you need to define it. How else do you think you'll sustain yourself and your team?

What kind of company culture do you have?
The way your organisation is structured says a lot about you. It could help you attract and retain talent, or leave you with a fragile team.

How do you look for new revenue sources?
If you are not agile enough, you might lose exciting opportunities. Leave space to innovate inside your team.

Of course, there is much more you can ask yourself, but let's leave that to the next chapter. At least for now, start with the basics and try to prioritise the business side of your ideas.