Guiding Principles for Business Design

We condensed our experiences and best practices into six central guiding principles. They are employed throughout all our projects and we stick to them - even if our customer tries to soften them up. Get to know them in this article.
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Bernhard Doll

Business Design Maverick

  • Dream big, act small
    We aim high but always start with small steps. We learn under real conditions in an iterative development and learning process.

  • Customers first
    We strive to understand the world of our customers (and their customers) - better than they do themselves. Sometimes, we focus more on the today's world. Sometime we envision the future of customers.

  • Think business, not product
    We don't rest until we have found a promising business model - technology is never enough.

  • Facts over opinions
    Believing in your own opinions on how the future might be is a risky bet. We replace opinions with facts to make better decisions. No facts = no decision.

  • #GOOTFB... stands for "Get Out Of The F*** Building"
    New business is never built in workshop rooms. The magic usually happens "on the street" when you are with customers or in a workshop building prototypes.

  • Demo or die
    We don't talk about ideas, we always show a "demo" that visualizes the value or benefits of the idea. If you can't demo your idea, don't waste other's time.

Other important principles are:

  • Action beats intention
    Creating innovation is more about doing than thinking. The best intention to find someday a world-changing idea is great but building "something" and improving it passionately and deliberately is way better. 

  • Be visual
    Creating something new implies that we have to deal with ideas that are hard to imagine. Making the intangible tangible is essential in Business Design.

  • Plan do. Plan do. Plan do
    Well, this is the essence of development and learning processes. We don't plan the perfect business, we build it in iterative cycles.

  • Learn and earn
    In an "agile" world, it is easy to end up in never-ending learning cycles. We strive to earn real money as quick as possible (which is also good for learning and your discussions with VCs ;-)

  • No bullsh*t
    Hollow phrases and buzzwords are a sign of ignorance. We try to use a language that is clear, decisive and without ambiguity.