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.
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.