NEW TOOLS, SKILLS AND MINDSET FOR STRATEGY AND INNOVATION
ININCCLUL
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DING G PPEERRSO S AANND E ONNAALLININSSIGH D EXXPPERIE IGHTSTS ERIENNCES CESOOF
3300 DDES E IG E F AANNDDTTHOUGSIGN HOUGHT LEANERRS HT LE DERS S ADER
S
Written by Patrick van der Pijl, Justin Lokitz, and Lisa Kay Solomon Designed by Erik van der Pluijm & Maarten van Lieshout
E R P
W E VI
P
RE
HOW TO
W E I V CONTENTS INTRODUCTION
P08
PREPARE
P24
POINT OF VIEW
P46
UNDERSTAND
P82
Design better business and the double loop Prepare your team, your environment, and how you work Be a rebel, develop your vision, create design criteria Understand your customer, context and business
IDEATE
P124
PROTOTYPE
P152
VALIDATE
P180
SCALE
P214
INDEX
P254
Learn to ideate, expand your ideas, and select ideas Bring ideas to life, sketch and make prototypes Find the riskiest assumption, experiment, and pivot when and how to scale, investment readiness level Index, the team, and acknowledgments
8 48 20 7 29 36 >150
CHAPTERS CASE STUDIES TOOLS CORE SKILLS DESIGNERS HACKS VISUALS
USE THIS BOOK FILLED WITH PERSONAL STORIES AND EXPERIENCES FROM 29 DESIGN PRACTITIONERS AND THOUGHT LEADERS SUCH AS... STEVE BLANK
SERIAL ENTREPRENEUR, AUTHOR, LECTURER P.243
DOROTHY HILL
VP OF STRATEGY, ING BANK P.63
ROB FITZPATRICK
AUTHOR, THE MOM TEST P.89
TOOL ICON LEGEND PERSONAL This tool requires personality TANGIBLE This tool helps you build something GENERATE OPTIONS This tool helps you to create options CREATE FOCUS This tool helps you to decide and select
We’ve designed this book with you in mind! Unlike most books, this one can be read in several ways. For one, you can read this cover-to-cover. The chapters build on each other. You can also scan for things that interest you, like new tools and skills. Additionally we’ve
NORMAL SESSION Normal work session PRESSURE COOKER High intensity session TEAM SIZE Small or large team sizes REVISIT How often do you need to revisit this
included fast passes in this chapter (page 22) in case there is something specific you want to learn about right now.
W ble E I V l ta d
E visua ts an R P a en d t ith on en W f c leg o
P
E R
W E VI
FAST S E S S PA SW WA N T Q U I C K A N
E R S?
tracks so with some fast u o y ed d vi ro p We have r your in line waiting fo d an st to e av h you don’t the relwill guide you to ks ac tr st fa e es future. Th om the studies. Learn fr se ca r o s, ill sk , ls evant too it now. thers and apply experience of o
I WANT TO DESIGN A STRATEGY
to take my team to I need a plan of action te. our desired future sta
PAGES: STEPS: l(s) de mo ess current busin
Understand your serving your customers by ob and understand 86 ions and asking quest ur yo ng ati cre view by Develop a point of® vision and transform your ion vis ps ste ld bo 5 58 s ate seeing if it reson into a story and 142 ns tio model op Ideate new business 152 propositions ue val w ne e Prototyp
O I WA N T TO DL A N N I N G BUSINESS P and readsheet beyond sp ith my team. ve o m to I want nning w usiness pla explore b
PAGES: in
operate STEPS: ntext you model current co Map the nt business your curre d n ta rs e Und customers ur (future) yo e rv se n b O ny’s visio ns ur compa odel optio Revisit yo n si u ess m b re tu fu Design rototype ideas to p Propose
110 114 98 56 142 152
I WANT TO DO A SWOT OF MY BUSINESS
I WANT A STRONG & SHARABLE VISON
I want to develop a North Star with my team so we know where we are hea ded.
UNDERSTAND INTRODUCTION BUSINESS FAST IS DESIGN PASSES
05
sses, What are the strengths, weakne business? opportunities and threats for my
PAGES: STEPS: iness 110 r bus Understand the context of you el(s) mod s ines bus r you Understand sses kne wea and s ngth stre ine Determ
86 117
STEPS: PAG
ES: Develop your point of view and make a cover story vision® with you r team 64 Validate your cover story inand outside your company 180
OVATE N N I O T T N A W I ESS N I S U B Y M W O /G R t we do shortcuts, bu There are no tracks so you st fa with some provide you waiting for stand in line don’t have to your future.
I WA N T TO W O R K AS A STARTUP Here’s how you ca n work lean and me an when you want to bring your idea to market. Learn from start-up s.
STEPS:
PAGES: Prepare your po int of view Understand: obse 48 rve and ask questions (!) 86 Ideate your busin ess model options 142 Sketch a low and hi fidelity prototyp e 172 Validate, validate , validate 180 Tell stories durin g your journey 72
STEPS: e Loop bl
Do the Dou
PAGES:
24
USE A FAST PASS OR PREPARE W s? FOR A FULL EVIE answere you JOURNEY PR d fast ses gtivcut! ee as or N st p sh a Fa
P
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UNCERTAINTY: YOUR SECRET WEAPON
E R
INTRODUCTION
UNCERTAINTY
The world has changed. Not only are consumer
on doing rather than on planning and prediction.
habits, technologies, and other trends uproot-
Better businesses marry design and strategy to
ing once-thriving businesses, entire markets are
harness opportunity in order to drive growth and
shifting and emerging out of the uncertainty and
change in a world that is uncertain and unpredict-
unpredictable nature of today’s network econo-
able.
07
my. Interestingly (and infuriatingly to some), many of the companies leading the charge – and the
This book will provide you with new tools, skills,
change – did not exist two decades ago. It’s not
and a mindset to harness opportunities born of
that these new players are just lucky or employ
uncertainty in order to design better businesses.
smarter, more capable people. So, how is it that
We’ve included tons of real-world examples of
they’ve found gold in some of the most unlikely
people who have mastered the fundamentals
places? In a word: design.
of design, as well as case studies of companies that have created change using design as the
The world around you – and your business – is filled
Design is fundamentally about enhancing the way
underlying foundation for decision making. And,
you look at the world. It’s a learnable, repeatable,
just as design is a repeatable process, this book
disciplined process that anyone can use to create
is meant not only to guide you on your design
unique and qualified value. Design is not about
journey, but as an ongoing reference to help you
throwing away the processes and tools you have.
scale the design beyond one project or product
In fact, quite the opposite is true. Just as design
to an entire company.
has enabled countless upstarts to create new
with uncertainty. But, with-
business models and markets, design will also
in that uncertainty exist
help you decide when to use what tools in order
enumerable opportunities to design (or redesign)
to learn something new, persuade others to take a different course, and at the end of the day, make better (business) decisions.
game-changing businesses.
Most of all, design is about creating the con-
These opportunities are
ditions by which businesses thrive, grow, and
there for the taking, if you know how to look for them.
evolve in the face of uncertainty and change. As such, better businesses are ones that approach problems in a new, systematic way, focusing more
y YOU’VE GOT nt W i a E t EVERYTHING TO GAINEVI uncer f our
PR g withe coreology. o
d n ali at th tho e D is me
W E I VDESIGNER: A REBEL WITH A CAUSE E R P
THE 7 ESSENTIAL SKILLS
IT ALL STARTS WITH THE CUSTOMER.
THINK AND WORK VISUALLY!
DON’T FLY SOLO. YOU ARE NOT SMARTER THAN EVERYONE ELSE.
Observing customers to
Working visually helps you to
Gather different insights by
Stories have a clear beginning
understand them will give you
see the bigger picture, gain
working together. Connecting
and end, and most likely they
fresh insights into their needs.
clarity on complex topics,
the brains in the room and in
have heroes your audience can
You must ask the right ques-
create a visual anchor for your
your market will enable you to
connect with. Cool stories stick.
tions to get the answers you
strategic conversations and
uncover hidden opportunities.
Cool stories will be told by oth-
seek.
engage with your audience.
TELL STORIES AND SHARE THE EXPERIENCE.
ers. Cool stories will spread.
INTRODUCTION
DESIGNER: A REBEL WITH A CAUSE
09
KEEP IT SIMPLE.
SET UP SMALL EXPERIMENTS AND LEARN SHIT.
EMBRACE UNCERTAINTY. IT’S CANDY FOR THE BRAIN.
Just start. Don’t try to build the
Every little iteration and
Except for change, there is no
final product. Don’t add
trial will net tons of useful new
such thing as certainty in busi-
features that don’t solve real
insights – things you wouldn’t
ness. Accept this and harness
problems.
have learned if you just started
opportunities from uncertainty.
building. Reality is different than what you assume.
W e7 s E I V e th kill
E crib tial s a R P es en as d ss ed r e e W st e ne ign o ou es m y d
E R P
W TOOL TEAM CHARTER E I V
PERSONAL session
Now that you’ve put all of these unusual suspects and diverse characters in one room together, how will you all agree on the agree on your goals, expectations, and values? And how will you deal with challenging situations? Design a team charter together!
± 30 MIN
SIGN THE CHARTER
TEAM VALUES
You don’t always get to decide with whom you work with. Even if
Together, you’ll need to decide on the values your team upholds as
pressure cooker
you do, there’s no guarantee that you’ll be successful. Conflicts
part of its collaboration. These values will help form the foundations
of interest and differing values or goals often get in the way of a
for a successful team, which will make it easier to reach its goal
team’s progress.
while reducing confusion about the team’s objectives. What’s more, the charter will provide clear guidelines about how team members
3-5 people per group
A team charter will help you create a blueprint for the engine
will work together and what each person will contribute, which will
behind a project: a well-balanced team. As a co-created document,
help ensure the team moves forward and not backward.
the team charter will help clarify the team’s direction while establishing boundaries.
Some of the things you’ll want to include in your team charter are the following: team members; team goals, expectations and the
The team charter serves two purposes. Firstly, using the charter as
purpose for existing in the first place; team values; how the team
an inward-facing document, team members can point out why the
handles trouble and obstacles; who the team leaders are. Don’t be
team was established in the first place, what the main focus is, and
afraid to add things like “have fun!” and energy sources, like “team
GOOD TO KNOW WHO YOU’RE TRAVELING WITH!
what direction the team will take to
dinner once per week”. These will go a long way in helping the
achieve its stated goals. Secondly,
team gel.
as an outward-facing document, the charter can help to educate
Whatever form your team charter takes, just make sure you’re all on
managers and other organizational
the same page. In the end you want to have a team of people who
leaders about the focus and direc-
build off each other, not a group of people who need to do a job.
tion of the team.
PREPARE
TOOL
TEAM CHARTER
11 TEAM CHARTER CANVAS
DOWNLOAD Download the team charter template from www.designabetterbusiness.com
DESIGN A BETTER BUSINESS
EXPECTATIONS
TEAM MEMBERS
TEAM VALUES
DRIVER
TEAM GOALS TROUBLE OBSTACLES
CHECKLIST
ENERGY SOURCES
You defined the team goal You defined the driver, team members and values
BY DESIGNABETTERBUSINESS.COM
You defined obstacles and energy sources
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TROUBLE What will you do when the shit hits the “van”? EXPECTATIONS What do the team members expect from each other in order to be successful?
TEAM MEMBERS Who is on the bus and what will each person individually bring to the team: e.g. role, personal core value, skills, personal slogan, character trait?
TEAM VALUES What are the values the team lives by? Are these values recognized by all team members?
DRIVER Who is behind the wheel? Who is navigating? OBSTACLES What could prevent the team from working together fruitfully and reaching their goal?
ENERGY SOURCES What generates energy in the group? What gets everybody running and going for the best results?
TEAM GOAL What is the goal the team wants to reach? When are all the team efforts successful?
You had everyone sign the charter
NEXT STEP
W to k E I V ols wor
E al To am ely R P su te tiv
Go get started with Point Of View!
vi ur fec 0 2 yo ef lp re he mo
P
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W E VI
POINT OF VIEW
THE DESIGN JOURNEY POINT OF VIEW
INTRO
YOUR POINT OF VIEW P48
SKILL
DARE TO STEP UP P50
TOOL
5 BOLD STEPS VISION CANVAS P58
BE A REBEL
CASE
SHARING THE VISION OF ING BANK P60
DEVELOP YOUR VISION
TOOL
COVER STORY VISION® CANVAS P64
TOOL
DESIGN CRITERIA P68
DESIGN YOUR STORY CREATE DESIGN CRITERIA
TOOL CASE
nd W u o STORYTELLING CANVAS P74 IE ed ar op V E bas e Lo it R TELLING THE STORY OF AUDI P76 P rs bl use e u pt Do to a ch the how 7 &
E R P
W YOUR POINT OF VIEW E I V Every design journey starts somewhere. Perhaps that somewhere is a brand new company searching for its sustainable (money-making) business model. Or maybe the journey is being taken by an existing business looking for new direction so it can stay competitive and grow. In every case, the journey you take will start with a point of view.
How to use a strong point of view to design a better business, read: “Zero to One” by Peter Thiel
Whether they’re about a market, or a customer, or a product or
To create change, you must start with your point of view, even
service, or even a competitor, we all have a point of view. Being
when the odds seemed stacked against you. Maybe you’re
at the center of the design journey, your point of view is your
thinking, “But it’s just my point of view! What changes could I
most valuable asset. It provides the litmus test for what’s real
possibly make based on what I think?!” You wouldn’t be wrong –
and what’s just a mirage. As a designer you are responsible for
or the first person – to think this. However, when you pair your
actively shaping your point of view based on what you learn
point of view with specific tools, skills, and a mindset to match,
along the way.
you absolutely create the change you’re looking for.
THE FIRST STEP IS ALWAYS THE HARDEST
BE A REBEL
Developing new business ideas from scratch can seem like a
If you’re looking to influence someone, especially someone you
daunting task. When you’re a startup, you have hope in your
need on your team to turn your point of view into a successful
heart that your company will become the big thing. You work
strategy, it may sound counterintuitive to say that you should be
hard at developing and selling your product – but often, the
a rebel. But, it’s precisely the rebel, and the points of view that
harder you work, the further away your away dreams seem to
she brings with her, that will serve as the catalyst for change.
be. When you’re an established business, you’ve been driving the
Being a rebel does not mean you must go against everything that
same executional strategy for many, many years. Your share-
your company or leadership stand for. Rather, being a rebel is
holders enjoy the fruits of your labor in the form of increasing
about coming to the table with a strong point of view toward the
share prices and dividends, and your board looks to past growth
future. You do not need to buck the establishment – but you do
for future strategy. However these past successes may become a
need to question the establishment and bring to the table those
burden as you try to steer your company into new waters.
big ideas that you feel in your gut are worth exploring.
POINT OF VIEW
INTRODUCTION
YOUR POINTY OF VIEW
49
LET YOUR VISION BE YOUR ROADMAP
conference room, or holding court in a bar, use anecdotes and
A strong point of view will serve as your catalyst for change. It is
stories to convey the points they are making? Though naturally
your vision for the future that will serve as the roadmap leading
talented speakers may do this somewhat instinctively, anyone
to the change you seek to make. People argue their points of
who does this well is deliberate about what stories they tell, how,
view over beers. Visions set direction (maybe so that you can
when, and to whom. To make your mark and gain the buy-in
buy even more beer with the money you’ll make in the future!).
you’ll need to explore your point of view. In other words, you’ll need to design your story.
Our definition of “vision” is different than what you’ll find in other books or articles. It’s not just a statement; it’s a rally cry.
But don’t let that worry you. Just as we are giving you new tools
The concept of vision is all-encompassing; it includes the sup-
to create your vision, we are also sharing great tools to help you
porting factors that make the vision real, the steps you need to
design your story.
take to realize the vision, and the challenges and opportunities that you’ll face on your way to achieving your vision. To make
DESIGN CRITERIA
your vision tangible and useful, this chapter lays out co-creative
Your vision points to a future state. Yet, it’s not just any future
tools that you can – and should – use with your team.
state. The changes you seek to make along your design journey likely must also meet a set of criteria, about what you must, could,
DESIGN YOUR STORY
should, or absolutely won’t do as you explore and evaluate options
When you enter that boardroom, or strategy meeting, or VC
for the future. These are design criteria. They provide both a foun-
pitch, what are you going to say? How will you sway people to
dation and clear boundaries to help guide your decisions along the
your point of view, or at least convince them to explore with
way. Your design criteria will be informed by the vision you create as
you? This is where stories make a big difference. Ever notice how
well as the context surrounding your organization. Similarly, the op-
the best speakers, whether giving a TED talk, presenting in a
tions you explore will be informed by the same design criteria.
5-bold steps canvas (this chapter) page 58 Design Criteria canvas Page 68
W ise E I V onc nd
Cover story canvas (this chapter) page 64
E nd c n a ar R P r a tio cle
Storytelling canvas (this chapter) page 74
a ea lan cal, les! l C xp cti p e ra am p ex
W E I V
TELLING THE STORY OF AUDI
P
RE
st brarnodng
A Team at Audi needed to obtain buy-in within the company to move forward with an idea for the future. The car world is changing rapidly and it was necessary to convince the company quickly. This was an important story to tell. Here’s how they approached it. DESIGN A BETTER BUSINESS
STORY TELLING C A SUBJECT
N VA S
AUDIENCE
GOAL
the future of transportation
drones
s businuessual as
private life in and outside car
RBUSINESS.COM
BY DESIGNABETTE
ational License. eAlike 4.0 Intern Attribution-Shar ons, ive Commons to Creative Comm ed under a Creat or send a letter ses/by-sa/4.0 This work is licens rnia, 94105, USA. mmons.org/licen http://creativeco Suite 300, San Francisco, Califo t, 171 Second Stree
options exist outside the car
freedom of choice
ng emeregci h t
more cars on the road
3. CONCLUSION
2. MAKE YOUR POINT
1. SET THE SCENE
BEFORE
getem th rd onboa
self driving cars
1 Fill i n the canvas as described on page 74-75. make sure you cover all areas.
companryleade ship
AFTER
inves new idteasin
2 sit together with visual artist to plot the sticky notes from the canvas on a (big) piece of paper. make a first sketch: are all the building blocks there? is it the right look and feel?
UNDERSTAND
BUSINESS IS DESIGN
51 self driving cars
more cars on the road
private life in and outside car
3 fi nalize the sketch. it will be a great conversation piece to substantiate and share your story. Audi opted for 1 big picture. you could also build a series of images, an animation or a slide deck using the canvas.
freedom of choice
E R P
e W as E c VI d
n w s a sho e e pl o m es t us s a ex udi w to ool 8 4 st ho e t th
W E I V
YOU NOW HAVE...
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RECAP
DRAFTED YOUR VISION AS A RALLY CRY
P58
DESIGNED YOUR STORY TO CREATE IMPACT
P74
YOUR FIRST SET OF DESIGN CRITERIA
P68
NEXT STEPS
OBSERVE & QUESTION
P88
Meet (potential) customers.
GO OUT OF THE BUILDING
P106
How do you currently add value for your customers.
What is the context you currently
(want to) operate in.
HOW MANY COFFEES ARE YOU WILLING TO DRINK WITH YOUR CUSTOMERS? GO BEYOND THE OBVIOUS.
on vision.
UNDERSTAND YOUR CONTEXT
IT’S NOT ABOUT THE ANSWERS. IT’S ABOUT THE RIGHT QUESTIONS.
P102
and test your assumptions
UNDERSTAND YOUR VALUE
IF YOU DON’T KNOW WHERE YOU ARE, HOW CAN YOU KNOW WHERE YOU’RE GOING?
P110
DON’T ASSUME YOUR TEAM MEMBERS UNDERSTAND YOUR BUSINESS MODEL.
POINT OF VIEW
RECAP
53
YEAH WELL, THAT’S JUST YOUR OPINION, MAN.
W ice n E VI s a r
E pter f yo d R P ha t o an a
u
is s y c ckl ing eps r t e e n Ev ch ear xt s l ne
NEW TOOLS, SKILLS, AND MINDSET FOR STRATEGY AND INNOVATION
WWW.DESIGNABETTERBUSINESS.COM This book is for all business leaders, aspiring entrepreneurs, corporate innovators, ambitious investors, social impact change agents, and enterprising students who want to create impact in the world, and improve their organizations while doing it. The world around you – and your business – is filled with uncertainty. But, within that uncertainty exist limitless opportunities to design (or redesign) game-changing businesses. These opportunities are there for the taking, if you know how to look for them. TURN UNCERTAINTY INTO OPPORTUNITY FOR YOURSELF, YOUR CLIENTS AND PROSPECTS.
FILLED WITH PERSONAL STORIES AND EXPERIENCES FROM 29 DESIGN PRACTITIONERS AND THOUGHT LEADERS SUCH AS...
DOROTHY HILL
VP OF STRATEGY, ING BANK
NANCY DUARTE
AUTHOR, PRINCIPAL AT DUARTE, INC.
ROB FITZPATRICK
AUTHOR, THE MOM TEST
DAN ROAM
AUTHOR, THE BACK OF THE NAPKIN
STEVE BLANK
SERIAL ENTREPRENEUR, AUTHOR, LECTURER
JOIN THE CONVERSATION NOW! WWW.DESIGNABETTERBUSINESS.COM DESIGN AS A DISCIPLINE
VISUAL PLAYBOOK
Bank, Audi, Autodesk, and Toyota Financial
These days successful companies don’t just
Design A Better Business is a visual playbook
Services, to small startups, incubators, and
manage their businesses, they design them.
about how to bring the accessible practices of
social impact organizations, Design A Better
Design is fundamentally about enhancing the
innovation and entrepreneurial growth into
Business provides a behind the scenes look at
way you look at the world. It’s is a disciplined
any organization. This practical guide contains
the best practices and pitfalls to avoid. Also
and iterative approach that marries creative
the full suite of road-tested business tools that
included are insights from thought leaders such
thinking and analytical rigor focused on creat-
support your teams from the earliest inception
as Steve Blank on innovation, Alex Osterwalder
ing relevant, intentional, unique value for real
of an idea to a validated road map.
on business models, Nancy Duarte on story-
people with real needs. When done right, it not
telling, and Rob Fitzpatrick on questioning.
only informs what the value is, but how it gets
CASE STUDIES AND PERSONAL INSIGHTS
delivered in a repeatable and viable way.
Detailing over 50 case studies and real life
What are you waiting for?
examples from large corporations such as ING
Let’s Design a Better Business!
TEAM OF AUTHORS
PATRICK VAN DER PIJL:
JUSTIN LOKITZ:
LISA KAY SOLOMON:
Patrick van der Pijl is CEO of Business Models
Justin Lokitz is an experienced strategy de-
Lisa Kay Solomon helps leaders design better
Inc. and producer of the global bestseller Busi-
signer and managing director of the Business
futures. A passionate design strategist and ex-
ness Model Generation. Patrick helps Board of
Models Inc. San Francisco office. 20 years of
ecutive educator, Lisa creates transformational
Directors, Top Leaders and Innovation Teams
experience managing business model strate-
leadership experiences at the MBA in Design
to innovate their business model and design a
gies, and always thirsty to learn (and do) more.
Strategy at the California College of Arts and
future strategy. Patrick is a demanded interna-
He leverages his experience across a wide range
Singularity University. She is the coauthor of
tional speaker and pioneer in the practice of
of industry sectors to help companies design
the bestseller Moments of Impact: How to
business visualization.
innovative, sustainable business models and
Design Strategic Conversations that Accelerate
strategies for the future.
Change (Simon and Schuster).
@PATRICKPIJL
PPIJL
@JMLOKITZ
JMLOKITZ
@LISAKAYSOLOMON
LISAKAYSOLOMON
& DESIGNERS
ERIK VAN DER PLUIJM:
MAARTEN VAN LIESHOUT:
JONAS LOUISSE:
Erik is founder and creative director at
Maarten van Lieshout is creative director and
Jonas, a visual thinker at heart, started as an
Thirty-X. He is passionate about visual
partner at Thirty-X. He has applied visual
entrepreneur and designer straight after receiv-
thinking and making complex things simple.
thinking at an early stage for a Dutch Idea
ing his MSc in Neuropsychology. He loves to
His background is in artificial intelligence,
factory making ideas visual and tangible. He
use his design and psychology skills to get his
computer games, and the startup scene.
always brings a new perspective to the table –
head around complex stuff and to get people
and stimulates others to get involved.
on the same page.
@MAARTENVL
@JONASLOUISSE
@EEEVDP
ERIKVDPLUIJM
MVLIESHOUT
JONASLOUISSE
PREORDER NOW WWW.DESIGNABETTERBUSINESS.COM/PREORDER
AVAIL ABLE STOR IN SEPT ES EMBE 19 TH R
DESIGN A BETTER BUSINESS MARKETING & COMMUNICATION
Marije Sluis: marije.sluis@businessmodelsinc.com