Public Lecture - Design & Business Model Experimentation

This model integrates business and design from the business strategy formulation, business model experimentation, business plan and design brief formulation to concept synthesis initiation. Top tier corporations have strong innovation cultures that manifest as an imbedded sense of their values, beliefs and vision. However, few of these firms challenge their underlying philosophy and business models.

The methodology presented in this lecture includes business model experimentation in the early business phases of new product development as a means to continuously challenge and examine business model opportunities. Including design in business model experimentation, leverages design’s capability to synthesize diverse knowledge, generate novel alternatives and communicate these alternatives effectively in a visual form. Ensuring early input from design increases the actionability of the generated business models, while providing designers valuable time to explore and incubate design ideas prior to conventional design kickoff.

About Søren Petersen

Søren Petersen founded ingomar&ingomar - consulting in 1993 and has since worked with international organizations in Denmark, Michigan, California and Korea, including Rambøll Group, Steelcase and BMW Group DesignworksUSA. He received an MS. Mechanical Engineering degree from the Technical University of Denmark and a BS in Transportation Design from Art Center College of Design and graduated from Stanford University, Center for Design Research, with a PhD in quantifying design, where he focused on developing metrics and decision methods for design concept selection in the conceptual phase of product development. He has presented and published 19 scientific papers over the past eight years, authored Profit from Design, a book on design quantification and now consults for corporations and universities, applying these developed methodologies to streamline their design projects.

Dr. Petersen also publishes weekly in The Huffington Post on The Creative Economy:


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