Innovation and the necessity of the discovering process

All aspects of a business rely on feedback. Even accounting. But business development is one of the most critical among them. Understanding what is valuable to the customer and that it changes over time is a must.

Angèle Beausoleil highlights the importance of the business design approach to sustain a consistent discovery process:

“As an overarching approach to navigate and manage design-driven innovation, business design orients organizations to recognize that the market place, consumer segments and customers are evolving, and that business models and strategies must evolve accordingly. As users (or customers) continue to leave for competitor offerings, organizations need to rediscover who their customers are. For organizations to survive, let alone thrive, they will need to effectively embrace a business design approach to connect with customers, understand their unmet needs and find effective yet profitable ways to make their lives and jobs better. If the organization doesn’t adapt, they will continue the slow and inevitable decline towards bankruptcy or irrelevance.”

This perspective backs up the notion that business design is not only a tool for the development of business, but the development itself. Therefore getting new business is a constant path toward innovation. They should be the same thing. That does not mean that every newly sold project must be innovative, of course. But that innovation is a facilitator of the business development process.

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Source: Business Design Thinking and Doing, Angèle M. Beausoleil.