Business Innovation by Design is multidisciplinary framework that guides businesses on what and how to innovate and grow. In a hyper-competitive market, business can no longer compete by using one discipline as single source of value creator for growth. Business must combine multiple disciplines to enable a holistic approach in innovation. Sketchin is exclusive partner in Europe of Business Innovation by Design
Text of Innovation Leadership through Business Design
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN1 INNOVATION
LEADERSHIP THROUGH BUSINESS DESIGN JEFFREY TJENDRA Design Executive
Officer (DEO)
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN2
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN3 VUCA
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN4 VUCA VOLATILITY
COMPLEXITY UNCERTAINTYAMBIGUITY
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN5 CHANGING SOCIAL
VALUES
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN6 TECHNOLOGY
DISRUPTION
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN7 HYPER-
COMPETITIVE ECONOMY
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN8 DEGRADING
ENVIRONMENT
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN9 POLITICAL
ROADBLOCKS
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN10 CHANGING SOCIAL
VALUES TECHNOLOGY DISRUPTION HYPER- COMPETITIVE ECONOMY DEGRADING
ENVIRONMENT POLITICAL ROADBLOCKS WICKED PROBLEMS
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN11 CHANGING SOCIAL
VALUES TECHNOLOGY DISRUPTION HYPER- COMPETITIVE ECONOMY DEGRADING
ENVIRONMENT POLITICAL ROADBLOCKS CLARITY TO NAVIGATE CHANGE
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN12 DESIGN
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN13 NOUN VERB
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN14
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN15
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN16
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN17 DESIGNERS
BUSINESSPEOPLE Create Choices Make ChoicesEvaluate Choices
ABDUCTIVE INDUCTIVE DEDUCTIVE CONVERGENTDIVERGENT
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN18 DESIGNERS
BUSINESSPEOPLE MYSTERY HEURISTIC ALGORITHM Understand Synthesize
Systemize
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN19 BUSINESS
THINKING DESIGN THINKING FUTURES THINKING
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN20
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN21 INNOVATION IS
SOMETHING NEW AND DIFFERENT THAT CREATES IMPACT.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN22 INNOVATION IS
SOMETHING NEW AND DIFFERENT THAT CREATES IMPACT. OLD SAME STATUS
QUO
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN23 INNOVATION IS
SOMETHING NEW AND DIFFERENT THAT CREATES IMPACT. OLD SAME STATUS
QUO
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN24 COMPETITIVE
ADVANTAGE IS FALSELY BELIEVED TO BE SUSTAINABLE. Film Camera
Digital Camera
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN25 COMPETITIVE
ADVANTAGE IS TRANSIENT. Digital Camera Film Camera Smartphone
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN26 BUSINESS MODEL
CAN BE SUSTAINABLE WITHIN A TRANSIENT COMPETITIVE ADVANTAGE.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN27 Businesses that
compete with similar competitive advantage compete through pricing
causing products and services to be commoditized.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN28 There will be
only one low-cost winner in every commoditized market.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN29 The rest of them
can only win through differentiation and niche.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN30
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN31 DESIGN-LED
INNOVATION ENABLES BUSINESSES TO GAIN NEW COMPETITIVE ADVANTAGE
CONTINUOUSLY. iPhone iPod
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN32 MANAGE
INNOVATION LIKE MANAGING A FARM. iPhone iPod iPad
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN33 CONTINOUS GROWTH
IS ACHIEVED THROUGH CONTINOUS INNOVATION.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN34 DESIGN-DRIVEN
COMPANIES OUTPERFORM THE S&P 500 BY 228% Source: Design
Management Institute (http://www.dmi.org/?DesignValue)
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN35 MAKE MEANINGS
AND BUILD CUSTOMER RELATIONSHIP THROUGH BRANDING.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN36 CAPTURE AND
SYNTHESIZE DATA TO EXTRACT CUSTOMER INSIGHTS THROUGH BIG DATA.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN37 EMPATHIZE WITH
USERS AND PROTOTYPING TO CREATE DESIGN-LED INNOVATION THROUGH
DESIGN THINKING.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN38 ANTICIPATE
TRENDS AND FUTURE-PROOFING THROUGH STRATEGIC FORESIGHT.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN39 IMPLEMENT IDEAS
AND MANAGE INNOVATION PIPELINE THROUGH INNOVATION MANAGEMENT.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN40 IDENTIFY
SUSTAINABLE BUSINESS MODELS THROUGH BUSINESS MODEL INNOVATION.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN41 VALIDATE
ASSUMPTIONS AND PROTOTYPE NEW VENTURE THROUGH LEAN STARTUP.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN42 PLANNING FOR
GROWTH THROUGH BUSINESS PLANNING.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN43
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN44 MANY BUSINESSES
ARE STILL UNAWARE OF THE EXISTENCE OF SOME OF THESE
DISCPLINES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN45 EVEN IF THEY ARE
AWARE, THEY ARE ONLY IMPLEMENTING A FEW OF THESE DISCIPLINES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN46 IMPLEMENTING ONE
OR TWO DISCIPLINES ARE NOT ENOUGH FOR BUSINESS TO GAIN COMPETITIVE
ADVANTAGE AND GROW.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN47 SOME DISCIPLINE
SPECIALISTS CLAIM THAT THEIR DISCIPLINE IS THE ONLY DISCIPLINE THAT
IS NEEDED FOR GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN48 EVERY DISCIPLINE
PROVIDES SPECIFIC VALUE TO PARTS OF A BUSINESS AT DIFFERENT STAGES
AND TIME FRAME, BUT NOT ALL.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN49 SOME DISCIPLINES
ARE IMPLEMENTED IN A RIGOROUS STEP-BY-STEP PROCESS CAUSING THEM TO
LOSE EFFECTIVENESS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN50 DISCIPLINE
SPECIALISTS ARE NOT ABLE TO MAKE-SENSE OF HOW ONE DISCIPLINE IS
CONNECTED WITH THE OTHERS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN51 LET ALONE
LETTING BUSINESSES FIGURE OUT HOW TO INTEGRATE VARIOUS DISCIPLINES
INTO THEIR BUSINESS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN52 THEREFORE
BUSINESSES FAIL TO MAXIMIZE THE BENEFITS OF EACH DISCIPLINE TO
CREATE AND ORCHESTRATE CONTINUOUS GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN53 EACH OF THESE
DISCIPLINES HAVE OVERLAPPING APPROACHES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN54 WHAT IF YOU
MERGE DIFFERENT DISCIPLINES INTO A UNIFIED MULTIDISCIPLINARY
APPROACH?
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN55 WHAT IF YOU CAN
VISUALIZE THE BIG PICTURE AND GAIN CLARITY OF YOUR BUSINESS?
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN56
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN57 BUSINESS
INNOVATION DESIGN IS A MULTIDISCIPLINARY APPROACH THAT GUIDES
BUSINESSES ON WHAT AND HOW TO INNOVATE AND GROW.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN58 Comprehensive in
disciplines through integrative approach. Iterative process through
value creation and value orchestration. Flexible method through
modular blocks sequencing.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN59 FLEXIBLE
METHODOLOGY TO DESIGN BUSINESS THROUGH BLOCK SEQUENCING.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN60 UNDERSTAND
BUSINESS HINDSIGHT, CUSTOMER INSIGHT, AND TRENDS FORESIGHT.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN61 This is an
example of how block sequencing could be done. PHASE 1 - UNDERSTAND
THE CONTEXT
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN62 CREATE NEW
VALUES (PRODUCTS, SERVICES, EXPERIENCES, PROCESSES).
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN63 This is an
example of how block sequencing could be done. PHASE 2 - DESIGN THE
VALUE
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN64 DEVELOPING
BUSINESS MODELS, CAPABILITIES, AND MANAGEMENT SYSTEMS TO ACCELERATE
GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN65 PHASE 3 -
ORCHESTRATE FOR GROWTH This is an example of how block sequencing
could be done.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN66 1 CYCLE, 3
PHASES
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN67 WORK IN
ITERATIVE CYCLE FROM SMALL SCALE GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN68 ITERATE OUTWARDS
TO LARGE SCALE GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN69
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN70 Turnover in CHF
Cups per minute Global hub community Global boutique network
Nespresso Employees 70% in direct contact with Nespresso customers
210 mm 868 600,000 1 331 2000 2.77 bn 10,000 8 million 191 4,500
2009
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN71
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN72 CASE STUDY
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN73 UNDERSTAND
BUSINESS HINDSIGHT, CUSTOMER INSIGHT, AND TRENDS FORESIGHT.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN74 ANALYZE THE
CURRENT STATE OF FINANCIAL HEALTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN75 S$200,000 ANNUAL
LOSSES OVER 5 YEARS. CASHFLOW FROM MOTHER COMPANY.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN76 ARTICULATE
WINNING ASPIRATIONS WITH FUTURE VISIONS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN77 Vision TO
REALIZE THE IDEAL ENVIRONMENT. WE DO THIS BY TAKING CARE OF YOUR
PROBLEMS, MAINTAIN, ENHANCE YOUR ENVIRONMENT BY ADDING VALUE-ADDED
EXPERIENCES IN YOUR LIFETIME.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN78 IDENTIFY
STRATEGIC DIRECTIONS TO ACCELERATE GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN79
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN80 DEFINE
INNOVATION STRATEGY TO EXECUTE SELECTED GROWTH STRATEGY.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN81
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN82 ANTICIPATE
TRENDS AFFECTING THE INDUSTRY.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN83
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN84 CONDUCT
ETHNOGRAPHY RESEARCH WITH TARGET CUSTOMERS TO IDENTIFY.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN85
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN86 MAKE SENSE OF
INSIGHTS TO IDENTIFY UNMET NEEDS AND LATENT DESIRES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN87 Key Insight #1
HOME OWNERS/RENTERS WHO ARE PROFESSIONALS DO NOT HAVE THE TIME TO
IMPROVE AND REPAIR THEIR HOMES. Key Insight #2 HOME OWNERS/RENTERS
CALL FOR HELP ONLY WHEN THERE IS AN IMMEDIATE AND IMPORTANT FIXING
NEEDED. Key Insight #3 DUE TO BUSY LIFESTYLE, PROFESSIONALS NEGLECT
OTHER PARTS OF HOME THAT ARE NOT OBVIOUS, BUT NEEDED IMPROVEMENT
AND REPAIR.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN88 CREATE NEW
VALUES (PRODUCTS, SERVICES, EXPERIENCES, PROCESSES).
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN89 CREATE NEW
CONCEPTS THAT SOLVE CUSTOMERS NEEDS AND DESIRES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN90
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN91
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN92 EVALUATE WHICH
IDEAS TO EXECUTE BASED ON SELECTED CRITERIA.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN93
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN94 PROTOTYPE
EVALUATED IDEAS TO VALIDATE ASSUMPTIONS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN95
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN96
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN97
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN98 SALES INCREASED
BY 950% FROM INITIAL $178 TO $1,692 ADDITIONAL 16 PRODUCTS AND 4
SERVICES CROSS-SOLD FROM AN INITIAL 2 SERVICES REQUESTED.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN99 DEVELOPING
BUSINESS MODELS, CAPABILITIES, AND MANAGEMENT SYSTEMS TO ACCELERATE
GROWTH.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN100 IDENTIFY
PARTNERSHIP REQUIRED TO DEVELOP NEW CAPABILITIES.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN101
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN102 CALCULATE
EXPENDITURES REQUIRED TO DELIVER NEW VALUE OFFERINGS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN103 DEFINE REVENUE
MODELS FOR NEW VALUE OFFERINGS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN104 DEVELOP PRICING
STRUCTURE OF VALUE OFFERINGS BASED ON REVENUE MODELS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN105 DEVELOP
FINANCIAL MODELS TO ANTICIPATE PROFITABILITY.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN106 Value
Proposition Projected Turnover 20132014201520162017 Handyman
Service28,80061,60099,000140,800244,800 Premium Membership
Furniture Refurnishing2,5005,5009,00014,00020,000 Customized
Packages Air Care2,0006,00020,00048,000120,000 Child Proof Safety
Home1,0004,00012,00032,00075,000 Elderly
Care60,000154,000260,000450,0001,050,000 Home Decluttering
Service6,00021,00042,00080,000150,000 Customized Gardening
Package5,00013,00030,00068,000150,000 Outdoor Storage
Cabinet4,00012,50030,00052,50080,000 Home Audit Existing Phase 1 -
Q3 Phase 1 - Q4 Sanitaryware17,50040,00067,500100,000150,000
Painting Packages800,0001,050,0001,320,0001,610,0002,000,000
Residential120,000180,000292,500375,000450,000 Residential-----
Commercial14,00028,80057,600115,200230,400 Commercial----- LED
Lighting12,50035,000120,000225,000400,000 Home Relocation----- Air
Conditioning Service13,50030,00042,00067,50090,000 Cable
Management2,0004,4007,20010,40014,000 Safety &
Security150,000300,000390,000560,000750,000
Switches40,00066,00090,000130,000175,000 HR -
Small120,000264,000423,000768,0001,200,000 HR -
Medium240,000528,0001,152,0002,496,0003,600,000 CP -
Small4,00012,00024,00048,00096,000 HR -
Large300,000660,0001,080,0001,560,0002,100,000 CP -
Medium5,00012,00024,00040,00072,000 CP -
Large4,00010,00024,00042,00064,000 Floorcare &
Polishing14,00036,00074,016152,000240,000 Pest
Control6,00012,80021,00032,00045,000 Subtotal
1,094,3001,670,8002,330,7163,207,7004,388,800
Subtotal794,4001,660,8003,014,1005,314,2007,580,400
Subtotal93,500250,000475,000874,5001,877,000 TOTAL
1,982,2003,581,6005,819,8169,396,40013,846,200 Storage & Org /
Customized Carpentry 10,000 35,000 100,000 180,000 280,000 Home
Renovation
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN107 DEVELOP
MARKETING PLAN TO ACHIEVE FINANCIAL PROJECTIONS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN108 DEVELOP SALES
PROCESS TO CLOSE LEADS.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN109
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN110 CREATE ACTION
PLAN TO IMPLEMENT INNOVATION.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN111 MAY 2012 JUN
2012 Week 1 Week 1 Week 3 Week 3 Week 2 Week 2 Week 4 Week 4
Marketing CRM prototype ready Home audit checklist ready Premium
service membership, home audit (rate card) and home relocation
pric- ing ready Discuss and pre- sent with contrac- tor about Home
Audit Home audit pilot Home renovation pilot Home relocation pilot
Hired promoter for ID counter at Home Fix stores Home Fix in-store
roadshow for HIS. Website redesign discussion Talk to supplier
about ID counter Build ID counter Straits Time newspa- per ad
published CRM starts to be implemented Sales Ideas
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN112 ORCHESTRATE
WHAT AND WHEN PRODUCTS / SERVICES WILL BE BROUGHT TO MARKET.
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN113
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN114 CYCLE 1
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN115 CYCLE 2
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN116 CYCLE 3 AND
ONWARDS
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN117 15 10 5 0 Y3 Y4
Y5Y1 Y2 $ in millions years Turnover Expenditures
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN118
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN119 Good design is
good business. Thomas J. Watson Junior Former President of IBM
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN120 HOW WILL YOU
DESIGN YOUR BUSINESS?
BUSINESS INNOVATION BY DESIGN BID - SKETCHIN121 WHAT IS THE
QUESTION IN WHICH YOUR BUSINESS IS THE ANSWER?
