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Beyond Users

Jul 30, 2019

Customer is king. Especially to designers. We would do everything for them. We fight for what they want and need. But is that always a good idea?

I would argue that it is sometimes self-destructive. That it is against what customers actually want.

Find out more in this episode in which we discuss the fundamentals of a...


Jul 23, 2019

This week, I published the Business Design Guide, which introduces business design as a design discipline. In this episode, I present the outline of the guide and share a few stories from my career that led me to write this guide.

I took one topic from the guide and presented it in more detail. What most budding...


Jul 16, 2019

John Oswald is a business design pioneer. He was the first business designer at fjord where he defined its role and built the team. He is currently a managing director at a strategic design consultancy Method London. With John, we discussed:

  • the early days and evolution of the business design,

  • five patterns of...


Jul 9, 2019

Imagine you are running a hotel. Who would you rather have as a customer? High value but one-time visitor or an average customer who will keep coming back for many years? It depends, right?

Lifetime Value (LTV) is a concept that can help us determine the business value of our customers and with that understand:

  • who is...


Jul 2, 2019

When you open a yoga studio, will you hire yoga instructor full-time or will you find a contractor? Will you sign a one year lease for your studio that you can equip the way you want or will you try to rent a pop-up store that gives you more flexibility?

These are all design decisions that entrepreneurs and designers...