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✭ Fixing ✭ 

business models 

by design
Visitwonderland.org
Over the last 50 years, 

the average lifespan of
 companies shrunk from 

60 to 18 years.
70
20251960
S&P 500 - Insight - Standard&Poor’s
Innovations drives business. 

Turning ideas into profits.
Naked Cowboy NY
And design drives innovation
on a strategic and competitive level.
Apple prototype

in the 80s in a book entitled
“Design Forward”
Insights Concepts Proto-
types
Fit
Validated learning
Human centred design
Succes as a
new product
launch
sweet spot!
startup design
commercialisation
Product/market fit?
You know it when you have it.
The queue for the London opening
of the movie “Star Wars”. 1977
Dave McClure - 500 Startups
Ideas
Bootstrap Startups
Accelerator Startups
Seed-Stage Startups
Series A/B Startups
Later-stage companies
Mature company IPOs
100.000
1.000
300
100
30
10
1-3
The goal is to create and
test the smallest piece of 

a business to see if there’s
a market for it.
Minimum viable product (MVP)
Eric Reis
Alex Osterwalder
Steve Blank
“All three, at their hearts, are user-centered
designers. They just happen to design business.”
The business designer
Designing business models
Market research
Financial modelling
_startup wishlist
Visual design & UX
Functional prototypes
Continuous deploy & testing
Scalable marketing & sales
Pitching & Fundraising
Customer service & support
Core
Surface
Interaction
Visual
Product
Process
Google Ventures
A Golden Age of Design*
*Again
Design ROI
Measurable Design
New insights
Design 

Value System
Managing design

in global brands
International Design
Business Management
Strategic Design
and Management
Design 

& Innovation
Innovation
School
New design
programs emerging
New design programs - Vanessa Wong
Tim Brown - IDEO
New roles
Design
researcher
Designer

founder
Designer
coder
Social
innovator
Business
designer
The Rapidly Disappearing Business of Design
on track to grow their design
team to 1000 people, making
them… the largest design firm in
the world.
Design for
Growth & 

Prosperity
New
European Design Innovation initiatives
it wasn’t just Airbnb’s
business model that posed a
concern. Potential investors didn’t
know what to make of a company
with two designers. “they thought
we just made things pretty.”
But
STOP EXPLAINING,
START CREATING
™
Wonderland
“We're building a sustainable
network of innovators to give life to
meaningful ideas and purposeful
organisations.”
VisitWonderland.org
Thanks for sharing!
Your story?
Valentijn Destoop, twitter: @quidante, valentijn@visitwonderland.be
@WLDdesign

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