Business Model Design Games: Rules and Procedures to Challenge Assumptions and Elicit Surprises

Previously well‐established companies are currently struggling to secure profits, mainly due to the pressure from new communication technology‐based business models. Because of this, the business model research field has flourished in recent years, but most of the applied approaches still rely on linear, rational conceptions and causal reasoning. Through three games and three business cases, it is argued that experimental game‐like innovation activities can lead the way into another approach to business model development, called ‘business model design games’. This paper illustrates how the application of game rules and procedures can challenge business assumptions and evoke surprises that lead to novel business model insights.