The practice of breakthrough strategies by design

Abstract Purpose In an environment where the challenge for businesses to stay ahead of the curve calls for new ways of strategizing for future success, design holds some important clues. By broadening the definition of "design" and expanding the application of design methodologies and mindsets to business, enterprises can identify new possibilities for breakthrough multi-dimensional market solutions, step change growth strategies and organizational renewal. The purpose of this paper is to describe how to leverage design thinking into business strategies through a set of principles and practices encapsulated in the "three gears of strategic business design". Design/methodology/approach While the methods and economic value of design in terms of objects, services, spaces, experiences and communications is well-supported, the methods for extending "design thinking" to define broader business strategies and build new models is a more recent development. In developing a more concrete development framework and substantiation for this methodology, this paper draws on evidence from two main sources. First, an in-depth review of breakthrough successes has revealed a pattern of thinking and practices that supports the core components of the strategic business design process. Second, experience in working on a variety of projects with clients across a range of industries and sectors, using the complete end-to-end methodology for business design as presented in this paper has helped construct a framework for business teams to apply in getting to bigger breakthroughs faster. Findings This paper demonstrates how the practice of design in a business strategy context can lead to breakthrough improvements in the delivery of human and economic value, inspire growth strategies and contribute to sustainable competitive advantage for an enterprise. Originality/value There is a growing acknowledgement of the value of design in business, and a growing interest in the value and application of design principles and practices to business in broader terms. This paper sets out to link the principles and practices of design to strategy development, and provide some concrete methods and examples of how design can be leveraged to shape more powerful strategies and breakthrough business models. This is relevant to leaders across all sectors and in any enterprise or organization seeking new ways to create high-value human-centric solutions.