In many organizations, design and business co-exist as distinct silos. For too many new concepts, once the visionary phases of ideation and prototyping are done, the project is handed off to a business strategy team to grind out the details of execution. However, a whole world of possibilities opens up when designers—and their way of thinking—become an integral part of the business strategy and execution process.
In October 2013, Jessica Dugan and Peer Insight CEO Tim Ogilvie had the pleasure of presenting at Adaptive Path's SX Service Design Conference in San Francisco. Tim and Jessica show designers how the methods they already know by heart—visualization, prototyping, co-creation, and iteration—are essential to forming novel business models and executing new concepts in the market. With a bit of new vocabulary, designers can meet their business-trained colleagues as equals in the shared task of entrepreneurship. No MBA required.