This document outlines an agenda for a two-day business design masterclass held in Chicago in June 2016. Day 1 focused on understanding the current business model and generating new options, while Day 2 concentrated on designing value propositions and pitching ideas to leadership. Participants explored tools and frameworks to address challenges, worked in teams, and provided feedback on takeaways. The event was led by several strategy consultants and designers from Business Models Inc. who have experience helping organizations innovate.

1. BUSINESS
DESIGN THINKING
MASTERCLASS
CHICAGO
JUNE 2016

4. NEW SKILLS
NEW MINDSET
NEW TOOLS

5. TURNING
THINKING
INTO
ACTION
DAY 1
DAY 2

6. STARTED WITH A
WILLINGNESS TO EXPLORE

7. IN TEAMS

8. AS REAL
VENTURE ARMS

10. USING A
COLLECTION
OF OUR
VISUAL
TOOLS

12. DAY 1
UNDERSTAND AND IDEATE

13. HOW DOES YOUR ORG
MAKE MONEY TODAY?

15. LOOKING AT CURRENT
STATE BUSINESS MODELS

16. HOW DOES CONTEXT
INFLUENCE STRATEGY?

18. WHAT CONTEXT CRITERIA
DO WE DESIGN FOR?

19. WE GENERATED BUSINESS
MODEL OPTIONS

20. WE BUILT A GALLERY
OF OPTIONS

22. WE HAD TO MAKE
SOME CHOICES

23. AND TELL THE STORY
OF OUR VISION

25. WHICH HELPED US
ALIGN AS A TEAM

26. DAY 2
DESIGNING VALUE PROPS
& PITCHING

28. HOW DO WE DESIGN
RELEVANT VALUE PROPS?

30. BY FIRST UNDERSTANDING
OUR CUSTOMER

31. AND WHAT PROBLEM(S)
WE ARE LOOKING TO SOLVE

33. AND RAPIDLY TEST
THEM IN A MARKETPLACE

34. WE ASSESSED
THE FEEDBACK

35. AND FIGURED OUT HOW
TO TELL THE STORY

40. WE THEN PITCHED TO
OUR C-SUITE

41. KEY INSIGHTS AND
EXPERIENCES FROM
THE MASTERCLASS

43. WE PUSHED
YOU AT TIMES
SPARKED RICH
DIALOGUE
YOU GOT
INVENTIVE
WORKED ON
YOUR STORY

44. VALIDATED THE
MARKETPLACE
REFLECTED
AS A TEAM
DEBATED
TAKEAWAYS
PROVIDED
FEEDBACK

46. BMC is both
an
understanding
and a design
tool
The value
proposition
designer has
so many
applications
These
tools are
impactful
for sales!
Very
powerful
team
interactions
Helps you
focus and
zero in on a
solution
Intelligent
visual
frameworks
Empathy:
know who
you are
talking to
When pitching
make sure
you
understand
your
audience!
Time
boxing
& pace!
REFLECTIONS
ON THE TWO
DAYS

47. MATTHEW KELLY
MASTERCLASS LEAD
Ma# is a strategy consultant and business designer. He assists organiza-ons with alignment and clarity
about the current state of their business, compe--on, economic challenges, and vision for the future.
Contact Ma> at ma>hew.kelly@businessmodelsinc.com.
BUSINESS DESIGNER

48. LESLIE WAINRIGHT
BUSINESS DESIGNER
Leslie is an experienced strategy consultant and business designer. She has been a founding execu-ve
of two cuCng-edge startup companies. AVIA, a healthcare-focused innova-on accelerator and Sg2, a
strategy consul-ng and analy-cs firm. She has exper-se in how complex organiza-ons build their own
sustainable innova-on competencies. Contact Leslie at leslie.wainwright@businessmodelsinc.com.

49. CARL ZUHL
BUSINESS DESIGNER
Carl is a strategy consultant and business designer. He works with clients of various sizes at the
enterprise, business, and func-onal levels. His focus is on innova-ve business and strategy design to
translate collabora-ve insights into ac-onable solu-ons. Contact Carl at
carl.zuhl@businessmodelsinc.com.

50. MARC MCLAUGHLIN
BUSINESS DESIGNER
Marc is an experienced strategy consultant and business designer. He supports
organiza-ons by the use of his bold strategic thinking, crea-ve visual design and prac-cal
implementa-on skills that are ever focused on delivering concrete results. Contact Marc at
marc.mclaughlin@businessmodelsinc.com.

51. NOAH DAVIES
DESIGNER
Noah is a graphic designer, photographer, web designer, and digital marke>ng guru. He designs
custom canvases, creates visual reports, handles social media, and organizes events. His focus on design
allows for informa-on to be displayed visually in an easy to understand way.
NOAH DAVIES
DESIGNER

52. COMING SEP 2016

53. DESIGNING BETTER BUSINESSES