Professional Documents
Culture Documents
Business Design Playbook
Business Design Playbook
design
playbook
Life is too short to
build something 2
no one wants.
Ash Maurya
Author, Running Lean
The times
3
they are a’
changing
I’m sure Bob Dylan wasn’t talking Not all people though, some see We want to leverage the
about technology changing at an change as an opportunity, a strengths of large organizations,
exponential pace when he wrote chance to venture out and build and help them to build the 1,000
this song. Nor was he talking the future. The fact you are new businesses that will shape
about platform business models reading this suggests you are our future.
disrupting entire industries, or one of those people.
the increasing divergence of This accelerator could be the 4
customer expectations. At Board of Innovation, we starting point for one of those
believe in a future where people businesses. You could be the
He was talking about a different are positive about the world as it driving force behind it.
kind of change, but one aspect could be, creative in seeking the
holds true: change can be non-obvious, and entrepreneurial I wish you luck. More than that, I
unsettling and scary. People tend in getting things done. wish you positive change.
to react defensively and see it as
a threat. They turn inwards, We believe that everyone is
hunker down, and try to wait out creative, and we are on a mission Nick Bogaert
the storm. to move a million people to Board of Innovation, New York
innovate.
What is an
innovation
accelerator?
An innovation accelerator is a program
designed to develop, test and grow new
6
business ideas in a few months outside of
organizational processes and deliverables.
Innovation
accelerator:
the journey
PROBLEM SOLUTION BUSINESS MODEL
SCOPING EXPLORATION DEVELOPMENT DEFINITION PITCH DESIGN
8
VALIDATION (DESIRABILITY, VIABILITY)
SCOPING PROBLEM EXPLORATION SOLUTION DEVELOPMENT
Scope the innovation challenge Empathize with end users Ideate around relevant triggers
and challenges
Gather the right team to tackle Define unmet needs
the challenge Develop multiple concepts
Check market opportunity
Prototype selected solutions
Develop an innovation thesis
Design & run solution validation
Design & run problem validation
experiments
experiment
Tools Tools
10
Business model kit Pitching canvas
Output Output
FEASIBILITY
Most organizations look at Your first job as an intrapreneur After validating desirability and
innovation through the lens of is to find the answers to these viability, it’s typically time to start
feasibility. They ask themselves questions. pitching to get funding in order
“what can we build?” or “how to further refine your value
can we leverage a specific If you have validated your proposition and business model
technology?"
proposed solution, meaning you while you begin looking into the
have made sure it solves a real feasibility side of things. 12
While feasibility is important, we customer problem, only then
view it as the last step in a should consider the viability of The most important question
process that starts with focusing your idea. Focus on questions during a pitch is “How do you
on desirability. We ask questions such as, “What are the know?” You should be able to
such as, “Who is our customer? sustainable business models back up your claims about
What do they want? Does our that can support our solution? desirability and viability. To do
proposed solution solve their How much value will we this, you’ll design and run
problem?” capture?” experiments to (in)validate your
riskiest assumptions throughout
this accelerator.
About this
Playbook
but some
are useful.
George Box
Statistician
1. Scoping
Scoping
The purpose of the scoping phase is A key part of the scoping phase is Don’t rush this phase. Putting time
to develop a model of how things are aligning with the team on the scope and resources into understanding
at the moment, and to determine of the project, as well as on the way whether you are solving the right
17 aspects that all stakeholders agree of working, roles and responsibilities. problem, and having your team
can be improved and changed. aligned on the goals, is fundamental
At the end of the scoping phase, you to innovating.
will have a clear scope and an
You will be answering questions such aligned team to start the problem
as: “Why are you embarking on this exploration phase.
project? How would you define
success? What are your first ideas
about customers’ problems and
potential solutions?”
AT THE END TOOLS WE DESIGNED
OF THIS PHASE: TO HELP YOU:
18
Tip: Ask for feedback on your scoping canvas from colleagues, customers, etc.
and revisit your challenge statement.
TIME
120 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM/
TOOLS/SCOPING-CANVAS
20
Team
canvas
Individually complete the rules and activities section (5min) before having a
team discussion on it. (15 min)
Tip: Start the session by asking everyone to draw the person on their left and
then show it to the group.
22
BEFORE YOU MOVE FORWARD, IF NOT, GO BACK TO
ARE YOU ABLE TO CHECK OFF THESE ONE OF THESE TOOLS:
BOXES?
23
Have a final discussion on what you don’t know and what you would like to
find out about your persona. This will be important for your problem
validation interviews. (15 min)
TIME
60 MIN
DIFFICULTY
HIGH
LINK
BOARDOFINNOVATION.COM
/TOOLS/PERSONA
32
Customer
journey map
Tip: Repeat this exercise once you have identified a solution and compare the
two scenarios.
TIME
90 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/CUSTOMER-JOURNEY-
MAP
34
Problem
sizing canvas
DIFFICULTY
HARD
LINK
BOARDOFINNOVATION.COM
/TOOLS/PROBLEM-SIZING
36
Problem
validation script
Tip: You typically have to repeat this process at least twice to hone in on the
right problem to solve.
Tip: Start planning interviews during scoping and take into account a 2-week
lead time.
TIME
90 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/PROBLEM-
VALIDATION-SCRIPT
38
HMW
statement builder
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/HOW-MIGHT-WE-
STATEMENT-BUILDER
40
BEFORE YOU MOVE FORWARD: IF NOT, GO BACK TO
CAN YOU CHECK OFF ALL THE BOXES? ONE OF THESE TOOLS:
Ideation toolkit
You will have explored
(Crazy 8’s, Analogy thinking,
different options to solve the
Opposite thinking, Build it. Break
problem
it. Fix it., …)
48
You will have identified the
features that will bring the Innovation battlefield
most value to your users
DIFFICULTY
EASY
LINK
BOARDOFINNOVATION.COM
/TOOLS/CRAZY-8
50
Analogy thinking
IDEATION TOOLKIT
Individually try to apply those lessons to your problem or solution, don’t just
copy, build on what makes it great. (10 min)
Tip: Replace step 1 by downloading the 50+ business models you should copy
from boardofinnovation.com
TIME
120 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/ANALOGY-THINKING
52
Opposite thinking
IDEATION TOOLKIT
Keep repeating steps 3 and 4 until you have identified opposite realities and
potential solutions for all assumptions. (10 min)
Tip: Don’t hesitate to build upon the opposite realities or proposed solutions of
your team members!
Review all proposed solutions as a team and build on each other ideas.
(20 min)
TIME
60 MIN
DIFFICULTY
HARD
LINK
BOARDOFINNOVATION.COM
/TOOLS/OPPOSITE-THINKING
54
Build it. Break it. Fix it.
IDEATION TOOLKIT
The Build it. Break it. Fix it. tool was Step by step
designed to collaboratively develop
Individually pick 1 idea you would like to explore in more detail. (5 min)
an idea as a team.
Individually complete the first step of the template by sketching out your
55
In this exercise, different team ideas. (10 min)
members are asked to look at the
Pass through the templates in a clockwise direction to complete steps 2-4.
idea from different concepts and to
(15 min)
build upon each others work. The
goal is to iterate in order to refine the Individually review the work your team members did on your idea. (5 min)
original concept.
Ask everyone to present their original idea and the most valuable iterations in
no more than 2 minutes per person. End the exercise by having a short
discussion on each idea. (25 min)
TIME
60 MIN
DIFFICULTY
LOW
LINK
BOARDOFINNOVATION.COM
/TOOLS/BUILD-IT-BREAK-IT-
FIX-IT
56
Ideation toolkit
OTHER TOOLS
Brainstorm cards
Tech & trends Collaborative sketching
58
Focus on the upper quadrants and discuss all features in it. Try to be as critical
as possible and challenge each other about the value a feature brings or
about how easy it is to test. (20 min)
Tip: You should end with no more than 8 features in both upper quadrants
combined.
Have a group discussion and decide whether you want to move forward with
the proposed solution or repeat the exercise with another solution. (10 min)
TIME
90 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/INNOVATION-
BATTLEFIELD
60
Vision
cards
DIFFICULTY
LOW
LINK
BOARDOFINNOVATION.COM
/TOOLS/VISION-CARDS
62
BEFORE YOU MOVE FORWARD: IF NOT, GO BACK TO
CAN YOU CHECK OFF ALL THE BOXES? ONE OF THESE TOOLS
Ideation toolkit
You have explored different (Crazy 8’s, Analogy thinking,
options to solve the problem Opposite thinking, Collaborative
sketching, …)
63
You have identified the
features that will bring the Innovation battlefield
most value to your users
70
Tip: Only draw orthogonal lines between stakeholders to ensure a clear visual
representation of the business model.
TIME
60 MIN
DIFFICULTY
HIGH
LINK
BOARDOFINNOVATION.COM
/TOOLS/BUSINESS-MODEL-KIT
72
Revenue model
flowchart
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/REVENUE-MODEL-
FLOWCHART
74
Ballpark
figures
A key element of the ballpark figures As a team, compare your findings and agree on a formula (in words). (15 min)
exercise is making the assumptions
Divide tasks and try to turn words into numbers. If you don’t have direct
behind your guesstimates very estimates to the right numbers, use a benchmark or make an educated guess,
explicit so that you can refine them as but make sure the underlying assumptions are explicit. (15 min)
you learn more about the business
Calculate your guesstimate and have a group discussion about the impact of
model supporting your solution.
the results. (15 min)
TIME
60 MIN
DIFFICULTY
HIGH
LINK
BOARDOFINNOVATION.COM
/TOOLS/BALLPARK-FIGURES
76
BEFORE YOU MOVE FORWARD: IF NOT, GO BACK TO
CAN YOU CHECK OFF ALL THE BOXES? ONE OF THESE TOOLS
77
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/ASSUMPTION-
MAPPER
86
Experiment
picker
DIFFICULTY
LOW
LINK
BOARDOFINNOVATION.COM
/TOOLS/EXPERIMENT-PICKER
88
Experiment
card
Tip: If you need more information on different types of experiments and how to
run them, please refer to the validation guide [p. 109]
TIME
60 MIN
DIFFICULTY
HIGH
LINK
BOARDOFINNOVATION.COM
/TOOLS/EXPERIMENT-CARD
90
BEFORE YOU MOVE FORWARD: IF NOT, GO BACK TO
CAN YOU CHECK OFF ALL THE BOXES? ONE OF THESE TOOLS
91
able to do it.
Pippi Longstocking
Astrid Lindgren
6. Pitch design
Pitch design
95
After going through the scoping, 1. Kill the project, if you realize there 3. Scale, if you have sufficient
problem exploration, solution is no problem to solve our no evidence to suggest that you can
development and business model solution with a sustainable business build a solution with a sustainable
definition phases, it’s time to present model. business model.
your findings.
2. Persevere, if you realize that there Your pitch should be concise, offer
The goal of a pitch is to facilitate a is an opportunity, but you haven’t yet clear next steps, and above all,
decision. Typically, there are three found the right solution with a answer the question: ‘How do you
options possible: sustainable business model. know?’
AT THE END TOOLS WE DESIGNED
OF THIS PHASE: TO HELP YOU:
96
You will have designed your
pitch and considered a number Pitching checklist
of tips and best practices
Improvize a mini 5-min pitch based on the current version of the pitching
canvas. Make changes if necessary. (10 min)
Divide roles and assign 1 person to design a draft pitch based on the pitching
canvas. Set a meeting to review the draft pitch deck and iterate on it. (5 min)
TIME
60 MIN
DIFFICULTY
MEDIUM
LINK
BOARDOFINNOVATION.COM
/TOOLS/PITCHING-CANVAS
98
Pitching
checklist
DIFFICULTY
LOW
LINK
BOARDOFINNOVATION.COM
/TOOLS/PITCHING-CHECKLIST
100
Pitch
evaluation sheet
Agree on what needs to be improved in the first draft and divide roles and
responsibilities. (5 min)
TIME
45 MIN
DIFFICULTY
LOW
LINK
BOARDOFINNOVATION.COM
/TOOLS/PITCHING-
EVALUATION-SHEET
102
BEFORE YOU PITCH: IF NOT, GO BACK TO
CAN YOU CHECK ALL THE BOXES? ONE OF THESE TOOLS
103
You have designed your pitch
and checked if it contains all Pitching checklist
the critical elements
All of our tools are free to An in-depth guide on how to validate your
download, with step-by-step innovation project. Learn more about
guides and explainer videos. assumption mapping, prototyping and
experimentation.
BOARDOFINNOVATION.COM
BOARDOFINNOVATION.COM
/TOOLS /GUIDE/VALIDATION-GUIDE
108
Webinars Cases
Learn from experts and supercharge your Detailed case studies covering the innovation
innovation projects. Concrete tips on journeys of some of the world’s leading
topics such as business modelling and organzations.
pitching.
BOARDOFINNOVATION.COM
BOARDOFINNOVATION.COM
/WEBINARS /CASES
Our 3 big missions
109
111
A glimpse of some of our
activities worldwide
50+
countries 112
5
continents
Our team:
15+
nationalities
We run and design innovation accelerators.
Want to drive a culture of innovation while having
113 a direct business impact?
LET’S HAVE A (VIRTUAL) COFFEE!
👋 - hello@boardofinnovation
Connect on LinkedIn
Vincent Pirenne
Innovation strategist,
CEO Board of
Innovation NY
Nick Bogaert
Innovation strategist,
COO Board of
Innovation NY
If everything feels
under control,
you’re not moving
115
fast enough
Mario Andretti,
Formula 1 & Nascar driver