Two quotes from Design the New Business

There is lot of talking about values in those new business models for innovation. Makes me think whether those synthesize business and design, so that design is subordinated to business logic. Is there really space for something new to emerge from?

“People are realizing the value of access to experiences and services, rather than owning something outright, that they have in their hands. And from that moment it usually depreciates in value.”

“So I think the key lesson of what is learned in working Proto Partners is that as a business we need to spend more time focusing on desirability, what do our customers want, what are their expectations. I think by truly designing desirability, it does create experience innovation..”

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