Strategic Design

Rational and creative thinking for business innovation 

How do successful organisations maintain their edge in spite of change and unexpected shifts in the environment?

Conventional strategic thinking theories offer us the rationality of competitive advantage, but they fall short when it comes to explaining how to create the next competitive advantage when the time comes. 


Design thinking (not to be confused with industrial design) offers us a process and a toolkit to identify unarticulated customer needs and to create innovative solutions around them.

Strategic Design combines the rationality of strategic thinking with the creativity of the design process.

This short introduction to Strategic Design is free of charge. The aim is to start a conversation between the participants on how Strategic Design can be applied to create solutions (products and services) enhancing the lives of people.