{"id":3464,"date":"2020-04-28T02:22:45","date_gmt":"2020-04-28T01:22:45","guid":{"rendered":"https:\/\/www.fullo.net\/blog\/?p=3464"},"modified":"2021-06-23T00:24:29","modified_gmt":"2021-06-22T23:24:29","slug":"business-design","status":"publish","type":"post","link":"https:\/\/www.fullo.net\/blog\/2020\/04\/28\/business-design\/","title":{"rendered":"Business Design"},"content":{"rendered":"\n

Negli ultimi decenni si \u00e8 vista una sostanziale crescita dei temi di design all’interno di molti settori, partendo dal design industriale associato anche a temi di ergonomia per arrivare alle pratiche pi\u00f9 recenti di user, service e customer experience design del mondo digitale (e non solo).<\/p>\n\n\n\n

Negli anni la forte crescita di questi temi ha reso per\u00f2 consapevoli le aziende che l’attenzione alle sole necessit\u00e0 dell’utente (desirability<\/em>) non bastano a rendere il business, prima ancora che profittevole, sostenibile.<\/p>\n\n\n\n\n\n\n\n

Per questo motivo molte design firm<\/em> hanno iniziato ad integrare nei propri ranghi figure che avessero nel proprio bagaglio culturale (e tra le proprie attitudini) la capacit\u00e0 di guardare anche alla fattibilit\u00e0 (feasibility<\/em>) ed alla sostenibilit\u00e0 (viability<\/em>) delle idee progettate.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Creando di fatto una nuova figura che sapesse collaborare con le altre per portare strumenti ormai radicati in un aspetto piuttosto che in un altro a disposizione di tutto il processo di progettazione e realizzazione delle idee.<\/p>\n\n\n\n

Una definizione, che a me piace particolarmente, \u00e8:<\/p>\n\n\n\n

Il Business Design \u00e8 una attivit\u00e0 che, usando le metodologie di lavoro del mondo del Design ed il mindset ad esso associato risolva, con l’uso di strumenti del mondo del Business, nuove sfide imprenditoriali.<\/p>Alen Faljic – BeyondUser<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n

Quando si parla di metodologie di lavoro relative al Design molti penseranno ai canvas (che vanno tanto di moda) per\u00f2 pi\u00f9 che questi strumenti il vero coltellino svizzero che ha nel suo arsenale un bravo designer \u00e8 la capacit\u00e0 di creare una sintesi chiara<\/a> da una serie di dati apparentemente scorrelati sfruttando il ragionamento adbduttivo<\/a>, proprio del Design Thinking. Se a questo associamo un mindset abituato ad esplorare e cercare le informazioni pi\u00f9 nascoste<\/em> abbiamo la giusta miscela per abilitare il Business Designer a costruire scenari di business che prendano in considerazione non solo i customer ma anche gli stakeholder. <\/p>\n\n\n\n

In termini di Business Model Canvas significa, ad esempio, guardare con attenzione tutto il canvas<\/strong> e non solo la parte dedicata alla Value Proposition.<\/p>\n\n\n\n

E qui entrano in gioco gli strumenti fortemente correlati al mondo del Business. <\/p>\n\n\n\n

Da qualche tempo quando insegno ad utilizzare il Business Model Canvas<\/a>[1]<\/a> non mi limito a spiegarne i 9 blocchi ma approfondisco il tema introducendo anche le 5 forze di Porter<\/a>, l’analisi PESTEL, il tema del Vantaggio Competitivo<\/a> di Porter e, se si tratta di una startup di prodotto non digitale, non disdegno la definizione di Catena del Valore<\/a> (di Porter). <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Questo perch\u00e9 avere un contesto pi\u00f9 ampio dei soli canali di vendita o tipologie di clienti aiuta a prendere scelte consapevoli fin dall’inizio ed a risparmiarsi notevoli grattacapi in fase di validazione.<\/p>\n\n\n\n

Ed ecco arrivare quindi l’ultimo pilastro del Business Design, la gestione delle sfide imprenditoriali<\/em>. <\/p>\n\n\n\n

Queste possono essere la corretta strategia per garantire una crescita costante (fatturato, utili, utenti, market shares, competenze) piuttosto che un’oculata gestione delle ottimizzazioni dei costi. Fino ad arrivare a definire per il proprio business quando mettere in pratica principi di make or buy<\/em> o di pianificare l’abbandono dell’attuale modello di business declassandolo a cash cow<\/a> in modo da avere risorse libere per fare innovazione. <\/p>\n\n\n\n

Se a questo processo iniziamo ad affiancare anche i temi di Sostenibilit\u00e0 e Resilienza<\/a> otterremo una nuova figura, che a mio parere sar\u00e0 sempre pi\u00f9 cercata nei prossimi anni: <\/p>\n\n\n\n

Il Sustainability Designer<\/strong>, una sorta di beholder <\/em>con un occhio ai clienti, uno agli stakeholder, uno al mercato e quello principale fisso sulle buone pratiche di sostenibilit\u00e0 ambientale e sociale.<\/p>\n\n\n\n

\n
\n
Do you need to introduce green software AND\/OR OKR practices to your company?

Do you want to participate or organize a workshop on the topic? Let’s discuss it<\/a>!<\/h6>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n

<\/a>[1] ad esempio nei corsi del Founder Institute<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Negli ultimi decenni si \u00e8 vista una sostanziale crescita dei temi di design all’interno di molti settori, partendo dal design industriale associato anche a temi di ergonomia per arrivare alle pratiche pi\u00f9 recenti di user, service e customer experience design del mondo digitale (e non solo). Negli anni la forte crescita di questi temi ha […]<\/p>\n","protected":false},"author":1,"featured_media":3465,"comment_status":"closed","ping_status":"open","sticky":false,"template":"templates\/template-cover.php","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Negli anni la forte crescita dei temi inerenti al Design customer-centrico ha reso consapevoli le aziende che l'attenzione alle sole necessit\u00e0 dell'utente (desirability) non bastano a rendere il business, prima ancora che profittevole, sostenibile. ","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2301,2313],"tags":[2312,2314,2297,1597,2292,2315],"class_list":["post-3464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advisoring","category-business-design","tag-bmc","tag-business-design","tag-business-designer","tag-design","tag-sustainability","tag-sustainability-designer"],"yoast_head":"\nBusiness Design - Fullo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fullo.net\/blog\/2020\/04\/28\/business-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business Design - Fullo\" \/>\n<meta property=\"og:description\" content=\"Negli ultimi decenni si \u00e8 vista una sostanziale crescita dei temi di design all’interno di molti settori, partendo dal design industriale associato anche a temi di ergonomia per arrivare alle pratiche pi\u00f9 recenti di user, service e customer experience design del mondo digitale (e non solo). 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L'ho fatto per\u2026","rel":"","context":"In "advisoring"","block_context":{"text":"advisoring","link":"https:\/\/www.fullo.net\/blog\/category\/entrepreneurship\/advisoring\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2021\/03\/image-1.png?fit=869%2C727&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2021\/03\/image-1.png?fit=869%2C727&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2021\/03\/image-1.png?fit=869%2C727&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2021\/03\/image-1.png?fit=869%2C727&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3448,"url":"https:\/\/www.fullo.net\/blog\/2020\/04\/07\/resilienza-e-sostenibilita\/","url_meta":{"origin":3464,"position":2},"title":"Resilienza e Sostenibilit\u00e0","author":"Francesco Fullone","date":"07\/04\/2020","format":false,"excerpt":"Sono ormai 3 anni che collaboro come mentor per il Contamination Lab organizzato dalla Fondazione di Banca del Monte di Faenza. 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Lo faccio perch\u00e9\u2026","rel":"","context":"In "mentorship"","block_context":{"text":"mentorship","link":"https:\/\/www.fullo.net\/blog\/category\/entrepreneurship\/mentorship\/"},"img":{"alt_text":"Sustainable Business Model Canvas","src":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/04\/SustainableBusinessModelCanvas_highresolution-scaled.jpg?fit=1200%2C849&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/04\/SustainableBusinessModelCanvas_highresolution-scaled.jpg?fit=1200%2C849&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/04\/SustainableBusinessModelCanvas_highresolution-scaled.jpg?fit=1200%2C849&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/04\/SustainableBusinessModelCanvas_highresolution-scaled.jpg?fit=1200%2C849&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/04\/SustainableBusinessModelCanvas_highresolution-scaled.jpg?fit=1200%2C849&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3374,"url":"https:\/\/www.fullo.net\/blog\/2020\/02\/27\/2020\/","url_meta":{"origin":3464,"position":3},"title":"2020","author":"Francesco Fullone","date":"27\/02\/2020","format":false,"excerpt":"Come i pi\u00f9 attenti umarell da socialini avranno notato negli ultimi due mesi c'\u00e8 stato un po' di fermendo sul mio account Linkedin. A partire da quest'anno ho deciso di rivedere le priorit\u00e0 personali concedendomi pi\u00f9 tempo per attivit\u00e0 che reputo a valore aggiunto (famiglia, me stesso, comunit\u00e0 delle persone\u2026","rel":"","context":"In "Entrepreneurship"","block_context":{"text":"Entrepreneurship","link":"https:\/\/www.fullo.net\/blog\/category\/entrepreneurship\/"},"img":{"alt_text":"panta rei, tutto scorre","src":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/02\/panta-rei.jpg?fit=638%2C359&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/02\/panta-rei.jpg?fit=638%2C359&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2020\/02\/panta-rei.jpg?fit=638%2C359&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":3896,"url":"https:\/\/www.fullo.net\/blog\/2022\/02\/20\/invincible-okr\/","url_meta":{"origin":3464,"position":4},"title":"Invincible OKR","author":"Francesco Fullone","date":"20\/02\/2022","format":false,"excerpt":"Una mia ossessione \u00e8 quella di abilitare le aziende a ragionare su due diversi binari, quello del business as usual e quello dell'innovazione. Digitiamo opera in questo modo, con una linea di business pi\u00f9 tradizionale ed una prossima allo startup studio. Ma anche Apropos ha un filone di innovazione per\u2026","rel":"","context":"In "advisoring"","block_context":{"text":"advisoring","link":"https:\/\/www.fullo.net\/blog\/category\/entrepreneurship\/advisoring\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2022\/02\/Invincible_hero.png?fit=1000%2C840&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2022\/02\/Invincible_hero.png?fit=1000%2C840&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2022\/02\/Invincible_hero.png?fit=1000%2C840&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2022\/02\/Invincible_hero.png?fit=1000%2C840&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":4114,"url":"https:\/\/www.fullo.net\/blog\/2023\/10\/16\/green-web-smart-working-software\/","url_meta":{"origin":3464,"position":5},"title":"Green Web Smart Working Software","author":"Francesco Fullone","date":"16\/10\/2023","format":false,"excerpt":"Come al solito preparare talk ed aggiornare slide per le lezioni mi porta ad approfondire temi gi\u00e0 visti con nuovi paper, informazioni collaterali e report. 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