Design Thinking

toolkit
BMI Team charter

• Expectations
What do you expect from each other
• Team values
What are the overall core values that are
recognized by all team members?
in order to be(come) a successful team?

• Energy source
What generates energy in the group?
What gets everyone going?

• Team goal(s)
What is the goal you want to reach?

•
When is the effort a success?

•
Driver
Team members Who is behind the wheel? How
Who is on the bus and what
do they will you choose a direction and
lues, skills, take decisions (together)?
bring to the team? Roles, va
character traits?

• Trouble

•
What will you do when
the shit hits the “van”? Obstacles
What would prevent you, as a team,
to reach your goal(s)?

© Business Models Inc Adapted from designabetterbusiness.com

Point of view
BMI 5 bold steps vision canvas ®

• Theme

• Theme
• Theme

• Theme
• Theme

• Vision statement

• Bold steps

• Supports
• Challenges

• Values

© Business Models Inc Adapted from the Grove, David Sibbet

BMI Cover story canvas ®

• Cover
e.g. magazine, e-zine, billboard, newspaper
• Big headlines
• The interview
• The bottom line

• Quotes

# Hashtags
@

© Business Models Inc Adapted from the Grove, David Sibbet

BMI Design criteria canvas
• Must
Must-haves and
non-negotiables

• Should
Should-haves and
important features

• Could
Could-haves and
optional features

• Won’t
Won’t haves, things that
are definitely not on the table.
Also non-negotiables.

© Business Models Inc Adapted from designabetterbusiness.com

BMI Storytelling canvas
• Subject
What is the story about?
• Goal
What do you want to achieve with this story?
• Audience
What is your story’s audience? What are their
needs,pains, gains, job(s)-to-be-done.

• Purpose
What is the purpose of your story? Your story can only have one purpose.

Explore Explain Inspire Persuade

• Before
What does your audience think, feel, know,
want, before they have experienced your story?
1. Set the scene
What do you need to introduce?
What should be set up or explained?
2. Make your point
The audience’s a-ha moment.
3. Conclusion
The end of your story. What is the conclusion?
What is your call to action?
• After
What does your audience think, feel, know,
want, after they have experienced your story?

© Business Models Inc Adapted from designabetterbusiness.com

Understand
BMI Context map canvas ®

• Demographic trends
Look for data on demographics, education, employment.
Are there big changes that will impact your business?
• Rules & regulations
Are there trends in rules and regulations that
will impact your business in the near future?
• Economy & environment
What are trends in the economy and in the
environment that will impact your business?
• Competition
What trends do you see among
your competitors? Are there new entries?
Who are there unusual suspects?

• Your company

• Technology trends
What are the big technological changes
that will impact your business in the near future?
• Customer needs
What are the big trends in customer needs?
How do the expectations of customers
• Uncertainties
Do you see any big uncertainties?
Things that can have a big impact,
develop in the near future? but it’s unclear how or when?

© Business Models Inc Adapted from the Grove, David Sibbet

BMI Business model canvas
• Key partners
Who are your most important partners?
Which key resources do you acquire from partners?
• Key activities
What are the activities you perform every day
to create & deliver your value proposition?
• Value propositions
What is the value you delivery to your customer?
Which of your customer’s problems are you helping to solve?
• Customer relationships
What relationship does each customer segment
expect you to establish and maintain?
• Customer segments
For whom are you creating value?
What are the customer segments that
Which key activities do your partners perform? What is the customer need that your value proposition addresses? either pay, receive or decide on your
What is your promise to your customers? value proposition?
What are the products and services you create for your customers?

• Key resources
What are the resources you need to create &
deliver your value proposition?
• Channels
How does your value proposition reach
your customer? Where can your customer
buy or use your products or services?

• Cost structure
What are the important costs you make
to create & delivery your value proposition?
• Revenue streams
How do customers reward you for the value you provide to them?
What are the different revenue models?

Brought to you by Business Models Inc www.businessmodelgeneration.com

BMI Value proposition canvas
• Gain creators
What can you offer your customer to help them
• Gains
• •
achieve their gains? How do you outperform
the current solution? How will adoption by your
Products & services customer be easier?
• •
What are the products and services you can offer
your customer so they can get their job done?
Pain relievers
How can you help your customer to relieve
their pains? What problems can you eradicate?
How do you fix current underperforming solutions?
How do you eliminate risks your customers fear?
How do you get rid of current barriers?
Brought to you by Business Models Inc
Persona _____________________________________________________
What would make your customer happy?
What would make their life and the job-to-be-done easier?
What do customers dream about?
Job-to-be-done
What is the job your customer wants to get done
in their work or life? What are the functional, social,
Pains emotional jobs your customer wants to get done?
What is annoying or troubling your customers?
What is preventing them from getting the job done?
What is keeping your customer awake at night?
www.businessmodelgeneration.com
BMI Persona canvas Persona _____________________________________________________

• Negative trends
Negative trends from the environment
• Positive trends
Positive trends from the environment

• Headaches
Professional and work
related issues • Opportunities
Professional and work related
positive outcomes

• Fears
Personal issues
• Need
What does this person
really want? • Hopes
Personal goals and hopes

Name _______________________________________________________

Role/occupation _______________________________________

Age __________________________________________________________

Other information _____________________________________

© Business Models Inc Adapted from designabetterbusiness.com

BMI Customer journey canvas Persona _____________________________________________________

• Customer needs

• Key moments
Emotional impact

• Solutions

© Business Models Inc

Ideate
BMI Creative matrix
• Customer segment 1
• Customer segment 2
• Customer segment 3
• Customer segment 4
• Customer segment 5

• Category 1

• Category 2

• Category 3

• Category 4

• Category 5

© Business Models Inc Adapted from designabetterbusiness.com

BMI Wall of ideas

© Business Models Inc Adapted from designabetterbusiness.com

BMI Innovation matrix
• Substantial

• Cost
• Revenue

• Incremental

© Business Models Inc Adapted from the Grove, David Sibbet

BMI Business model canvas
• Key partners
Who are your most important partners?
Which key resources do you acquire from partners?
• Key activities
What are the activities you perform every day
to create & deliver your value proposition?
• Value propositions
What is the value you delivery to your customer?
Which of your customer’s problems are you helping to solve?
• Customer relationships
What relationship does each customer segment
expect you to establish and maintain?
• Customer segments
For whom are you creating value?
What are the customer segments that
Which key activities do your partners perform? What is the customer need that your value proposition addresses? either pay, receive or decide on your
What is your promise to your customers? value proposition?
What are the products and services you create for your customers?

• Key resources
What are the resources you need to create &
deliver your value proposition?
• Channels
How does your value proposition reach
your customer? Where can your customer
buy or use your products or services?

• Cost structure
What are the important costs you make
to create & delivery your value proposition?
• Revenue streams
How do customers reward you for the value you provide to them?
What are the different revenue models?

Brought to you by Business Models Inc www.businessmodelgeneration.com

Prototype
BMI Prototype canvas
• Customer
promise
• Step 1
• Step 2
• Step 3
• Step 4
• Customer’s
job-to-be-done

Alternative Alternative Alternative Alternative

• Key features
• The experience
What can’t we skip this step?
• The experience
What can’t we skip this step?
• The experience
What can’t we skip this step?
• The experience
What can’t we skip this step?
• Customer’s benefit(s)

© Business Models Inc Adapted from designabetterbusiness.com

Validate
BMI Riskiest assumptions canvas
• Validated assumption
Validated assumptions and facts go in this box.
• Low impact

• Riskiest assumption
There can be only one riskiest assumption.
• High impact

© Business Models Inc Adapted from designabetterbusiness.com

BMI Experiment canvas
• Riskiest assumption
What is the riskiest assumption you want to test?
The one assumption your whole idea hinges on.
• Results
Record the qualitative or
quantitative results of the experiment

• Falsifiable hypothesis
Construct your hypothesis
• Conclusion
Did your results match your hypothesis?
Or did they contradict your hypothesis?
Was your result clear enough?

We believe that ____________________________________________________________________________________________ Validated

Specific, testable action

Invalidated
Will drive
Inconclusive
_____________________________________________________________________________________________________

Specific, measurable outcome

Within _________________________________________________________________________________________________________

Specific, tangible timeframe

• Experiment setup
What kind of experiment will you use?
What are you measuring? How many times?
• Next steps
What is your next move?

© Business Models Inc Adapted from designabetterbusiness.com

BMI Validation canvas
• Start
• Pivot 1
• Pivot 2
• Pivot 3
• Pivot 4

• Riskiest assumption

• Customer segment

• Customer need

• Prototype for validation

• Method

• Min. success criterion

• Result: pivot or persevere

© Business Models Inc Adapted from designabetterbusiness.com

Scale
BMI Investment readiness level
• Level 9
Identify and validate metrics that matter
High

• Level 8
Validate value delivery (left side of canvas)

• Level 7
Prototype high-fidelity minimum viable product

• Level 6
Validate revenue model (right side of canvas)

• Level 5
Validate product/market fit
Medium

• Level 4
Prototype low-fidelity minimum viable product

• Level 3
Problem/solution validation

• Level 2
Market size/competitive analysis

• Level 1
Complete First-Pass Business Model Canvas
Low

© Business Models Inc The Investment Readiness Level was created by Steve Blank.