Business Design for Designers. Presentation at the PUSH Conference 2017 in Munich.

1. FINALLY,
DESIGNERS
GOT A SEAT AT
THE TABLE.
SO, NOW WHAT?

2. HI, I AM
JUAN
TEJEDA
BUSINESS DESIGNER
SERIAL ENTREPRENEUR
MANAGING DIRECTOR

3. DESIGN HAS BEEN CALLED:
“THE INNOVATION DRIVER FOR
THE FUTURE OF COMPANIES”

4. “THE AGENT OF CHANGE FOR
COMPANIES TO STAY AHEAD
IN THE MARKET”

5. DESIGN = BUSINESS STRATEGY

6. MARC NEWSON
JONI IVES

7. BRIAN
CHESKY
JOE
GEBBIA
NATHAN
BLEICHARCZYK

8. MAURO PORCINI
IS PEPSICO’S FIRST
CHIEF DESIGN
OFFICER

9. THIS IS HOW DESIGNERS
SEE BUSINESS PEOPLE…
MAMI!

10. IN CONTRAST, THIS IS
HOW BUSINESS PEOPLE
SEE DESIGNERS…

11. CLASH OF
CULTURES

12. CLASH OF CULTURES:
COLLABORATION
UNCERTAINTY
EXPERIMENTATION
CALCULATED RISKS
COMPETITION
CERTAINTY
PROVEN RESULTS
RISK AVERSE
TOLERANCE FOR FAILURE NO FAILURE
SUSTAINABLE/CIRCULAR CONSUMABLE

13. LUCKILY, THIS IS CHANGING…

14. ACCORDING TO THE

15. • COMPLEX PROBLEM SOLVING
• CRITICAL THINKING
• CREATIVITY
• PEOPLE MANAGEMENT
• COORDINATING WITH OTHERS
• EMOTIONAL INTELLIGENCE
• JUDGEMENT AND DECISION-MAKING
• SERVICE ORIENTATION
• NEGOTIATION
• COGNITIVE FLEXIBILITY
TOP JOB SKILLS IN 2020

16. PROFIT…
B*TCH…

18. LEARN ABOUT BUSINESS
At least the basics…

19. MOST DESIGNERS FAIL TO UNDERSTAND THAT
THE PURPOSE OF BUSINESS IS TO MAKE A:
PROFIT

21. R
C
REVENUE
COSTS
-
PROFIT

22. R
C
PROFIT
REVENUE
COSTS
-

23. “Greed is good”
– Gordon Gekko, 1987
ASSOCIATED STIGMA:

24. ASSOCIATED STIGMA:
MODERN SLAVERY
THWARTING OF PUBLIC POLICY
CHILD LABOR
HUMAN EXPLOITATION
DESTRUCTION OF THE ENVIRONMENT
SCAMS AND THEFT
GAMBLING WITH OTHER PEOPLE’S MONEY
LOBBYING POLITICIANS
DESTROYING COMMUNITIES…

25. …YOU SEE IT HERE…
2008 WORLD
FINANCIAL CRISIS

26. …AND AGAIN …
WELLS FARGO
SCAM IN 2015…

27. MARTIN SHKRELI
FORMER CEO OF TURING
PHARMACEUTICALS AND
“THE MOST HATED MAN IN
AMERICA” AFTER RAISING
THE PRICE OF DARAPRIM, A
DRUG FOR AIDS PATIENTS
FROM $13.50 TO $750
…AND AGAIN…

28. …AND OF COURSE…

29. “IF CORPORATIONS WERE TO BE
CONSIDERED PEOPLE, MOST OF THEM
WOULD HAVE THE PERSONALITY
TRAITS OF A PSYCHOPATH”
– Documentary “The Corporation” (2003)

30. REALITY CHECK:
The culture has to change from the inside out
ULTIMATELY, THESE ARE
ATROCITIES CAUSED BY THE
CULTURE OF GREED EMBEDDED
IN THE BUSINESS WORLD.

31. CONSIDER THESE COMPANIES…

32. BUY THEIR PRODUCTS ONLY
IF YOU REALLY NEED THEM

33. RECYCLED PAPER PRODUCTS
SHADE-GROWN COFFEE
GREEN BUILDING STANDARDS
FAIR TRADE COFEE

34. i

36. FIGHTING THE CHOCOLATE
INDUSTRY ONE BAR AT A TIME
TO RID IT OF MODERN SLAVERY

37. OCEAN PLASTIC
AS RAW MATERIAL

41. USING PLASTIC TO
GENERATE COMMUNAL
BENEFITS, BY TURNING
PLASTIC INTO AN
ECONOMIC CURRENCY

42. SYSTEM TO CLEAN
MARINAS OUT OF
PLASTIC BY USING
BINS MADE OUT OF
RECYCLED PLASTIC

43. PAYS PEOPLE TO COLLECT
PLASTIC BEFORE IT GOES
TO THE OCEAN AND THEN
SELLS IT TO CORPORATIONS
AS RAW MATERIAL

44. MADE OUT OF RECYCLED
PLASTIC FROM THE OCEAN

46. DENIM COLLECTION MADE OUT
OF RECYCLED PLASTIC FROM
THE OCEAN

47. WIN-WIN

48. BUSINESS IN PURSUIT OF PROFIT
STILL OFFERS THE BEST HOPE OF
ADDRESSING MANY OF MANKIND’S
MOST DEEPLY ROOTED PROBLEMS.
(Conscious Capitalism)

49. DESIGN IS INFLUENCING THE BUSINESS
LANDSCAPE LIKE NEVER BEFORE…
NOW THAT WE HAVE A
SEAT AT THE TABLE…

50. “WITH GREAT POWER COMES
GREAT RESPONSIBILITY”
NERDY COMIC BOOK REFERENCE

51. DESIGN IS INFLUENCING THE BUSINESS
LANDSCAPE LIKE NEVER BEFORE…
LET’S CHANGE THE
WORLD ONE BUSINESS
AT A TIME…

52. THANK YOU.

53. www.brainsandhearts.de