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Five guiding principles characterise the Business Design approach:

Customers first

Customers first: We strive to understand the world of our customers (and their customers) - better than they do themselves.

Dream big. Act small.

Dream big, act small: We aim high but always start with small steps. We learn under real conditions in an iterative development and learning process.

Think business. Not product.

Think business, not product: We don't rest until we have found a promising business model - technology is never enough.

Actions beats intention.

Action beats intention: Creating innovation is more about doing than thinking. The best intention to find someday a world-changing idea is great but building "something" and improving it passionately and deliberately is way better. 

Facts over opinions.

Facts over opinions: Believing in your own opinions on how the future might be is a risky bet. We replace opinions with facts to make better decisions. No facts = no decision.

We have all guiding principles as magnetic shapes. You can easily order a set by sending us a short email to

Other important principles are:

Be visual

Be visual: Creating something new implies that we have to deal with ideas that are hard to imagine. Making the intangible tangible is essential in Business Design.

Demo or die

Demo or die: We don't talk about ideas, we always show a "demo" that visualizes the value or benefits of the idea. If you can't demo your idea, don't waste other's time.

Get out of the fucking building

#GOOTFB... stands for "Get Out Of The F*** Building": New business is never built in workshop rooms. The magic usually happens "on the street" when you are with customers or in a workshop building prototypes.

Plan do

Plan do. Plan do. Plan do: Well, this is the essence of development and learning processes. We don't plan the perfect business, we build it in iterative cycles.

Learn and earn

Learn and earn: In an "agile" world, it is easy to end up in never-ending learning cycles. We strive to earn real money as quick as possible (which is also good for learning and your discussions with VCs ;-)

No bullshit

No bullsh*t: Hollow phrases and buzzwords are a sign of ignorance. We try to use a language that is clear, decisive and without ambiguity.

ps: One of our secret weapons is our "Anti-Bullsh*t Spray" (filled with fragrance). Use it vigorously whenever you detect a source of bullsh*t. Consider also the W.A.I.T. ("Why Am I Talking?") principle in your next meetings or workshops. It's magic!

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