Introduction

In the fifth Business Design Jam, Alen and Franz (also a mentor in the d.MBA), discuss business design stories such as:

• why IKEA offers 0.99$ hot dogs after you bought furniture for hundreds of dollars,

• how Soul-Cycle created a competitive advantage by designing for their employees instead of customers;

• and why designers should co-create with lead users, not just test after designs are made.

The applications for the next d.MBA program just opened (Monday 27th January 2020). Apply for your spot at www.beyondusers.com/apply