Context: INNOVATING key audience MADE IN… process tools used the numbers

where
266 visionary and
2004: Alexander Osterwalder com-
the model strategy: 267
pletes a Ph.D. dissertation on the topic Alexander and Yves decide you can’t game changing… Written: Lausanne, CH
Designed: London, UK The core team consisting of Alexander, Yves and Patrick start the project • Environmental Scanning 9 1,360
of business model innovation with Pro- credibly write a book about entrepreneurs / Edited: Portland, USA with a number of meetings to sketch out the business model of the book. • Business Model Canvas
years of
research
comments
fessor Yves Pigneur at HEC Lausanne, business model innovation
consultants / Photographed: Toronto, CA and practice

did this
Switzerland. Fast forward. 2006: The
approach outlined in the dissertation
starts being applied across the world
based on Alexander’s business model
• Customer Empathy Map
45
The Hub is launched to co-create the book with business model innovation
without an innovative business
Produced: Amsterdam, NL
model. They ditch publishers and executives Events: Amsterdam & Toronto
practitioners around the world. Alan Smith (creative direction and design)
and Tim Clark (editor) of the business model community join the core team. content and r&d:
474 countries
launch the Hub, an online platform The group is completed by JAM, a company that uses visual thinking to solve • Customer Insights
co-authors
to share their writings from day one.
Anybody with an interest in the topic
business problems. An engagement cycle is started to pump fresh “chunks”
• Case Studies 137,757
of content out to the community for editing, feedback, and co-creation. The
19

book
blog, notably in companies such as 3M,
Ericsson, Deloitte, and Telenor. During
a workshop in the Netherlands Patrick
van der Pijl asks “why is there no
book accompanying the method”.
can join the platform for an access fee writing of the book becomes completely transparent. Content, design, illustra- open process: views of method
online before
(initially U.S.$ 24.-, which is gradu- tions and structure are constantly shared and thoroughly commented by the • Online Platform book chunks book publishing
ally raised to U.S.$ 243.- to keep the online community spread around the world. The core team responds to every
• Access to Unfinished Work
platform exclusive). This and other
innovative revenue streams finance the
comment and integrates the feedback back into the book and design. A “soft
• Commenting & Feedback
8 13.18
launch” of the book is organized in Amsterdam, Netherlands, so members of prototypes

come
book production in advance itself is an GB of content
Alexander and Yves pick-up the the Hub can meet in person and share their experience with business model • Co-creation
challenge. But how do you stand
innovation as well. It breaks the format
of conventional strategy and manage-
innovation. Sketching out your business model with JAM becomes the core
exercise of the day. 200 special limited edition prototypes (unfinished) of the
design: 200 28,456
out in a market where countless ment books in order to create value for book go to print and a video of the book writing process by is produced by • Open Design Process copies of a Post-it™ notes used
messed
strategy and management books the reader: it is highly visual, designed Fisheye Media. After several further iterations the first print run is launched. • Moodboards up test print
4,000+

from?
are published every year? and complemented by exercises and
• Paper Mockups
77
workshop tips.
hours of work
• Visualization
forum
• Illustration
• Photography
discussions 521
photos
287
Skype Calls