The 10 Principles of Good Business Model Design

Apple’s Jonathan Ive changed the world with his designs. The Apple devices are more known because of their design, rather than the logo they carry. Looking at the device that was the first stepping stone in this for Apple, the iPod 1, many people claim their is a great deal of resemblance with Braun’s T3 pocketradio, launched in 1958 (nrc). This radio was designed by Dieter Ram, head of product design from 1955-1998.

Ram applied ten principles to good design. According to Ram good design:

• is innovative
• makes a product useful
• is aesthetic
• makes a product understandable
• is unobtrusive
• is honest
• is long-lasting
• is  thorough down to the last detail
• is environmentally friendly
• is as little design as possible

Applying these 10 principles to business model design, the following guidelines are derived:

• is innovative
  A good business model is unique, and therefore hard to imitate.
• makes a product useful
  Using the business model, from the company as well as the customer perspective, is easy.
• is aesthetic
  A good business model does not cause any irritation or confusion. Only well executed business models can be beautiful.
• makes a business model understandable
  It makes the business model clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.
• is unobtrusive
  The business model leaves room for the user’s self-expression. Business models fulfilling a purpose are like tools that add to the quality of life of its users.
• is honest
  An honest business model does not make a product or service seem more valuable than it really is. Influencing and manipulation of customers and users by the business model is not done.
• is long-lasting
  A good business model avoids being fashionable and therefore never runs the risk of being outdated.
• is  thorough down to the last detail
  In the design sufficient attention has been paid to the details of the design, creating a true experience for customers and users. In the execution of a good business model these should implemented accurately.
• is environmentally friendly
  Good business model design is aware of its environmental impact and aims to make an important contribution to the preservation of the environment by conserving resources and minimizing physical and visual pollution.
• is as little design as possible
  Keeping it pure! Everything that is non-essential to a business model should be kept out of its design.

When designing new business models these 10 principle will help you to focus your effort and flow your creativity accordingly to make beautiful, meaningful new business models.