Intelligent re-design


Intelligent design is a huge discredited furphy perpetrated by Christian fundamentalists in the US on sections of the school system.

But, taking the notion of viewing something through an entirely different lens a bit further, intelligent re-design becomes a notion that offers the thought that business models can sometimes be, and often should be, turned on their heads as a way of evolving.

Often I find myself between things, having time to kill before the next commitment, and I sometimes spend that time in a café having a coffee, and reading, thinking, and generally just contemplating.

It occurred to me the other day whilst indulging in such a contemplation, that I was not buying a coffee, I was buying a pleasant location to spend time, the coffee was just the excuse.

In effect, I was paying for time, not buying a coffee.

In most cases, there is the apparent reason stuff happens, then when you scrape away, the real reason sometimes becomes apparent. People who buy expensive cars are not buying transport, they are buying an object that says something about them to others, just as my coffee is an excuse to sit quietly in a cafe.

It is the articulation of this “real reason”, difficult as it usually is to articulate, where great value can be created. The breakthrough over the last few years that is enabling much of the development is the two sided market capability enabled by the web. Participants in the so called “collaborative economy” a term popularised by Jerry Owyang are all busily re-designing business models all over the place.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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4 Responses to Intelligent re-design

  1. Ann Eyres says:

    It’s a concept we are aware of at the subconscious level so thanks for bringing it into our awareness, to create a different mindset about what we offer – it’s the experience.

    • strategyaudit says:

      Hi Ann,
      I’m glad the idea touched a nerve, and just as importantly, you put finger to keyboard to say so.

  2. strategyaudit says:

    There is a potential business model that offers the opportunity for free coffee, but you pay $4/hour to sit. Perhaps $5 for the first hour, $2 thereafter. How many people would have more than 2 coffees?

  3. colinsander says:

    like it! And smart cafe operators understand the point very very well.

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