Success hinges on anticipating on developments in your area, and to translate that into your strategy and business model. And not only for businesses are good concepts worth a fortune. Also, social issues will benefit from innovative solutions. But how to achieve this?

In the wayfinding of a strategy or business model the strength of innovation can't be found when relying merely on an analytical approach. The new era is increasingly complex and requires new ways of thinking and developing.


  1. ‘Design thinking has become business strategy’

    “Because of all the digital disruption the urgency of innovation is more than ever felt. The importance of the end user experience, which designers are always working on, is finally being recognized.

    The so-called design thinking has been around for a while. In today's digital age large traditional companies are increasingly under pressure. Companies like Uber and Airbnb, whose creative thinking is in the genes, are disrupting markets. Whilst digital transformation is high on the agenda design thinking takes an important place in the boardrooms of traditional businesses.

    In design thinking it's not only about the beautiful design of a product, an app or website. Design thinking creates design principles like the focus on the end user and the ease of use across the organization. Designers keep their focus on the larger problem, they embrace abstract challenges and uncertainties. By fueling the imagination, new ideas and innovation rise. Managers are taught to make continuous product improvements based on feedback from end users. Financieel Dagblad."


Design Thinking brings/offers models for a new way of thinking. It's is an proven approach to a business problems or societal challenges, delivering to come up with creative and innovative solutions based on knowledge of human behavior.

Design Thinking is a constructive method to support new initiatives like startups, spin offs, joint ventures and innovation projects. Holistic, creative, emphatic, with focus on the human perspective.

Design Thinking makes use of the Double Diamond model which leads to specific solutions.

FRAME A well defined question is a half solved problem.

RESEARCH The following step is researching the availability of sources and information.

IDEATION The information is used to create new ideas, a customer or employer journey, a strategy or a vision of the future.

PROTOTYPE TEST The best ideas out of these are chosen and tested and prototyped.


For 20 years now I, Sandra van Vliet have advised corporates, creative industry, companies and organizations in the use of creativity and innovation for their development and growth as a concept developer, product and service designer and communication strategist.

I believe that true innovation originates from connecting different disciplines and perspectives, and that this process needs experienced direction and a structured communication process. Trust is essential. Therefor I love to work in a preferenced team of specialists and generalists; communication experts, developers, service designers, graphic designers, photographers and copywriters.


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