Business Thinking for Designers

Conclusion
My attitudes about design changed as I began to understand 
basic business concepts. I knew how design impacted the lives 
of customers, but I suddenly began to see how it affects the 
ability of business partners to make decisions as well. I realized 
that addressing only one perspective of value made it more 
difficult to gain consensus on my recommendations. 
By learning basic models and strategies, designers can 
incorporate the language of business into their analysis and 
recommendations. Then, by communicating the actual and 

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45 
Explore business concepts
perceived value design brings to the business, you’ll find more 
support for your work and ideas.
Further reading
Porter’s Generic Strategies by the Mind Tools Content Team
Competitive Advantage: Creating and Sustaining Superior 
Performance by Michael Porter, a C. Roland Christensen 
Professor of Business Administration at the Harvard Business 
School
Porter’s Five Forces by the Mind Tools Content Team
Beyond Users’ d.MBA online course
7 Things Every Designer Should Know About Business by 
Beyond Users

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46 
Develop your business perspective