Grow your core business
Drive revenue & customer growth in the business you already run.
- Value proposition design
- Innovation management
- Business transformation
We
design
growth.
We help companies turn growth ambitions into tangible business results. Where to grow, what to build, and how to make it happen.
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
///
//////////////////////////////////////////////////////////////////////////////01 Who we are
We did not join an industry. We started one. In 2010 Patrick van der Pijl fused the creativity of designers with the discipline of the boardroom and called it business design. Then we wrote the book on it, and five million people picked it up. The big firms sell you answers and send the bill again next year. We build the ability to answer into your own people, so the day we leave is the day you speed up. Fifteen years on, the idea has not changed. We help people help themselves.
Since 2010 · Amsterdam · Taipei · Shenzhen
Read our story →
02 What we do
We turn growth ambitions into business results.
Business model innovation, customer insight, AI, digital product development and co-creation, in one continuous process. We find where you can grow, build the right solutions with your team and make them happen.
- 01
Map your business model portfolio
We map how you create value today, across stages of business model maturity and across the value spaces in your market. The result is a strategic chessboard of your business models, your propositions and your position.
- 02
Find your growth pockets
Where are your propositions strong, where do they need to evolve, and where is new value emerging? We hunt for the white spaces: unmet needs, underserved markets and the opportunities that hold your next wave of growth.
- 03
Start with customer value
For every growth pocket we dig into what customers are really trying to get done: their jobs, needs and pains. We validate it with real customers, market evidence, external data and AI-supported research, so decisions rest on facts, not assumptions.
- 04
Turn insights into products and services
We co-create the value propositions, products and services, with AI speeding up the research and connecting the dots. When it needs building, we build it with you: AI solutions, digital platforms, apps and the infrastructure that delivers value at scale.
- 05
Build the capability to execute
No series of workshops, no extra meetings. One simple weekly rhythm on your real business challenges. We work with your teams, not just for them, until they own the process and the execution.
- 06
Turn opportunities into results
One connected journey, from portfolio to growth pocket to customer value to delivery. You get more than a strategy or a roadmap: a team that knows where to focus, what to build, how to deliver it and how to keep moving.
03 Four growth paths
Four ways we unlock growth
Every engagement starts with the same question. Where is value next for you? These are the four paths we take to find it, and on every one of them your team learns the method while we work. Drag through them.
Unlock new markets
Explore new opportunities and expand into untapped markets.
- New products & business models
- Experimentation & validation
- Commercialisation & GTM
Drive future growth
Lead with disruptive innovations that shape what comes next.
- Future visioning
- Growth strategy
- New business building
Build capabilities
Empower your teams to innovate at speed and scale.
- Innovation training
- Guided innovation workflows
- Accelerator programs
04 Selected projects
Work that moves markets
All 36 projects →Strategy only counts when something ships. A selection of the work, from global giants to bold challengers, built together with the people who now run it. Microsoft. Toyota. Cisco. Herman Miller. INGKA Centres. Companies that can hire anyone chose the people who invented the discipline.
Microsoft
From customer insights to customer value
↗
Toyota Financial Services
How to start the creative engine
↗
Cisco
Shaping the future of Industry 4.0
↗
Herman Miller
3 future scenarios that change the way we work today
↗
INGKA Centres
A strategic redesign, from circular concept to cutting-edge ecosystem
↗
Strategic clarity. Customer value. AI-enabled development. Continuous co-creation.
Let us find your next growth→05 Official Miro partner
The #1 visual workspace for innovation.
Since 2024 we are officially a Miro partner. Supported by the world's leading AI innovation workspace, 100M+ users, 95% of the Fortune 100, we supercharge collaboration to drive growth.
About the partnership→
06 Trusted worldwide
We measure ourselves the way you would. In capability left behind, not hours billed.
0Clients across every industry
0Readers of our books
0Continents, one team
0Years designing business
07 Upcoming training
Teams and AI. As one.
One day, one real challenge. The Augmented Collaboration One-Day Training takes your team through the complete innovation workflow, from customer problem to market, and shows exactly where AI augments the team at every step. Not a course in how to use ChatGPT, but a new way of working, installed in a single day.
// Save the date
Thursday 29 October 2026
01 / The challenge
You bring it, we work it
No case studies. Your team works a real customer or business challenge for the whole day, in teams of 3 to 5, and leaves with progress on it.
Who it's for →02 / The workflow
AI at every step
Six moves, one continuous workflow. AI plays Problem Challenger and devil's advocate while your team finds the problem, creates value and takes it to market.
The six moves →03 / The take-away
Proof, not slides
Ten artefacts built in sequence, one Value Creation Blueprint and a 90-day installation plan with owners, metrics and a review date.
What you keep →08 Inspiration
Fresh thinking
All inspiration →The thinking behind the work, free to take and use. That is not marketing. That is the business model.
Insight
The art of killing innovation projects.
Companies invest significant resources in launching new initiatives, products, and services to stay ahead of the competition, but what is often overlooked is th…
Read →
Insight
Building a Purpose-Driven Business: Why having a mission matters.
Purpose-driven companies have taken center stage in today's business landscape, striving to make a positive impact on people, planet, and profit while reaching …
Read →
Insight
4 paths to structure innovation.
In today's business world, innovation is a must if companies want to remain competitive, and to be successful it needs to be paired with a customer-centric atti…
Read →Ready forthe future?
Explore the possibilities with Patrick van der Pijl and the BMI team. Every big shift starts with a conversation.