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Business Models for Life and Work

Are you in business-to-business or business-to-consumer? Or perhaps in direct-to-consumer? How about government-to-citizen? People like putting things in boxes; it’s tidy, it’s neat.
However, we don’t use such terms at Reins Group when it comes to business. We subscribe to a powerful quote from Simon Sinek.

“100% of customers are people. 100% of employees are people. If you don’t understand people, you don’t understand business." 

Simon Sinek on Twitter, Oct 28, 2009
Since we also believe that businesses must enable people to achieve their goals in life and work, we use these two distinctions:

1. business models for life, and
2. business models for work.

How do we define a business model?

A business model consists of three primary ingredients only:

1. Target customers (we call them ‘target people’)
2. Value proposition
3. Value delivery chain.

Change one of the three ingredients, and you change the business model.

Yet enabling people in life and work is not the only goal. At least not in our book. We also firmly believe that any business has a responsibility beyond its target customers. Our actions impact the environment and society ─we do not operate in a vacuum but a system. Hence, it is only fair that we broadly take responsibility for our efforts.

How do we define a sustainable business model?

We define a sustainable business model as one that, on top of the primary ingredients, meets the requirement to:

• Not harm but preferably enhance planetary health
• Not harm but preferably enhance social well-being

Does this mean a sustainable business model is sustainable in the literal sense of the word ─maintained at length without interruption or weakening? Alas, no. Any model is subject to commodification. 

However, one can hold and strengthen the core competence of innovation at length. A business model that leads to maintained innovation competence will be integral by nature and has eight characteristics:

Source: r3.0 | Redesign for Resilience and Regeneration

Business Models for Life

Improve the lives and surroundings of people
New business models for life contribute to the well-being of people in their lives. Tremendous opportunities exist to better the conditions of those in developing and developed countries. Think about reverse innovation for a moment. Reverse innovation is a revolutionary approach to creating products and services that can make life better for those who have the least. It starts by designing in developing economies, solving real problems of these countries’ lowest-income citizens before tweaking it just enough to work well with traditional markets abroad - always focusing on need first rather than wealth second.

Business Models for Work

Improve people’s work and business worlds
Workforces around the globe face daunting challenges. Maybe you are the one who has the brilliant idea that allows millions to work smarter or provide a model that re-engages those left behind professionally. Or, think about zero waste and zero emmissions. Think circular. A circular business model is one that is restorative or regenerative by design. It creates value by driving revenue from product life cycles that are effectively endless. In a circular business model, products and materials are kept at their highest utility and value at all times – meaning they are used, reused, remanufactured or recycled back into the production cycle for as long as possible.

There are many benefits to designing and implementing a circular business model. For one, it can lead to decreased costs associated with waste disposal and resource procurement. Additionally, it can help you tap into new revenue streams from selling refurbished products or recycled materials. Finally, it can help build brand equity and customer loyalty by positioning your company as a leader in sustainable business practices.

Experiential Design

Look beyond the horizon and co-create what you can envision 
Maybe your idea is still a vague vision that you cannot describe yet. That’s where experiential design comes in. We help you envision and articulate that opaque and blurred image in your soul and mind. Open your mind to the idea that your target people might formulate what you see but cannot yet express in simple terms. You do not hold the key to unlocking what you can envision; they do.
You help them see what they cannot, and they help you articulate what you can’t.

Experiences are more than just what you do and see; they also include how well it feels. Good experiences influence opinion by providing all relevant information upfront while providing opportunities to explore different options before making decisions. When designing for people, we must understand their goals and agitations, as well as the environment in which those products or services will be used or consumed - this includes factors such as feelings of comfort level with an interface  and whether there’s enough space on offer at any given time.

With experiential design, you shape human experience through co-creation in a series of rapid experiments,from low-evidence, low-cost to high-evidence, matching-investment.


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