Business model innovation: how to make a sustainable change?

As businesses seek to grow and become more competitive, the need for business model innovation becomes more and more critical. With the right strategies and tools, businesses can make giant leaps forward in their markets. To reap the benefits of business model innovation, companies need to be able to identify potential opportunities, capture customer attention, and create a sustainable business model. Here, we will discuss the process of business model innovation, the tools that can help you achieve that, the benefits of innovation, and the strategies necessary to make a sustainable change. Growing your business requires a systemic and robust approach.

Process of business model innovation

The process of business model innovation requires a thorough analysis of each of its four building blocks, which are: vision and strategy, organizations, and ecosystem. Depending on the industry, company size, and organisational objectives, the elements of this process may vary, but in general, each building block should be considered and developed through brainstorming sessions and industry research.

The four building blocks

The four building blocks of a business model – Vision and Strategy, Organizations, and Ecosystem – together form the foundation for any company's strategic endeavours. Let's go through each one in short order:

  • Vision and Strategy: Vision and strategy refer to the long-term objectives and goals which a company needs to meet in order to grow and become more competitive in its industry. To do so, companies must define their unique value proposition and select the appropriate business model. This requires a thorough understanding of market trends, customer needs and wants, as well as crafting an overarching strategy that addresses the company's most pressing issues.
  • Organizations: Organizations refer to the people and structures necessary to pursue the company's objectives. The right organization structure composed of highly skilled and motivated personnel is essential to deliver the organization's value proposition, compete in its market, and achieve its goals. Companies may choose to develop its own structure or hire an external firm to help design it.
  • Ecosystem: An ecosystem involves the external stakeholders and partners necessary to support the company's operations, such as suppliers, distributors, employees, and customers. Selecting the right partners to provide access to raw materials, manufacturing processes, distribution networks, and new customer bases is crucial to an organization's long-term success.

Vision and strategy

A strong vision and strategy provide the framework for every business model and are essential to maintain the organisation's long-term objectives. Before implementing a business model, the company must review and assess external trends, customer needs and preferences, as well as its current resources. The development of a value proposition and the selection of the appropriate business model should be the outcome of this process. Throughout this process, it is important to ensure that the company's vision and strategy are aligned with the company's goals, values and customer expectations.


Organization structure and personnel are crucial to pursue the ambitions of a business model. Without the right structures in place and personnel to guide them, any effort will be fruitless. The choice of an internal or external organization should be based on the size of the organization, its financial resources, the industry in which it operates, and the complexity of the tasks that need to be accomplished. Companies should strive to achieve an efficient and effective organisation structure that best fits the company's objectives and allows it to deliver a unique value proposition to its customers.


The last element of a business model pertains to the external ecosystem which the company needs to support its operations. Companies must locate and maintain contracts with suppliers, suppliers, distributors, and customers to ensure efficient operations and customer satisfaction. Furthermore, companies should consider and develop alliances with other companies in order to accelerate product development and increase market presence. A well-developed ecosystem is essential to ensure a healthy environment in which the organization can flourish.

Tools for business model innovation

To reinforce the process of business model innovation, companies may seek to use external tools. Such tools can help a company learn about, adapt, and implement new business models. The following list highlights some of the most commonly adopted tools by companies today to drive business model innovation.

Business model canvas

The business model canvas is a visual aid that can be used to help map out and design new business models. This tool is composed of nine sections which correspond to the different elements of a business model. Through the use of this canvas, companies can effectively identify and articulate the components of their business model and how these components interact to create value.

Design thinking

The design thinking approach consists of five interrelated steps: empathise, define, ideate, prototype, and test. Companies may use this method to understand customer needs and adapt their business models in order to fulfill those needs. This methodology helps companies identify and solve current and potential problems through empathy, creativity, and collaboration.

Value proposition design

Value proposition design is a structured approach that helps companies create new and innovative value propositions for their customers. This tool may help companies define their value propositions, quantify their value, and find ways to create and capture value for both the company and its customers. By utilizing this tool, organisations can create value for their customers, thus making it easier for them to attract and retain those customers.

Benefits of business model innovation

Innovating a business model can bring numerous benefits to a company. By broadening the scope of their activities, creating greater efficiencies, and establishing a novel value proposition, companies can become more attractive to customers and generate higher profit margins. The most prominent benefits of business model innovation are listed below.

Fostering creativity

The creative process required to innovate a business model gives employees the opportunity to develop their creative skills and apply them to help the organization be more sustainable. By encouraging their staff to think outside the box, companies can open their horizons to fresh solutions that can transform their operations.

Minimizing risk

The uncertainty that may be associated with an innovative business model is minimized by the fact that companies will have an understanding of their customer's needs and preferences, as well as the industry's trends before implementing any changes. This makes it easier for organisations to manage risks and make better decisions.

Scalability and speed

Innovative business models can give companies the opportunity to scale quickly. By having a clear strategy, organizations can act with speed and agility to grow their business. In addition, by using tools such as the business model canvas, companies can rapidly test and iterate new business models in order to identify the ideal solution for their organization.


Finally, an innovative business model creates the opportunity for a sustainable growth. By utilizing the latest technologies, companies can reduce their operational costs and tap into new sources of revenue. Furthermore, companies can use their strategies and tools to improve customer loyalty and satisfaction, thus creating a loyal and engaged customer base.

Implementation strategies for a sustainable change

To make a sustainable business model changes, companies must determine what is necessary to take the company to the next level. The following steps are key to ensure a successful implementation:

Identify current challenges

Companies must monitor their current markets, operations, and customer needs in order to identify bottleneck points that may be preventing the organisation from achieving its goals. Once these challenges are identified, an innovation process must be initiated to address them.

Identify areas of improvement

In order to make an effective switch, companies should identify the potential areas of improvement and the potential solutions that can help address these issues. Companies may seek the advice of external consultancies or conduct internal brainstorming sessions to come up with ideas to address the identified problems.

Analyze customer needs

Understanding customer needs and preferences is key to creating a successful business model. Companies should assess their current and potential customer base in order to tailor their services and products, and capture new customers and markets. Companies should also evaluate the competition and develop an external strategy to differentiate themselves.

Test and evaluate solutions

In order to ensure a successful implementation, companies should test and evaluate their solutions through pilot tests, mockups, prototypes, or focus groups. Through this process, companies can refine and develop a successful business model that will allow them to make a sustainable change.

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