Whether you’re designing a new Value Proposition, Business Model, or even an entire strategy for the future, design criteria form the principles and benchmarks of the change you’re after. Design criteria are not formulated from thin air. Rather, design criteria incorporate information from your business, vision, customer research, cultural and economic context, and mindset that you have formed along the way.

When you’re finding that everyone’s ideas are falling in and around the same areas of exploration, it’s time to expand the boundaries of your thinking. This is a perfect time to use a creative matrix.

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