254 seek alternative revenue streams, and explore the value of multiple distribution channels. Try out different business model patterns (see p. 52) to explore and test new possibilities. To test potential business models with outside experts or prospective clients, develop a narrative for each and seek feedback on your telling of each model’s “story.” This is not to imply that you need to modify your model based on each and every comment. You will hear feedback such as “this won’t work, customers don’t need it,” “that’s not doable, it goes against industry logic,” or “the marketplace just isn’t ready.” Such comments indicate potential roadblocks ahead but should not be considered showstoppers. Further inquiry may well enable you to successfully refine your model. Iqbal Quadir’s quest to bring mobile telephony to poor rural villagers in Bangladesh in the late 1990s provides a powerful example. Most industry experts rejected his idea, saying poor villagers were pressed by more basic needs and wouldn’t pay for mobile telephones. But seeking feedback and developing contacts outside the telecommunications activities • Brainstorm • Prototype • Test • Select critical success factors • Co-create with people from across the organization • Ability to see beyond status quo • Taking time to explore multiple business model ideas key dangers • Watering down or suppressing bold ideas • Falling in love with ideas too quickly Design Adapt and modify the business model in response to market response 1 2 3 4 5 The key challenge during the Design phase is to generate and stick with bold new models. Expansive thinking is the critical success factor here. In order to generate breakthrough ideas, team members must develop the ability to abandon the status quo (current business models and patterns) during ideation. An inquiry-focused design attitude is also crucial. Teams must take the time to explore multiple ideas, because the process of exploring different paths is most likely to yield the best alternatives. Avoid “falling in love” with ideas too early. Take the time to think through multiple business model options before selecting the one you want to implement. Experiment with different partnership models, bmgen_final.indd 254 6/15/10 6:00 PM