The “problem–solution landscape” (and how to travel it)
You’ll learn how to move across the landscape using the right methods at the right time—plus an introduction to TRIZ-style thinking to break out of stuck patterns and false trade-offs.
A practical way to deal with complexity (without pretending it’s simple)
We cover a decision-making framework for complexity so you can choose the right level of rigor, the right evidence, and the right approach depending on what you’re facing.
Turning fuzzy value into something you can design for
We unpack value + complexity, and how to align desirability, feasibility, and viability without turning it into a three-circle poster that lives and dies in PowerPoint.
About the course
Most “design thinking” content online is either (a) inspirational fluff or (b) a sticky-note fever dream with no clear line to delivery. This mini-series is neither. It’s a practical, high-level walkthrough of how business design actually works—from framing the right problem, to navigating complexity, to choosing methods that fit the type of challenge you’re facing, to building a path from insight → decision → delivery. Think of it as your front door into a more formal training program: short videos that sharpen your thinking, give you language you can use immediately with stakeholders, and help you stop treating every problem like it’s the same kind of problem.
Craig Martin
Craig is an entrepreneur and founder of DesignChain (Australia and the UK) and Knotion Consulting (Africa). He is the former Head of Media & Entertainment at Accenture (EMEAI) and has founded multiple start-ups across the services and digital sectors. With 30+ years across multiple sectors, Craig is a strategic designer who integrates foresight, design, and architecture to turn complex challenges into actionable outcomes. His work spans circular economy strategy, innovation for next-generation economic frameworks, multidisciplinary operating models, and AI ecosystem development. Craig chairs the Australian Strategic Design Institute and the Systemic Innovation Finance team, systems-level communities focused on developing solutions to some of society’s biggest challenges. Craig also serves on the boards of not-for-profit organisations.
Curriculum
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1
Welcome to the course!
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A message from your instructor
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Before we begin...
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2
A Business Design Overview
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Human Capability Sets
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The Knowledge Funnel
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A Decision Making Framework for Complexity
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The Orders of Design
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Travelling Across the Problem Solution Landscape (TRIZ)
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Looking For High Value Levers in the System
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Different Disciplines across the Problem-Solution Landscape
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Linking the Nordstrom Model to the Business Model
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Understanding Value and Complexity
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Aligning Desirability with Feasibility and Viability
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The Double Diamond Introduction
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The Problem Space
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An Overview of the Whole Design Process
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3
Next Steps...
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More resources for you
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Before you go...
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Enroll for free or sign up to one of our design in business training courses.
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