2- Joe Gerber @IDEO: Business thinking creates more opportunities, not less

Joe Gerber is a business designer and a managing director of IDEO CoLAB. After studying biology, taking an MBA, and working as a product manager, he joined IDEO as the first business designer in the New York office. 

In the episode we spoke about:

• how to systematically test your design so that it achieves users and business goals,
• the role of vocabulary in bridging different design disciplines, 
• how do you use design approach to reduce risks in highly risky business situations, 
• and Joe's favourite business design questions that you can use in your project.