Introduction to Baseline

In the following video Business Model Innovation Guest Speaker Alexander Osterwalder, Co-founder of, describes how to get from a new idea or an existing product / service to a successful business. He sketches a two phase approach consisting of a search and an execute phase.

He distinguishes how to apply the approach to a new idea or an already existing business. Whereas the focus for existing business resides on the rather linear execute phase, new ideas need most attention in the iterative search phase, consisting of design and test of business models.

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