Design Thinking for Smaller Enterprise Development : a SOCIETALbyDesign Model for Adaptation to a Digital Age book cover
1st Edition

Design Thinking for Smaller Enterprise Development
a SOCIETALbyDesign Model for Adaptation to a Digital Age

ISBN 9780367264406
Published September 25, 2019 by Routledge
152 Pages 9 B/W Illustrations

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Book Description

Design Thinking for Smaller Enterprise Development captures the zeitgeist and concerns of the new Millennium and offers a fresh view on how business can be successful by benefiting the wider society it should serve. It also highlights the systemic negative impact of a consumption and profit-focussed economy and introduces an original model – SOCIETALByDesign™ – as a constructive alternative to relentless resource depletion, through an agile, adaptive, and respectful enterprise, which protects nature and civilisation and embraces a balanced and holistic purpose to serve people, planet and a positive legacy, as the heart of its very reason of being. The original SOCIETALByDesign™ model positions purpose, principles, framework and current techniques for a modern business to utilise and holistically integrate benefits for employees, society and environment thought its products and services. The SOCIETALByDesign™ model links purpose and business and synthesises an operating model that can be adopted, adapted and applied by any enterprise wishing to focus on shared prosperity and the good of people and planet instead of profit at any price.

The book is intended for business practitioners such as business founders and owners, angel investors, entrepreneurs, portfolio managers of investment funds, managers and leaders of companies large and small. It is also helpful for external business and organisation development consultants, mentors, coaches and specialists who provide services and expertise to enterprises design, change and optimisation. Because the book provides a practitioner’s perspective on business, it can also be useful to students, lecturers and academics.

Table of Contents


Embracing a polymath capability

Sources of information and influences

Intended readership and outcomes

Contents, structure and style 



1 Trepidation and anticipation at the dawn of the new millennium of integrated digital technologies

Human evolution, industrial revolutions and the digital age

The “in-between” digital enterprise

People on the two sides of the e-commerce coin

Appraising enterprise needs and balancing contributions



2 New perspectives on adaptive responses

People at the centre of a new order enterprise and why design thinking is fit for this purpose

Handshakes, interfaces and overlaps: a multidisciplinary and cross-functional perspective on applying knowledge to optimise business

Dealing with change and the ongoing adaptive development of agile digital enterprises


3 SOCIETALByDesign™ Model of adaptive enterprise design and development: when embracing what is good for society and planet means doing

good business

The architecture of the SOCIETALByDesign™ Model

People bring businesses to life: enabling human energy to flow and flourish

Monitoring what we want to improve

Helical iterations and agile adaptive transformation

Concluding with hope and confidence: using what we know to prepare for the unknown





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Adina Tarry is an AI & O/D strategist, psychologist, accredited coach, Visiting Lecturer and author of Coaching with Careers and AI in Mind. Adina’s consulting practice is informed by international business experience, psychology and cross cultural expertise, academic research, science, technology and ongoing professional development.