The 2023 Business Growth Strategies for Digital Innovation Leaders

Why the Design Mind Is a Unique Advantage in Business — And How to Harness Its Power to Fulfill the CEO’s Agenda

How do you design for loyalty at the speed of consumer expectation? Or collapse the distance between brand and consumer for a seamless, integrated experience? How will you leverage the right business growth strategies to exceed business growth expectations — not just once, but continually? 

And all within a competitive digital landscape?

When harnessed correctly, human-centered design serves as the springboard for answering these questions. When HCD is combined with business thinking, digital business leaders can unlock outsized value and create breakthrough offerings. 

Doing so involves the right business growth strategies, informed by the right combination of design and business thinking. This convergence will be necessary for succeeding against what IA Collaborative has identified as the Three Pervasive CEO Initiatives for 2023.

In this series we will explore each of the three 2023 priorities, along with examples and ready-to-use tools for you to begin framing each initiative at your organization.

The Three Pervasive CEO Initiatives for 2023

Go direct

01 / Form more direct relationships with consumers for increased loyalty

Go Direct ↗

Build recurring revenue

02 / Generate new recurring revenue through subscribed services

Build Recurring Revenue↗

Accelerate in-market innovation

03 / Accelerate in-market innovation via live business prototyping

Drive Innovation ↗

By understanding the CEO’s agenda and how you as a digital executive are essential to its success, you can elevate your influence and create positive change for customers, organizations, communities, and society.

YOUR ORGANIZATION NEEDS YOU TO SUCCEED. YOU NEED THE RIGHT BUSINESS GROWTH STRATEGIES

Every CEO has one primary goal: Growth. More specifically, growth beyond shareholder expectations. Achieving this evergreen objective is challenging to say the least. It requires the creation, delivery and capture of unforeseen value in a competitive digital landscape. It requires innovation—and it requires you as a digital business leader to succeed. 

Success might look like advanced, adaptive customer experiences; new pathways for recurring revenue; or more effective methods to move from live-prototypes to in-market innovation.

Regardless of specific execution, the common theme among successful growth stories is anticipating customers’ needs and bringing those needs to life through novel, differentiated offerings.

ACHIEVING SUCCESS AS A DIGITAL INNOVATION LEADER

As a digital executive, you are uniquely positioned to deliver this type of unanticipated growth. You sit at the intersection of human-centered design and business strategy. By strategically converging these two skill sets, you and your team can consistently identify opportunities, create winning strategies, design differentiated experiences, and launch profitable new offerings.

HERE’S HOW: THE FOUR DECISIONS OF GROWTH

At IA Collaborative, we leverage our Four Decisions of Growth™ Methodology, which combines design + business thinking into a proven series of actionable methods that empower business leaders and digital executives.

The Four Decisions of Growth

To achieve near-term objectives AND deliver superior long-term returns, CEOs must continuously make four critical growth decisions. These decisions require leadership of digital executives who converge design and business processes to drive results.

Each Decision of Growth is defined by:

A combination of business growth strategies + human-centered design strategies. The methodology moves from the most broad considerations (“What new markets do we enter as an organization?”) to the most specific (“When and where do I allocate capital?”).

The decisions of growth make up questions all growth leaders will have to address: 

  • Decision 1: Where to Play
  • Decision 2: How to Win
  • Decision 3: What to Build
  • Decision 4: When to Fund

“Growth strategies that combine both a traditional business framework and a design mind have the greatest chance of unlocking outsized value in increasingly complex business environments.”

— Dan Kraemer, Co-Founder + Co-CEO @ IA Collaborative

The Four Decisions of Growth combine human-centered design with the right business growth strategies to offer practitioners a way to confidently and quickly place strategic bets on future options, better serve their users, and enable new business growth. 

The Takeaway

The Four Decisions of Growth enables innovators to define the methods, questions, and outputs on which they must align within each stage and provides the tactical framework for success.

WHAT THE FOUR DECISIONS OF GROWTH MEAN IN 2023

Returning to the Pervasive CEO Initiatives for 2023: In short, the Four Decisions of Growth methodology provide the “how” framework to address the “what” of the Pervasive CEO Initiatives:

Go direct

01 / Form more direct relationships with consumers for increased loyalty

Go Direct ↗

Build recurring revenue

02 / Generate new recurring revenue through subscribed services

Build Recurring Revenue↗

Accelerate in-market innovation

03 / Accelerate in-market innovation via live business prototyping

Drive Innovation ↗

Applying the right tactics from the Four Decisions of Growth methodology empowers you to drive growth in the three key initiatives related to digital innovation:

To determine the best business growth strategies, leaders need differentiated information and ideas. For each growth decision in this methodology, you will generate key outputs designed to produce unique insights, generate valuable options, and ultimately drive alignment on optimal decisions. To aid you in achieving each of the Three Pervasive CEO Initiatives for 2023, focus on just three of those outputs: 

Insights Formation

To aid you in Initiative #1

Business Modeling

To aid you in Initiative #2

Business Prototyping

To aid you in Initiative #3

With the 2023 CEO initiatives highlighting the path forward, and these selected Four Decisions of Growth outputs serving as a starting point, you can develop strategies that will achieve your organization’s near-term objectives while setting the foundation for superior long-term results.

READ ON FOR

INITIATIVE 01: BUILD MORE DIRECT RELATIONSHIPS →

ABOUT IA COLLABORATIVE

IA Collaborative has lifted from 20+ years of insights from high-impact engagements with leading brands to highlight how the right application of design thinking will be essential to business growth in 2023. 

We fully integrate human-centered design and business strategy, helping our client partners, from Insight to Action, in driving continuous innovation. We work with the world’s most successful brands, including FedEx, Allstate, Airbnb, Fidelity, Apple, Johnson & Johnson, Nike, Lilly, and Audi. 

Ready to work at the forefront of design? CONTACT US.