How would you describe your business model?
By expanding the canvas to include these values, you make it a more robust tool that takes into account not only financial profitability, but also the social responsibility, operational excellence and technological innovation of a business model.
1. The origins of the Business Model Canvas
You are absolutely right, the Business Model Canvas was published in a book. The book is called “Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers” and was written by Alexander Osterwalder and Yves Pigneur. It originated from Osterwalder's doctoral thesis, in which he sought a simpler method for visualizing complex business concepts. The main idea was to create a common language for managers, designers, and innovators to quickly sketch, discuss, and change a business model—without having to write a complicated business plan. The canvas revolutionized the way companies think about innovation by providing a holistic overview on a single page.
2. The creation of the “10-Value Business Model Canvas”
As part of my Service Design Certificate at IxDF, I came to the realization that the classic Business Model Canvas needs to be expanded to include the value of sustainability. This addition, which stems from a personal “aha moment” experience, shows how thinking about business models is evolving. It is an important step that goes beyond the traditional 9 values and focuses on a company's responsibility.
3. The “Modern Business Model Canvas” (12 Values)
The modern Business Model Canvas should go beyond its traditional 9 values. The need for this arises from new requirements that are crucial to the success of a company today. The expanded model therefore includes the following 12 values: the original 9, plus sustainability, quality, and digitalization & AI. These additions are crucial because quality and sustainability have become regulatory standards, and digitalization & AI are a necessity arising from Industry 4.0.
