Business design has been around for some years already, but for many, what these professionals do is still a bit of a mystery. Is it not just another name for management consulting? "I would place us closer to venture builders than management consultants. We definitely leverage part of their analytical toolbox, but it's the 'doing' where we differentiate ourselves."

Bart continues, "Business design is about ensuring that innovative ideas make business sense. For the past decade, people have understood and accepted that products and brands need to be desirable to sell them. Hence, the field of design grew. But desirability in itself is never enough. A product, service, or business model must also be viable."

Making sure innovative ideas make business sense

Lately, Bart has been fascinated by the business and innovation opportunities that arises with the introduction of AI. What do businesses need to be aware of when it comes to AI? 

"It’s essential to remember that AI can be just about anything. There are many flavours to it, so to speak. When it comes to AI in a business context, the first thing you need to ask yourself is how AI technology can and will affect your company. If you’re not asking yourself that already, you’re quite late to the party," comments Bart.

On AI and the importance of strategic direction

He continues: "No company can afford not to include AI in their strategy. It doesn’t mean that you need to sell an AI product. Still, you need to set a strategic direction where you’re considering this technology – how it will affect your business, customers, employees, and business model. How will you create new products and services in this landscape? Use AI with a clear purpose to achieve your goals, not just for the sake of technology."

Bart’s path to becoming a business designer was far from a straightforward one; starting with a degree in architecture from the University of Technology Delft in his home country of the Netherlands, he continued to the more business-oriented real estate studies. But he realised that it was not for him. 

“I learned a lot, but I desired something more dynamic and fast-moving, so I dove into finance and blockchain innovation. From there, it has just continued with new industries, new markets, and new technology. I can’t get enough of new ideas and new experiences.” Eventually, he arrived at EGGS in Oslo. “I love consulting. It gives me the chance to work with new stuff all the time. It never gets boring.”

From architecture and real estate to business innovation

Educational background: BA in architecture and MA in Management in the Built Environment from University of Technology Delft.

In his spare time, He plays the guitar and the bass, woodcraft, and loves skiing in the mountains.

Bart on stage in September 2022, at EGGS internal Autumn gathering, playing with EGGS' own band "EGGZeppelin". Music, and especially bass guitar and electric guitar, is one of his passions outside of work. 

Meet Bart – the rolling stone business designer