The Dream

Jan Jonker () and Niels Faber ()
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Jan Jonker: JAB MC BV
Niels Faber: University of Groningen

Chapter 4 in Organizing for Sustainability, 2021, pp 47-55 from Springer

Abstract: Abstract Looking for your Dream provides a second tool to help you build your business model in this first stage of the Business Model Template (BMT). You have previously indicated which major social and/or ecological issues you want to solve. Now you will determine what the result of that solution could be. Look for a solution that goes beyond just tackling one issue. The Dream building block demands thinking big: it is a Big, Hairy, Audacious Goal (BHAG) on which you are going to work. How and why will your business model idea really make a difference? In order to not get lost in thinking about dreams, you could make use of various tools such as scenarios, metaphors or framing, all of which are addressed in this chapter. Putting all the steps in this chapter together, you will have dreamed up something big that you want to go for.

Keywords: Dream; Think big; BHAG; Framing; Scenarios (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-78157-6_4

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