2- Joe Gerber @IDEO: Business thinking creates more opportunities, not less

Joe Gerber is a business designer and a managing director of IDEO CoLAB. After studying biology, taking an MBA, and working as a product manager, he joined IDEO as the first business designer in the New York office.  In the episode we spoke about: how to systematically test your design so that it achieves users and business goals, the role of vocabulary in bridging different design disciplines,  how do you use design approach to reduce risks in highly risky business situations,  and Joe's favourite business design questions that you can use in your project.