In 2002, Joan Magretta published a fascinating article in the Harvard Business Review (HBR) titled “Why Business Models Matter.”
For years prior, the talk of “business models” was considered sheer poppycock by people in the tech world, but 2002 was right when the internet bubble burst. Investors were keen to stay away from anything and everything that had to do with tech. It was time to discuss business models.
Magretta made an excellent observation; it was that “good business models begin with the insight into human motivations” – basically a foundational element of what we today call human-centered design.(more…)