Way of working.

Innovation is the place where business, design and strategy meet. It comes with different way of working. Over the past decade we have created, sharpened and scaled our award-winning innovation approach. Now it's here for you.
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A new perspective on strategy and innovation.

We bring our award-winning strategy and innovation approach to the table. It is a systematic way to find value for your (future) customers. Together we explore opportunities, define your strategy, and build breakthrough business models that are beyond your imagination today. We use our systematic approach to de-risk your investment and to find value for your (future) customers.

Our approach to strategy and innovation is consumer driven, fast and iterative by design.

Grow your current business

Why do we use design?

Grow your current business
A. To understand the bigger picture.

We use design to get you a clear picture of what's happening in the world around you, what role your company wants to play and where there are clear value-creation opportunities worth pursuing. 

B. To simplify complexity.
C. To facilitate the right strategic conversations and decision-making process.
D. To make artifacts that tell and sell your story.
What can you expect when you work with us.


Go far, go together. We use the thinking and creative powers of your team, your customers and experts to get to insights, that turn into brilliant business model ideas.


Getting you real results is our main objective. That's why we always design with the end in mind. We use design to simplify complexity and to facilitate strategic conversations.

Customer focus.

Our Business Model Shifts book says "Dedicated to your (future) customers." It's true, loving your customers is our healthy obsession.


With a never assume mindset, we experiment to validate desirability, feasibility and viability of our ideas. Beware! we are not afraid to kill our darlings.


David Sibbet, the pioneer of visual facilitation is one of our gurus. Inspired by his work we make things visual. So get on your markers, set, go


Innovation requires good storytelling. As you need to engage all of your stakeholders to put things in motion. Just like the other fundamentals, stories can be designed.

GoingDutch_Johan Winnubst

With their co-creation and co-innovation approach they created alignment and clarity across different stakeholders, making us move forward fast.

Working with BMI• has been great. Like no other agency, they are really able to pinpoint and design the distinctiveness of the proposition by really understanding the problem worth solving for the customer and consumer. .”

Johan Winnubst, Partner goinGDutch – BAM Infra Nederland B.V.

When you are looking for the one who crafted our way of working.

Roland is your guy.

Roland Wijnen
Roland Wijnen