Business design is the name of a discipline that exists in the intersection between business and design. It was established to complement relevance and the latest design methodologies in the business world. Design is naturally customer-centric and pays attention to the desirability aspect of products and services. This distinct and unique perspective sustained the first boom (as well as success) of design techniques utilized in business. Now, companies leveraging design came to be significantly mindful that desirability is inadequate. If something is desirable, it does not essentially recommend that it benefits the business. It is understood, we would all desire even more legroom in an economy class, yet that is unrealistic from an organizational viewpoint. A lot more legroom means fewer travellers. Fewer travellers indicate that you need to increase the price per person. In order to align their business context, companies put more pressure on the design teams. Therefore, teams started hiring new talent so that they can help to achieve the goals of thinking beyond desirability and viability. Now, business design has handled a larger duty, and it is no more simply a complementary technique. Moreover, it knows exactly how to take the lead as well. For example, suppose a business is seeking a brand-new business strategy. In that case, business design can use customer-centric design techniques to produce models and prototypes of this brand-new approach and test it.

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Jeff Hardison is the head of product marketing and brand & content teams at Calendly. Prior to Calendly, he has directed product marketing at Clearbit, HP, and InVision (where he also was the head director of self-serve revenue growth). His current passion is helping product-led growth and enterprise-sales teams work better together within SaaS companies.  Topics Jeff can cover: - Why is product marketing a quickly growing discipline in SaaS companies? - What are some product-marketing tips from managing a team to executing on programs? - How can product-led companies grow revenue by adding sales teams without sacrificing their PLG culture? - How can struggling startups grow early revenue (in addition to large companies, Jeff has led marketing for acquired, small startups)? Connect with Jeff on Twitter and Linkedin