Many of today's global enterprises are on autopilot. Over 50% of them are operating on an old or almost expired business model. Around 30% of them are just a few years away from the end game. These large companies are all screaming change and transformation but merely rearranging deck chairs on the Titanic. It is not about their intent nor putting their best efforts; it is a very hard job to change and transform. The structures, systems and leadership styles are prohibiting them. Decades of best practices in management control systems, business processes and efficiency initiatives are making them vulnerable to disruptions. Every organisation needs to explore new white space to facilitate product and service innovation. But this is even more complicated when an opportunity spans across multiple industries and business units. The lines between product design, service design, operations design and business design are blurred. So it is time to start rethinking the design of your business model. All organisations have to deal with the challenge of designing a sustainable business model. Service design is a key component of any business model transformation and there are many gaps for organisations to fill. So, whether you are a business enterprise, government or not-for-profit organisation, before your business model has overly expired, it is time to act.

1. © Copyright 2017 Idris Mootee
YOUR BUSINESS MODEL HAS
EXPIRED. NOW WHAT?
Idris Mootee
Service Design Days 2018 Keynote
Royal Hunger Games Oil on canvas 70x90mm by Idris Mootee 2017

2. / MANAGERS ARE WORKING TOO HARD
Bezos Oil on canvas 70x90mm by Idris Mootee 2017

3. / MANAGERS ARE WORKING TOO
HARD ON THE WRONG THINGS
Captain Musk Oil on canvas 70x90mm by Idris Mootee 2017

4. / MANAGERS DON’T PUT THE
INTEREST OF THEIR USERS FIRST
Zuckerberg Oil on canvas 70x90mm by Idris Mootee 2017

5. / STRUCTURAL CHANGES ARE
QUIETLY HAPPENING EVERYWHERE
© Copyright 2017 Idris Mootee

6. / WHEN EVEN THE BEST OF FORTUNE
500S NEEDS TO FIGHT FOR SURVIVAL
© Copyright 2017 Idris Mootee

11. The artificial intelligence-powered
roach breeding farm that is
producing more than six billion
cockroaches per year.!

12. / MEET DONALD, UNLIKE ALEXA, HE CAN CODE

13. / DONALD IS GETTING AN UPGRADE
© Copyright 2017 Idris Mootee

14. / THE END OF 1% DATA
© Copyright 2017 Idris Mootee
The average person is expected to
generate 1,500 terabytes of exogenous
data (data about exercise, sleep patterns,
diet), 5 terabytes of genomic data and 0.6
terabytes of clinical data in one’s lifetime.
Currently less than 1% of these are
utilized.

15. / BY BRINGING SCALE, SCOPE, CONTROL
AND DISCIPLINE TO WHAT HAD BEEN
FRAGMENTED INDUSTRIES, THE MODERN
CORPORATION WAS INVENTED
© Copyright 2017 Idris Mootee

16. / IN 1940S, SCHUMPETER ARGUED
THAT LARGE FIRMS WOULD BE MORE
EFFECTIVE INNOVATORS
© Copyright 2017 Idris Mootee

18. / THE POWER OF INFORMATION NETWORKS AND
AI CHANGE THE FUNDAMENTAL ECONOMICS AND
DISINTEGRATE THE VALUE CHAIN
© Copyright 2017 Idris Mootee

19. / AMAZON AND APPLE FOCUS ON SELLING
PRODUCTS WHILE GOOGLE AND FACEBOOK
ARE SELLING YOU
© Copyright 2017 Idris Mootee

20. / TOMORROW ENTERPRISE OS WILL
HAVE HUMAN-LIKE CHARACTERISTICS
SUCH AS LEARNING AND ADAPTING
© Copyright 2017 Idris Mootee

21. Synbiota
Genetic
Design®
THE DESKTOP BIOTECH BRAND DISRUPTING BIG PHARMAPAGE 56
THE
SYNBIO
BOOM
THE BEST BIO-
INNOVATIONS OF
2020: IN MATERIALS,
FOOD, AND FUEL
ADOBE LAUNCHES
CREATIVE SUITE FOR
GENETIC DESIGN
BIG BIO BRAIN DRAIN:
TOP TALENT LEAVING
THE LAB FOR
GARAGE STARTUPS
PAGE 23
PAGE 46
PAGE 79IDEA COUTURE FORESIGHT STUDIO
These images are a work of parody and may contain copyrighted material and trademarks which may be protected under copyright laws and international
treaty provisions, the use of which has not been specifically authorized by the copyright or trademark owner. All trademarks, services marks, trade names,
logos and icons are proprietary to their respective owner. If you believe material has been used in an unauthorized manner, please let us know.
JULY 22, 2020
FORTUNE.COM
© Copyright 2017 Idris Mootee
/ GENETIC DESIGN 2020

22. © Copyright 2017 Idris Mootee
/ THE VOICE OF AI 2020

23. OCTOBER 14, 2020
www.billboard.com
www.billboard.biz
IDEA COUTURE FORESIGHT STUDIO
2022:
The Year of Machine-Made Music
Creative Professionals Face
Economic Uncertainty
S U P E R - R A P P I N G :
Kendrick Lamar to
battle IBM’s Watson
LOOKING FOR THE
PERFECT BEAT:
Legendary Record Producers
Displaced By Machines
Dylan goes digital!
60 Years After
Newport, Bob Dylan
is embracing
cognitive computing
to compose new
album
These images are a work of parody and may contain copyrighted material and trademarks which may be protected under
copyright laws and international treaty provisions, the use of which has not been specifically authorized by the copyright or
trademark owner. All trademarks, services marks, trade names, logos and icons are proprietary to their respective owner. If
you believe material has been used in an unauthorized manner, please let us know.
© Copyright 2017 Idris Mootee
/ AI-MADE MUSIC 2020

24. © Copyright 2017 Idris Mootee
/ DEEP TRADING 2020

25. © Copyright 2017 Idris Mootee
/ IN 2020 SERVICE DESIGN WILL POWER
30% OF NEW BUSINESS MODELS

26. / 2020 WILL ALSO MARK THE END OF
BEAUTY PAGEANTS
© Copyright 2017 Idris Mootee

27. / IN 2022 SERVICE ROBOTS WILL BEGIN TO
SHARE OUR SPACE. HUMANS AND ROBOTS
WILL STRUGGLE TO DEFINE WHAT’S
CONSIDERED THEIR OWN SPACE
© Copyright 2017 Idris Mootee

28. / IN 2022 MANY WILL BECOME BACKSEAT
DRIVERS TO 20 MILLION DRIVER-LESS CARS.
SO WHAT DO YOU DO IN THE BACKSEAT?
© Copyright 2017 Idris Mootee

29. / IN 2023 DATA-DRIVEN PSYCHO-ANALYSIS
TURNS YOUR INNER THOUGHTS INTO PUBLIC
DOMAIN
© Copyright 2016 Idris Mootee © Copyright 2017 Idris Mootee

30. / IN 2025 MACHINE LEARNING WILL
SATURATE OUR LIVES IN THE MOST BORING
WAY AND CREATE MASSIVE SYSTEMIC BIAS.
WE WANT TO BE LEFT ALONE!
© Copyright 2017 Idris Mootee

31. Artificial
Superintelligence:
An intellect that is much
smarter than human
brains in practically
every field.
/ AI AND SERVICE DESIGN
Artificial General
Intelligence: A machine
with the ability to apply
intelligence to any
problem, rather than just
one specific problem
(human-level
intelligence)
Artificial Narrow
Intelligence: Machine
intelligence that equals or
exceeds human intelligence
or efficiency at a specific
task
Impact
Time© Copyright 2017 Idris Mootee
Acting rationally
Thinking rationally (critically)
Thinking and acting like
human
NEED SERVICE DESIGN
NEED MORE SERVICE DESIGN
DON’T NEED ANY HUMANS

32. / URGENT CALL FOR COMPANIES TO
“REINTEGRATE” OUTDATED BUSINESS MODELS
WITH THE NEW REALITIES
© Copyright 2017 Idris Mootee

33. which is more human?
Banking
Experience
Airline
Experience
1 2 3 4 5 6 7 8 9 10
Disney
Experience
Amazon
Shopping
Experience
Apple Store
Experience
Starbucks
Experience
Which experiences do you consider or perceive to be more human?
Source: IC CX Survey 2015 n 1128
2.5
8.4
9.3
4.8
4.7
8.2

34. / MOST SERVICES TODAY ARE
TRANSACTIONAL IN NATURE
© Copyright 2017 Idris Mootee

35. / SERVICE DESIGN MUST STEP UP FROM
“MOMENTS OF DELIGHT” TO “MEANING-
CREATION” AND “LIFE MANAGEMENT”
© Copyright 2017 Idris Mootee

36. / SERVICE DESIGN INCLUDES A TEMPORARY
SUSPENSION OF REALITY TO A DEEP
IMMERSION IN ROLE-PLAYING OR EVEN A
FULL SIMULATION OF AN UNREAL WORLD
© Copyright 2017 Idris Mootee

37. / SERVICE DESIGN IS TO REHUMANIZE
OUR WORLD. SOME TAKEAWAYS
© Copyright 2017 Idris Mootee

38. © Copyright 2017 Idris Mootee © Copyright 2017 Idris Mootee
YOUR BUSINESS MODEL HAS
EXPIRED. NOW WHAT?
Idris Mootee
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