Speed, Design & Creativity

Speed is exhilarating, also when doing new business development

The Speed, Design & Creativity program combines the excitement of creating new product or service solutions with the exhilaration of going fast for a fast-paced, hands-on executive short course based on over 15 years of academic and industry insights.

This is a training that focuses on the thinking, acting and discipline required for successful new business development.

New Business Development is an opportunity identification and development process that is to help companies grow and prosper. One of the challenges is to propose new activities that will resonate with clients and users. Design Thinking is used by (product) designers to solve complex problems, and find desirable solutions for clients. Participants will learn how to leverage the principles of design thinking and customer development to develop needs based value propositions.

This course brings about a radical shift in participants’ thinking and acting. It fosters your appreciation of the competencies that drive the initial stages of new business development. When you look for opportunities to grow your business, introducing a new product or service is one of the more challenging options.

During the course, you will spend substantial time “outside” to discover and validate. Next to the city of Maastricht, also the Formula 1 racetrack at Spa Francorchamps will be an ideal spot to practice opportunity validation. 

What to expect

The market driven business development methods presented in this short course will help to identify solutions to market needs that represent genuine value propositions: both to the firm and its clients. Design thinking can help you to develop needs based value propositions and product/service concepts.

One of the qualities of the Design Thinking approach that we build on in this course is that you can go very fast. This short course will provide you with hands-on experience in applying Design Thinking to product/service development. It equips you to lead your team in a fast-past market driven quest for real growth opportunities. You will learn how you can guide your team through the initial stages of business development.

Program structure

Friday Saturday Sunday Monday Tuesday Wednesday
(09.00 - 12.30)
Lazy Saturday morning Visiting the Formula 1 race at Spa Francorchamps and working on assignment Workshop 3: Ideate Workshop 4: Prototype & Test Workshop 5: Elavator pitching
Workshop 1:
Emphasize and Working on assignment
(12.30 - 13.30)
Lunch at MSM Lunch at MSM Lunch at MSM Lunch at MSM
(13.30 - 17.00)
Working on Assignment Workshop 2: Define

Working on assignment at MSM

Working on assignment in the inner city of Maastricht Finalizing project presentations
Evening Visiting Michael Schumacher Kart & Event Centre (Meal on MSM) Free evening (meal on own) Free evening (meal on own) Free evening (meal on own) Free evening (meal on own) Farewell Dinner (arranged by MSM)
Night Maastricht Maastricht Maastricht Maastricht Maastricht Maastricht

Course objectives

At the end of the course

  • You know how to identify what customers really need (even when they are not aware of that themselves.
  • You know how to use customer insights optimize value propositions.
  • You have experiences how improvisation and experimentation allow you to progress much faster.

Course topics

Topics included in the program are:

  • Tapping unmet needs.
  • Getting users reveal what they do not know to be looking for.
  • Digging deeper to arrive at bolder ideas.
  • Learning from field experiments
  • Breaking the mould.

Teaching methods

During the course, we will use short lectures, assignments and workshops to guide you through a Design Thinking based business development simulation. We expect you to be an active learner: the more effort you will put into your project, the more you will learn.

Your profile

The program is designed for a business development professional. Also, those with professional roles in marketing, service or product development, or product engineering will find this course supportive to their professional development.


Each participant receives a certificate of attendance on the last day of the course. Only for those who will complete an additional assignment will receive a diploma. In case you would like to have more information you contact ep@msm.nl