Good Design is Good Business Workshop with Paolo Lorini

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Design is today a de facto must-have for any company in any industry, from start-ups to Fortune 500. Professionals able to adopt a Design Thinking approach have gained power and board positions in organizations and corporates thanks to their ability to “create new business systems” involving contributions from all other disciplines. Students of any discipline learning the fundamentals of the Design Thinking process will have a clear competitive advantage in their career as they will become able to act as designers or involve and manage designers in the discovery, definition, development and delivery of innovative products and services that people will love because they will improve the way they live.


Paolo Lorini, an Italian business designer, works together with designers, consultancies and companies to help them create tangible value and make the difference through innovative brands, products and services in an increasingly choice-rich market.


Good Design is Good Business Workshop was held from November 26th to 28th at IDAS, Hongik University. Paolo Lorini was invited to teach the IDAS students to learn the fundamentals of Design Thinking and Business Design:

  • Collaboration, listening, empathy
  • Business Model Canvas, Value Proposition Design
  • Divergent and convergent thinking
  • Storyboarding, storytelling
  • Persona, scenario, customer journey, experience setting
  • Analysis, synthesis, sense making, actionable insights generation
  • Brainstorming, idea creation
  • Presentation skills, power pitching


Throughout the Workshop, he presented several case studies analyzing them together with the students to clarify the processes adopted and the tools applied.


Students not only demonstrated to have correctly understood the theoretical and practical matters presented, but to be able to proactively and effectively apply the DT process to a project following a given brief.


Good Design is Good Business, a IDAS, Hongik University Workshop by Paolo Lorini was an unmissable opportunity for future-oriented business designers, design thinkers and design entrepreneurs!






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