2024

Valsta, Suvi; Pura, Minna

Purpose Complex and systemic issues, such as climate change, can be especially difficult for an individual company to address, being suddenly forced to collaborate with networks, transforming their business models. The purpose of this study is to demonstrate how a new business model canvas facilitation can help simulate change and enable small and medium sized enterprises (SMEs) and micro-entrepreneurs become more future-resilient and to innovate with regards to complex and systemic issues, such as sustainability. Methodology The methodology used in the study is LEGO® SERIOUS PLAY® Business Model Canvas. It is an inclusive workshop facilitation technique that allows participants to construct intangible thoughts and strategies into tangible 3D models. 69 MBA students participate in one half-day workshop in conjunction with two externally funded research projects. We will experiment and test a novel sustainability business model canvas logic in a 3D story format. We focus especially on the value proposition part of how, why and under what conditions value is co-created together and explore implications of systemic change through play, discussing interrelationships between actions of stakeholders, and simulate impact of the triple bottom-line. Findings We expect to gain insights about how to facilitate business model canvas simulations with LEGO® SERIOUS PLAY® especially with the focus on sustainability and how the participants’ feelings and wordings about sustainability change during a workshop. The testing will provide us with findings on how simulations help business model innovation and whether the participants can successfully apply and communicate ESG principles or risks of not doing so. In our previous workshops in the Green Steps project, participants have reported they see a disconnect in combining macro-level societal goals, such as sustainability, with their day-to-day operations. We expect this methodology to help in making that connection and communicating it effectively. Originality We create a new streamlined sustainability business model canvas that suits well for small enterprises and entrepreneurs transforming their operations with giant leaps to the green economy. We extend the Ojasalo and Ojasalo (2018) Service Logic Business Model approach and evaluate it in a practical setting. The most original part is the simulation of future actions and their consequences through play, as well as documenting the business model with the help of narratives and video instead of a one-dimensional canvas or document. Systemic change requires new ways of collective thinking and transformative leadership, which we encourage through serious, inclusive play and simulations of future actions among stakeholders.