The Business of Meetings – Episode 250: Revolutionizing Business Models: Insights for the Meetings and Events Industry with Alex Osterwalder
We are delighted to welcome Alex Osterwalder as our guest today. Alex is the visionary behind the groundbreaking Business Model Canvas and the founder and CEO of Strategyzer.
Join us as Alex takes us through his journey, from presenting his doctoral dissertation on business models to developing innovative tools, highlighting the power of simplicity and the value of rigorous testing.
His Journey from PhD to Strategyzer
Alex began his journey with a doctoral dissertation on business models, supervised by Yves Pigneur. Surprised by the interest his thesis received online, Alex decided to co-write a book with Yves. They self-published their book and crowdfunded the project before crowdfunding became mainstream. Their success laid the groundwork for Strategyzer.
The Birth of the Business Model Canvas
The Business Model Canvas was the result of extensive research and testing. Alex synthesized existing work on business models, iterating the tool with real businesses to ensure usability. The canvas stood out because it was visual, simple, and actionable, making it widely adopted globally. Alex shared his tools online while building a sustainable business model.
The Power of Sharing
Alex adopted a freemium strategy, offering free tools and monetizing differently. That approach attracted inbound opportunities for Strategyzer, as 90% of their business now comes from companies seeking solutions from them. Over time, Strategyzer has transitioned from consulting to a scalable business model, aiming to reach $100 million in ARR by packaging programs that combine tools, processes, and workshop structures.
From Struggles to Scaling
After realizing the ceiling of their software business, they shifted their focus to creating turnkey programs for organizations. By carefully listening to customers and identifying adoption challenges, Alex guided Strategyzer through a radical shift to achieve more impact and scalability.
The Long Journey to Success
For Alex, entrepreneurship is a gradual and complex process requiring customer understanding, product-market fit, and go-to-market strategies. He hired strong leaders and took on the role of CEO. Reflecting on the hard lessons of his entrepreneurial journey, Alex found that learning to lead was as critical as iterating the business.
Reinvention and Failure
Alex believes that growth comes from systematically evolving and viewing failure as an opportunity, not a setback. A key part of his philosophy is continuous reinvention and embracing failure as a learning tool. He also highlights the importance of experimentation for adapting to an uncertain and ever-changing world.
AI Adoption: Separating Hype from Real Use
Alex distinguishes between those who jump onto trends like AI and true innovators who use it effectively. He feels businesses must incorporate AI to remain competitive. For him, failing to adapt means falling behind competitors.
Integrating AI into Innovation Tools
Strategyzer embeds AI directly into its products, allowing tasks like generating business models or customer profiles to happen at the click of a button. Alex envisions a future where individuals can interview 100 customers daily, analyze the results, and act immediately.
AI for Leadership and Team Management
The capabilities of AI extend beyond tools. While some applications are still prototypes, those technologies are fast becoming a reality, empowering leaders to become more effective.
The Democratization of AI
AI is now as accessible as IT infrastructure was when Amazon Web Services launched. Even small companies and individuals can leverage its power to scale and innovate. As AI continues evolving rapidly, its applications will reshape industries and offer transformative possibilities.
Balancing Human Interaction and Technology
Alex highlights the need to rethink all kinds of meetings, including physical, remote, and hybrid. Tools like Loom can streamline information sharing, and engaging formats can go a long way in transforming remote sessions.
Meetings as Part of a Process
When combined with technology and e-learning, effective formatting ensures seamless, impactful experiences. Alex believes that workshops or meetings should not exist in isolation. Instead, organizations should integrate them into broader processes to drive results.
Looking to the Future
Alex envisions a future where AI gets used responsibly, businesses innovate faster, and global conflicts lessen. His goal for Strategyzer is to scale their impact to help more organizations innovate successfully.
Bio:
Dr. Alexander (Alex) Osterwalder, founder & CEO of Strategyzer, is one of the world’s most influential strategy and innovation experts. A leading author, entrepreneur, and in-demand speaker, his work has changed how established companies do business and how new ventures get started.
Ranked among the top 10 leading 50 management thinkers worldwide and a visiting professor at IMD, Osterwalder is known for simplifying the strategy development process and turning complex concepts into digestible visual models. Together with Yves Pigneur, he invented the Business Model Canvas, Value Proposition Canvas, and Business Portfolio Map – practical tools that are trusted by millions of business practitioners from leading global companies.
Strategyzer provides online courses, applications, and technology-enabled services to help organizations manage strategy, growth, and transformation effectively and systematically.
His books include the international bestseller, Business Model Generation, Value Proposition Design, Testing Business Ideas, The Invincible Company, and High-Impact Tools for Teams.
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