Course guide

The Design Business School is a unique way to learn while you earn.

The Design Business School is an independent initiative developed by Greg Branson and the Design Business Council.

The program was created to keep design studios current with the changing role of design in business. And because it’s hard finding time for professional development, at the same time as meeting the demands of a busy studio, we’ve combined the two.

At the Design Business School, studio owners and employees can do the program together, using learnt skills to develop the business.

The content is based on workshops, seminars and mentoring; written specifically for Australian design studios. It’s delivered online and is separated into four, eight week terms. That means the course can be done where you want, when you want with however many people you want participating –  the whole studio can enrol or you can take the course individually, either way, it’s the one fee.

Download a course guide or read the summary below.

To discuss how the Design Business School can help you phone 0412 762 045 or contact Greg by email.

The Design Business School is a unoque way to earn while you learn

The Australian design marketplace

Competitive advantage begins with understanding your competitors. How many you have, what size they are and what services they offer — these questions can be answered by understanding the design industry.

The competitive landscape

The second stage of gaining competitive advantage is to analyse and understand your clients.
This topic helps you add your client knowledge to your competitor analysis to identify your competitive advantage.

Your vision for the business

Your vision for yourself and your studio is one of the things that makes you unique.  This topic helps you define your ‘onlyness’ and outlines how that gives you a competitive advantage in a crowded marketplace.


Design value

Selling traditional design services is a transactional activity. Selling design value takes the transaction to a relational level.
This term outlines methods to change the way clients see your business.

Designing demand

Studios are finding that it’s no longer sustainable to rely on organic growth.
During this topic you devise a way to design demand for your studio’s services.

Selling design value

This topic is all about showing clients how design adds value. The material explains how to unlock the client’s perception of value and then demonstrates how they can get a higher return on their design investment.


Design value and pricing

Businesses capture value by converting raw materials/labour into products/services that cost less than the input costs.
This term shows how designers can add more value through the use of design; and how to capture and keep some of that value-add.

Value for clients

Every client has a value chain and there are 10 activities each business does in creating a product or service.
This topic shows how analysing a client’s value chain leads to understanding how they capture value in their business.


Design value chain

Integrating design into every aspect of a clients’ business means more work for design businesses.
This topic explains how to use a design value chain to show to add value to a business and how to pitch a business case for design integration.

Design in business

This topic demonstrates how to move design from being an afterthought, added after a product or service has been developed. The material explains how design can be integrated into business at the strategy level.

Design business excellence

Many inhouse design departments are demonstrating the value of design by developing design business excellence case studies. This topic explores how design agencies can also use case studies to communicate with their clients.