Traditionally design focuses very much on the value for the end user. But to be effective in purposeful innovation, design leaders need to be aware of, and balance value on different levels, as they will affect the final solution or proposition. For instance, if the organization does not value sustainability, introducing a circular concept will become difficult. It is important to note that this works two ways: top-down, e.g. a new sustainability law on the stakeholder level, but also bottom-up, e.g. how do I influence my team to develop more sustainable solutions. In this respect, this course is important for your Professional Identity, because next to knowledge and skills, attitude is a key element of your professional success. As we say in Dutch “gelijk hebben is niet altijd hetzelfde als gelijk krijgen” (being right is not the same as proved right). In this course, we look at 4 elements of value delivery of design leaders in business innovation: Self, Team, Organization and Stakeholders (including the planet).