The designing step of the business model layer of design thinking for strategy process writes the play to perform on the strategy stage. Designing is about generating novel ideas and combining existing knowledge in a novel way to describe how the organisation will create value for its customers, conduct its business, and compete in the future. Designing is about creating options around the organisation’s strategic focus. Designing is also about transforming those options into detailed business model prototypes that can be validated. Designing focuses on what is new and/or what is different relative to the organisation’s current detailed business model. The designing step is where creativity happens. The knowledge gained from learning and the environmental analysis is used to generate innovative ideas. The identified ideas are used to design multiple possible target business model prototypes. Commonalities are identified, different prototypes are consolidated, and ideas are leveraged.