The short course is designed for people looking to applying design thinking and creative leadership to generate novel Circular Innovation business models. A large component of this short course is devoted to showing creative thinkers/leaders how to problem solve in a systematic way.

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According to the 2017 HM Government green paper on ‘Building our Industrial Strategy’, the UK’s creative industries are one the fastest growing sectors, contributing around £90 billion to the UK economy. It is therefore not a surprise that many UK based industries are reaching out to innovation thought leaders to provide ‘design thinking’ leadership and direction to translate novel design ideas into tangible breakthrough circular innovations to maintain competitive advantage.

Innovation is everyone's business and no matter what job or role you play in your organisation, you are always expected to do better with less.

Dr Williams has demonstrated through his industry collaborations a growing demand and appetite for industry and government to leverage ‘design thinking’ techniques as a means to unlock and translate ideas into commercially viable business ventures. This short course has been carefully crafted to inspire innovators, entrepreneurs and business leaders of the future. You will be introduced to novel circular innovation tools, techniques, and models.

At a glance

  • Dates
    • Please enquire for course dates
  • DurationThree days
  • LocationOnline
  • Cost£1,250 Concessions available

Course structure

This is a three-day short course, hosted within the Centre for Design – C4D's strength and uniqueness is in its ability to deliver "informed creativity". By combining creative design practices with systematic applied research to create circular innovation business models. As well as hearing from experts who have implemented circular thinking, participants will have the opportunity to network with a cohort from a variety of backgrounds and industrial sectors about their own challenges of implementation.

What you will learn

Participants will receive one to one guidance on the creation of a business plan and implementation strategy to support the immediate realisation of business value.

Core content

In this 3-days course, we provide detailed view of circular innovation design thinking and work with a model containing several tools to help you understand design thinking as a problem solving approaches. e.g. 

  • Stakeholder Mapping: Identifying the business from a holistic perspective,
  • Persona Profiling: Identifying the daily rituals of customers to source new gap and opportunity spaces for produce and service growth,
  • Empathy to Insight: identifying the consumers likes and dislikes,
  • Experience Mapping: Using a logical grouping of experiential journey touch points tools to build a unique dynamic design-framework that priorities the specific needs of an organisation or business  (adaptive path),
  • SMART Goals: Goals should be specific, measurable, attainable, realistic and timely,
  • Usability Inspection: To evaluate/inspect the user interface design. (in contrast to usability testing where the usability of the interface is evaluated by testing it on real users),
  • Heuristic Evaluation: usability inspection to help identify problems in the user interface (UI) design. It specifically involves evaluators to recognise usability principles (the "heuristics"),
  • Affinity Clustering: Trends, patterns and decoding techniques,
  • Value Proposition: Creating a value proposition is a part of business strategy,
  • Value Proposition Builder: creating a value proposition states six stages to the analysis: market - value – offering – benefits – differentiation – proof,
  • Business Model Generation: How to make a presentation and consult with your clients,
  • Vernacular tool: identifying the synergies and communication types within an organisation to optimise the transfer of vital data that is typically lost in transition,
  • Empathic Observations: processes of observation the customer behaviours to identify latent customer needs in order to create products that the customers might require in the future,
  • Kano Model: offers some insight into the product attributes,
  • Repertory grid or commonly known as: (Kelly’s Grid): a technique for identifying the ways that a person construes product, services or systems,
  • TRL: Technology Readiness Levels to identify the product and service Maturity Spectrum,
  • Scenario Mapping: Scenario planning, also called scenario thinking or scenario analysis, is a strategic planning method that some organisations use to make flexible long-term plans?
  • Concept Posters: visual early stage ideas and hypothesis,
  • Mind Mapping: visual outline of information, using priority phrases and statements.

    We also bring to you set of case studies that inject the course with deep practical know-how covering several stories from different organisations and helping you to uncover compelling solutions.

    Upon completion of this course you will:
  • Demonstrate a good understanding of circular innovation principles and how they apply to business,
  • Usability testing: critique of ‘early-stage’ ideas thought user-group feedback sessions/workshops,
  • Consortia’s, interviews and workshops: identifying common trends,
  • Human-Centred Approach: Consumer/Customer focused workshops.

Who should attend

The course is suitable for all creative and motivated individuals, innovators, entrepreneurs and function and business leaders with an interest in developing new circular innovation business opportunities. 

No previous experience of Circular Innovation is necessary.


Professor Leon Williams plus guest speakers


20% Discount for Cranfield University Alumni

30% Discount for members of the Ellen MacArthur Foundation CE100.

40% Discount for Ellen MacArthur Foundation Global Partners.

Accommodation options and prices

Accommodation is available at Mitchell Hall which is located on campus. All rooms are en-suite and bookings are on a half-board basis. If you would like to book accommodation for this short course at Mitchell Hall, please indicate this on the registration form and we will arrange this for you.

Alternatively, you may wish to make your own arrangements at a nearby hotel.

Location and travel

Cranfield University is situated in Bedfordshire close to the border with Buckinghamshire. The University is located almost midway between the towns of Bedford and Milton Keynes and is conveniently situated between junctions 13 and 14 of the M1.

London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections to and from just about anywhere in the world. 

For further location and travel details

Location address

Cranfield University
College Road
MK43 0AL

Read our Professional development (CPD) booking conditions.