When you hire a designer to help you on a project, you don't expect them to say: "What if we don't focus on users here?". 

Franz shared his story of working on a client project that benefitted from designing for suppliers, not customers. To make his point for focusing on suppliers he used a tool called a value chain.

Tune in to Designers in Nature Talking Business, our new podcast format where designers (in nature) share their stories of how they learned or used their favorite business tools. And learn what is a value chain and how you can use it too!