• Design Thinking, applied.

  • About

    Being Guided

    By Design Thinking.

    I apply Design Thinking to help finance, health, legal, life sciences, manufacturing and tech organisations achieve more from market-facing engagements. This includes monetising high value propositions with early adopters.


    Ian Smith

    Design Thinker

  • About

    Being Open

    To Design Thinking.

    In many ways Design Thinking is rethinking. It is a method for creative problem-solving, where people are placed at the centre of the solution. I see this as measurably increasing customer engagement.

  • About

    Being Transformational

    From brainware to software.

    I enable knowledge-intensive organisations to turn know-how into scalable cloud apps on the Salesforce Lightning Platform. Cloud apps generate 10x IP value versus services. This is turning brainware into software.

  • About

    Being Creative

    With the Salesforce Platform.

    I help organisations to apply Design Thinking to improving customer engagement, through implementing Salesforce Sales Cloud and Service Cloud. My customers range from tech startups to the UK NHS.

  • About

    Being Integrated

    Applying a low-code platform.

    Tangle.io is a platform that allows you to create and integrate apps visually. With simple drag-and-drop tools you build Frontend-as-a-Service apps. Data is hosted by Salesforce or in any cloud infrastructure.

  • About

    Being Accountable

    Paid on Deliverables, Not Hours.

    Of course, I can engage in Design Thinking engagements on a 'meter', but I think that there is a better way than measuring time. This is the certainty of fixed-price and being Paid on Deliverables, Not Hours.

  • About

    Being Monetised

    By early adopters.

    I help organisations of all shapes and sizes to identify, engage and monetise early adopters. Usually this means engaging decision-makers who embrace new concepts, often delivered by previously unknown organisations.

  • About

    Being Innovative

    Where it really matters.

    I apply Design Thinking to compelling challenges in health and life sciences. My work includes partnering with technology challengers and the NHS, increasing citizen experience with health professionals.

  • About

    Being Legal

    Via one easy-to-use interface.

    I am bringing to market an innovative Legal Platform, built on Salesforce, allowing lawyers and solicitors to better manage everyday operations. This enables firms to focus more on client's needs, less on processes.

  • About

    Being Servitized

    Transforming manufacturing.

    Design Thinking enables high-value manufacturing firms to shift from delivering products to outcomes. This is is Servitization: moving from capital expenditure to revenue streams generated from services.

  • Method

    Applying a simple, effective 5-step process.

    Being Curious

    Think like a designer.

    Design Thinking means just that - thinking like a designer. This means being curious: asking questions, challenging business-as-usual. As a method this is five steps for digital innovation - delivered iteratively, and fast.


    Design Thinking is a people-first way of solving difficult problems. At Being Guided, I help market-facing teams better engage buyside and sellside stakeholders via a five-step method created by the Stanford d.school.

    Step 01. Empathize

    Empathy Mapping is key.

    The first step in our Design Thinking method is key: Empathize. Through online workshops, we ensure that all stakeholders engage in exploring each problem to be solved or value to be created with a value proposition.


    This is Empathy Mapping. It means engaging buyers and sellers of high-value solutions, in sessions that encourage openness, receptivity and rapport among all. What follows is trust - and ultimately, truth.

    Step 02. Define

    Focus on what matters most.

    The outputs from Empathy Mapping enable a deeper, more meaningful Define step. Here, all stakeholders work through an Urgent/Important Matrix to prioritise the value proposition validation and problem-solving.


    From achieving a more truthful, accurate understanding of the problem, the Define step is in the strongest position to ensure a truthful mapping of this problem to the right solution and move to the next step: Ideate.

    Step 03. Ideate

    Move to tangible innovation.

    The Ideate step is hands-on, based on openness and trust realised at the Define step. This is where stakeholders are encouraged to challenge assumptions, from what is otherwise, just business-as-usual.


    Ideation means taking the journey from identifying the problem to exploring a timely value proposition outcome. This will enable the widest range of ideas to be rapidly moved to the next step: Prototype.

    Step 04. Prototype

    No-Code First is key to success.

    The Prototype step is typically framed as a Proof-of-Concept, where the solution is explored in a hands-on way, as an experimental process of iterative investigation, acceptance, improvement or rejection.


    The progression from Ideate to Prototype should be fast. Solutions come to life for problem-solving in a tangible, iterative way. This enables a Proof-of-Concept to convert into a time-critical 'Production' outcome.

    Step 05. Test

    Rapidly drive user acceptance testing.

    High-value solutions should continue to rapidly move from the Prototype through to the Test step, as part of continuous improvement. This loop may go back to any step to move innovation forward - faster.


    Testing means 'show don't tell' - taking Prototypes through iterative User Acceptance Testing (UAT) of solutions. It is important to continuously engage the broadest set of stakeholders as Users at this step.

  • Salesforce-Outlook Integration

    Powered by Tangle.io

    Rich user experience. No plugins.

    Tangle.io enables Salesforce-Outlook Integration to move to a new level of customisation and user experience. Delivers rich email functionality with a native Salesforce Object and Lightning Experience Canvas.


    Gallery >>

    Request a demo.

  • Ventures

    Think different. Think like a designer.

    The Integration Platform

    Frontend-as-a-Service for Salesforce

    Design Thinking Platform

    Turning brainware into software.

    The Trusted Platform

    Practice Management for law firms.

  • Platform

    Design Thinking, applied.


    Brainware to software. Monetise at scale.

    Through our Platform, your know-how, currently constrained by the number of hours in a day you can monetise, is transformed to a software solution - enabling you to move beyond the constraints of time or geography.


    Through our Design Thinking method enables you to take a journey from a time-constrained services-only business to step-up to a high-value, scalable and more predictable recurring subscription fee-based revenues. 


    Scale fast. Generate new revenue.

    The inherent scalability of a Software-as-a-Service business means that once we have captured your know-how and turned this into a Tangle.io app, you are free from constraints of a time-based services model.


    This is moving from Linear Revenue to Non-Linear Revenue. The straight line relationship between sales and costs gives way to the potential for exponential growth of sales, as your fixed costs become relatively lower.

    Exit Value

    A business that people want to buy.

    Once you move from brainware to software, you start to build a business that becomes highly attractive to both tech industry and private equity investors. You begin to build a foundation for a profitable exit.


    Built on the Tangle.io Low-Code technology, our Design Thinking Platform turns your IP from a 0.5-1.0x revenue valuation, to a potential 10-20x revenue valuation. This is proven by the valuation of many acquisitions.

  • Blog

    Thoughts on Design Thinking, applied.

    At Being Guided, we work with tech challengers who deliver new value propositions for Salesforce...
    To quote Professor Tim Baines: "Servitization is a process of building revenue streams for...
    Design Thinking in Sales is my sales method, focused on overcoming the challenging world of...
    As an independent consultant, working within the 'Salesforce ecosystem' I am often asked about my...
    Digital Innovation is best when all stakeholders participate. This means adopting Three Design...
    Here are my Three Design Principles when applying Design Thinking to creating next generation...
    New tech ventures face many hurdles, not least, access to affordable capital. Regardless of...
    January 16, 2021
    Design has become mainstream thinking: Design Thinking. This may be defined as a method and set...
  • Store

    Design Thinking, applied.

    Design Thinking: Start

    Design Thinking: Start

    4 online 2-hour Sessions over 1 month with 1 Coach. Learn how to apply Design Thinking to innovation.
    Add to cart
    Design Thinking: Engage

    Design Thinking: Engage

    Preparing for and Engaging in a 4-hour Online Design Thinking Workshop. Brief (2-hours) plus Documentation and Empathy Mapping Framework. Price per Engagement.
    Add to cart
    Design Thinking: Coach

    Design Thinking: Coach

    400.00 - 3,500.00
    15-minute Online Sessions with 1 Mentor - focused on real world problem-solving. Learn how to improve Design Thinking Workshop outcomes.
    Add to cart
    Design Thinking: Platform

    Design Thinking: Platform

    160.00 - 6,000.00
    Design Thinking Platform built on Tangle.io Low-Code Platform.
    Add to cart
    Value Proposition Design

    Value Proposition Design

    360.00 - 900.00
    3 online 1-hour Sessions over 1 month. Co-creating the Value Proposition.
    Add to cart
    ROI Modelling

    ROI Modelling

    1,300.00 - 3,500.00
    3 online 1-hour Sessions plus ROI Model development as an app component or spreadsheet. Defending value over price.
    Add to cart
  • Connect

    Let's talk.

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