Speed is exhilarating, also when doing new business development

The Speed, Design & Creativity program combines the excitement of creating new product or service solutions with the exhilaration of going fast for a fast-paced, hands-on executive short course based on over 15 years of academic and industry insights.

This is a training that focusses on the thinking, acting and discipline required for successful new business development.

New Business Development is an opportunity identification and development process that is to help companies grow and prosper. One of the challenges is to propose new activities that will resonate with clients and users. Design Thinking is used by (product) designers to solve complex problems, and find desirable solutions for clients. Participants will learn how to leverage the principles of design thinking and customer development to develop needs based value propositions.

This course brings about a radical shift in participants’ thinking and acting. It fosters your appreciation of the competencies that drive the initial stages of new business development. When you look for opportunities to grow your business, introducing a new product or service is one of the more challenging options.

During the course, you will spend substantial time “outside” to discover and validate. Next to the city of Maastricht, also the Formula 1 racetrack at Spa Francorchamps will be an ideal spot to practice opportunity validation. 

Entrepreneurship and Innovation

Certificate (diploma optional)


Course date
2018 (TBC)

5 days

Wynand E.J. Bodewes, PhD
Associate Professor of Entrepreneurship
Wynand E.J. Bodewes, PhD

The market driven business development methods presented in this short course will help to identify solutions to market needs that represent genuine value propositions: both to the firm and its clients. Design thinking can help you to develop needs based value propositions and product/service concepts.

One of the qualities of the Design Thinking approach that we build on in this course is that you can go very fast. This short course will provide you with hands-on experience in applying Design Thinking to product/service development. It equips you to lead your team in a fast-past market driven quest for real growth opportunities. You will learn how you can guide your team through the initial stages of business development.

Program structure

Friday Saturday Sunday Monday Tuesday Wednesday
(09.00 - 12.30)
Lazy Saturday morning Visiting the Formula 1 race at Spa Francorchamps and working on assignment Workshop 3: Ideate Workshop 4: Prototype & Test Workshop 5: Elavator pitching
Workshop 1:
Emphasize and Working on assignment
(12.30 - 13.30)
Lunch at MSM Lunch at MSM Lunch at MSM Lunch at MSM
(13.30 - 17.00)
Working on Assignment

Workshop 2:


Working on assignment at MSM Working on assignment in the inner city of Maastricht Finalizing project presentations
Evening Visiting Michael Schumacher Kart & Event Centre
(Meal on MSM)
Free evening (meal on own) Free evening (meal on own) Free evening (meal on own) Free evening (meal on own) Farewell Dinner (arranged by MSM)
Night Maastricht Maastricht Maastricht Maastricht Maastricht Maastricht

Course objectives

At the end of the course you

  • You know how to identify what customers really need (even when they are not aware of that themselves.
  • You know how to use customer insights optimize value propositions.
  • You have experiences how improvisation and experimentation allow you to progress much faster.

Course topics

Topics included in the program are:

  • Tapping unmet needs.
  • Getting users reveal what they do not know to be looking for.
  • Digging deeper to arrive at bolder ideas.
  • Learning from field experiments
  • Breaking the mould.

Teaching methods

During the course, we will use short lectures, assignments and workshops to guide you through a Design Thinking based business development simulation. We expect you to be an active learner: the more effort you will put into your project, the more you will learn.

Your profile

The program is designed for a business development professional. Also, those with professional roles in marketing, service or product development, or product engineering will find this course supportive to their professional development.


Each participant receives a certificate of attendance on the last day of the course. Only for those who will complete an additional assignment will receive a diploma. In case you would like to have more information you contact ep@msm.nl

Wynand E.J. Bodewes, PhD

Wynand Bodewes (1966) is an Associate Professor of Entrepreneurship at Maastricht School of Management where he teaches several Entrepreneurship courses in the Master in Management, MSc in Management and Engineering, MBA and Executive MBA programs, both in Maastricht and abroad. He is also the Academic Coordinator of MSM’s growing portfolio of Executive Education programs. He holds an MSc in Business Administration from the School of Management and Organization at the University of Groningen (1993) and a PhD in General Management from the Rotterdam School of Management at Erasmus University (2000). Although initially destined to become a Chemical Engineer Wynand later switched to Business Administration. Before pursuing his PhD in General Management at the Rotterdam School of Management (RSM), Erasmus University, he was briefly affiliated with Maastricht University to work on his master thesis.

Dr. Bodewes co-authored several papers and books, and he regularly acts as an ad-hoc reviewer for the Academy of Management Journal, Organization Science, Long Range Planning and other scholarly journals. He was one of the founding fathers and the initial academic director of the degree program that later evolved into the current Entrepreneurship MSc program at RSM. In 2009 Wynand returned to Maastricht University to help build and deliver an outstanding portfolio of entrepreneurship courses to students in many of the university’s degree programs. During his tenure with Maastricht University Wynand also taught at the KU Leuven as a Visiting professor of Entrepreneurship. At the KU Leuven he was instrumental to the introduction of a MSc track in (Technology) Entrepreneurship.

In November 2016 Wynand joined Maastricht School of Management to help expand its portfolio of Entrepreneurship courses and programs. At MSM Wynand hopes to create new teaching cases, expand MSM’s European engagement in short Executive programs, and he looks forward to co-create new and relevant scholarly insights with DBA and PhD candidates at MSM. Wynand is keen on collaborating with ambitious entrepreneurs. For him, smallness is only but a temporary characteristic of true entrepreneurship. Wynand is married, a proud father of two, and a true gadgets afficianado.

Academic interests:

  • Scalability and Growth
  • Business modeling
  • Opportunity discovery and development

The full tuition fee

The tuition fee of this course is € 4450.

Tuition fee includes all course materials and study materials. Tuition fee does not include housing, food and living expenses. Participants are required to arrange their own housing facilities. MSM can assist in finding hotel accommodation.


Scholarship opportunities can be combined up to 50% of the full tuition fee.

Corporate Discount:
15% for 2 participants coming from the same organization within 1 academic year
25% for 3 participants coming from the same organization within 1 academic year
40% for 4 - 6 participants coming from the same organization within 1 academic year
For > 6 participants we will offer a tailor made program

European Star Scholarship:
50% for European citizens and long term residents. Submit a 2 - 3 page essay on the topic: "What will be the positive change for my organization and me after participating in this course?"

Alumni Lifelong Learning:
15% discount for Maastricht School of Management registered Alumni

Cancellation policy

MSM reserves the right to postpone or cancel the program in case the number of participants does not meet the MSM requirements for minimum number of participants. Any payment made to MSM for tuition fee will be refunded. In the case of postponement or cancellation of the program MSM will inform the enrolled candidates at least six weeks before the planned start of the program.

By the participant:

If an admitted participant decides against participation after the tuition fee has been paid, cancellation costs are €200,- (administrative costs)

In case cancellation is done after the program has started no money will be refunded.

No cancellation charges are incurred if the enrolled participant, with written consent of MSM, will be replaced by another participant before the start of the course. Refunded tuition fees will only be reimbursed to the sponsoring party and cannot be forwarded or redeemed by any other party.

Participants who were not granted a visa to enter The Netherlands, can be fully reimbursed if written official documentation is provided of such visa denial.

Application deadline

2018 (TBC)

Admission requirements

Applicants should have the ability to function academically and professionally at Bachelor level and should have an adequate level of spoken and written English.

Reasons to follow the Speed, Design & Creativity course

  • Experience the power of design thinking
  • Face how rapid experimentation can produce breakthrough ideas
  • Network with a select group of entrepreneurial professionals
  • Refresh your views on product development and innovation
  • Mix learning and excitement while visiting the F1 race at Spa Francorchamps

Explore the principles of design thinking and customer development