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Business-as-a-Game (BAAG) – A New Way of Understanding Business 

Business is changing fast. The old product- and market-centric logic is no longer enough. We need a game-based, human-centered framework that recognizes roles, dynamics, and value creation inside constantly evolving game spaces.

Business-as-a-Game (BAAG) Background

Content Overview

This page introduces six key articles:

1. Why Business Should Be Seen as a Game

  • Business is social and competitive, driven by people, roles, and opportunities rather than markets alone.
  • Advantage comes from mastering the game space, not reacting to temporary market changes

2. Benefits of Game Thinking

  • Enables faster responses, strengthens creativity, and clarifies real vs. perceived value.
  • Helps organizations navigate transitions to the next S-curve.
  • [Read full article 2: Benefits of Game Thinking]

3. What the Game Model Contains

  • Core elements: Players & roles, Game spaces, Value creation chain, Dynamics & cycles, Iteration & learning.
  • Focuses on practical understanding of business as a dynamic system.
  • [Read full article 3: What the Game Model Contains]

4. Illustrative Examples of Applying Game Thinking

  • Cases from AI platforms, Airbnb, and fast-changing industries.
  • Demonstrates how value emerges through roles, collaboration, and game-space transitions
  • [Read full article 4: Examples of Applying Game Thinking]

5. What Traditional Business Thinkers Must Understand

  • Differences between product-market logic vs game-based logic:
  • Focus: Product/service → Value chain & game space
  • Opportunity creation: Market → Players & ecosystems
  • Competition: Zero-sum → Mix of competition & collaboration
  • Measurement: Sales → Expected value (xV) & dynamics

6. Business as a Game – For People Who Don't Know Business

  • Explains business in human, approachable terms: social, competitive activity where people create value together.
  • Shows the difference between temporary markets and real value, emphasizing participation and creativity.
  • [Read full article 6: Business as a Game – For People Who Don´t Know Business]

Key Takeaways

  • Master the game space, not just the market.

  • Focus on roles, interactions, and dynamics to create sustainable value.

  • Early movers see opportunities before markets are "ready".