6. Business as a Game – For People Who Aren't Familiar with Business 

Business is not just products, services, or markets. It is social, competitive activity where people create value together. In today's fast-changing environment, we need a human-centered perspective, fewer rigid rules, and more understanding of dynamics.

What Business Really Is

• A network of people making decisions, competing, experimenting, and creating value together.

• Functions like a game: goals, roles, rules, and strategies.

• Goals are self-defined – profit maximization is rarely the main objective.

Examples from Creative Industries

• Art and Design: Creating value and sharing expertise without focusing on profit maximization.

• Media and Content Production: Goals are self-defined; meaningful interaction is central.

• Gaming and Startups: Players, users, and developers jointly define value and success metrics.

Benefits of Game Thinking

• Frees creativity and entrepreneurship: experiment with new roles and combine resources.

• Shows that the market is only part of value creation – real dynamics emerge from interaction between people and roles.

Rules and Referees

• Clear boundaries and "referees" ensure fair participation.

• Rules provide a framework for creativity without restricting it.

Old vs. New Thinking

• Old, mechanistic: focuses on products, services, and fixed markets; rigid rules limit activity.

• Game-based: emphasizes roles, collaboration, and dynamics; brings business closer to social interaction.

Summary

The game model helps understand that business is not just numbers or bureaucracy. It is living, social, and competitive activity where people, ideas, and roles create value together.

• Define your goals

• Free your creativity and try new roles

• Participate in meaningful value creation

BAAG makes business understandable, inclusive, and human – giving everyone a role in value creation.