In this video, Tom Hulme, Design Director at IDEO and founder of OpenIDEO, introduces a tool that IDEO and HackFWD designed to help founders design and build startups. Although the focus is on tech startups, non-tech entrepreneurs will likely find some applicable lessons from Hulme’s 12-minute talk, including strategies to identify the “backbone of your business,” marketing and how to refine your business model.

HackFwd: Visualize Your Business Model in 15 Minutes Flat from IDEO on Vimeo.