Business Models are the corporate blueprints for generating revenue. Developing innovative business models and low-cost methods for establishing their validity and action ability can, therefore, offer huge competitive advantages.
Quoting further from the article, in regards to visual thinking in the design process and its importance in creating the business model, he says:
"Designers' visual communication, cross-pollinization and lateral thinking make them ideal facilitators of business model creation. A designers' unique ability to visualize concrete and abstract ideas enables them to clarify concepts as opposed to merely simplifying them. They can synthesize concepts from diverse information and propose concepts for team discussion. In some cases, they may even be able to assist in prototyping business models before substantial time and money are invested."