The value is already there.
It just hasn't been seen yet.
Horn Innovation finds the value your company already holds — in data you didn't know you had, and activities no one has questioned in years. Practical advisory, grounded in research.
A hospital had no idea a loss running into the tens of millions was hidden in a workflow no one had ever questioned.
That's the case for most companies. Business Model Innovation (BMI) finds that value — practical and research-based at the same time.
The research behind the advisory
Horn Innovation is run by Ole Horn Rasmussen, PhD and MSc in Economics. He co-developed the academic definition of a business model as an activity system — the definition the entire method is built on.
In 2015 he introduced "Vertical Butterfly", the theoretical core of the BMI process, underpinned by nine research-based tools. Documentation is available on request.
The mission is to optimise value — economic and non-economic — in processes, services and products, drawing on broad experience in business models, BMI, project management and organisational development.
We map before we choose a strategy
A business model is, by definition, an activity system. That means your company consists of several business models — and at least one holds untapped potential you haven't yet seen. All work is data-driven: the foundation is data the company already has, visible and invisible, but rarely put to active use.
Mapping begins
The activity system is identified from data the company already has — but rarely puts to active use.
Mapping deepens
Visible and invisible data are gathered and validated across the organisation, so the picture becomes complete.
Mapping concludes
The full activity system is clear — and the foundation is solid enough to support a strategy.
Strategy
The strategy is chosen only once the mapping is complete — because even a small data gap makes it vulnerable.
From hospitals to industrial conglomerates
Regardless of industry — a selection of what the BMI process has moved.
Developed a new business model with billion-level potential for an international conglomerate.
Moved 21 specialists' work away from a track with no future — toward one with.
From 18,000 SKUs to 74 business models spread across four portfolios.
Research and international network
PhD and MSc in Economics, with a background spanning from the European Commission to international research networks in innovation and tourism.
European Commission — Associated Expert
In the 1990s, Ole carried out 4 ex-ante evaluations for the Kingdom of Denmark as an associated expert for the European Commission.
ISPIM
International Society for Professional Innovation Management. Member since 2015 — the same year the Vertical Butterfly was introduced.
AIEST — first Danish member, 1992
International Association of Scientific Experts in Tourism. Ole was the first Danish member, admitted in 1992.