Dalam dunia bisnis yang kian kompetitif & terhubung, kita tak bisa lagi berpikir linier bahwa kualitas tinggi harus dibayar dengan harga tinggi, atau bahwa satu-satunya sumber keuntungan adalah dari transaksi langsung pelanggan. Justru tantangan zaman ini adalah: bagaimana menciptakan produk sebaik mungkin, dengan harga semurah mungkin, & tetap menghasilkan keuntungan setinggi mungkin. Inilah esensi dari non-linear business model thinking. Pendekatan ini menantang logika lama dan mendorong kita berpikir ulang: bagaimana value diciptakan, dibagikan, dan ditangkap secara cerdas? (Osterwalder & Pigneur, 2010)
Berpikir non-linear berarti tidak terpaku pada satu jalur nilai antara produk dan pelanggan. Kita bisa merancang model bisnis yang memungkinkan harga tetap terjangkau tanpa memiskinkan organisasi. Contohnya, banyak model freemium memungkinkan pengguna mendapatkan layanan gratis, sementara fitur lanjutan dijual ke segmen premium. Model cross-subsidy memungkinkan pelanggan membayar murah karena sebagian biaya ditanggung sponsor, mitra, atau segmen lain. Platform seperti Gojek atau Tokopedia juga tidak hanya mengandalkan margin transaksi, tapi memonetisasi lewat data, iklan, hingga layanan keuangan (Zengler & Bogers, 2021). Jadi bukan sekadar menjual produk, tapi merancang ekosistem nilai yang berlapis.
Di sinilah pentingnya evaluasi menyeluruh atas proses dan model bisnis. Jangan cuma fokus “jualan-jualan-jualan”, tapi refleksikan: apakah sistem kita masih relevan dan revenue-nya optimal? Seperti disoroti Johnson dkk. (2008), inovasi model bisnis sering lebih berdampak daripada sekadar inovasi produk. Tanpa riset pasar, umpan balik pelanggan, & simulasi model pendapatan, organisasi bisa stagnan, bukan karena produknya buruk, tapi karena modelnya tak lagi cocok dengan zamannya.
Ekosistem bukan sekadar jaringan, tapi mekanisme keberlanjutan bersama. Kolaborasi lintas aktor—mitra, komunitas, pemerintah, hingga sponsor, harus jadi bagian dari desain nilai. Sejalan dengan purpose-driven business (Mackey & Sisodia, 2013), organisasi bisa tetap bermisi sosial tanpa mengorbankan finansial. Prinsipnya: untung karena berpikir cerdas, bukan karena membebani pelanggan.
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