Meet Bart – the rolling stone business designer
On AI, strategic direction, and why Tidal is better than Spotify


Words
Malin H. Teles
If you met Bart, you probably remember it. With an incessant energy, swift and accurate reflections, and an edgy sense of humour, he leaves an impression wherever he goes. He’s the business designer with a genuine passion for entrepreneurship and a never-ending desire to explore new things. Including new guitar riffs and basslines.
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Our People
Making sure innovative ideas make business sense
Business design has been around for some years already, but for many, what these professionals do is still a bit of a mystery. Is it not just another name for management consulting? "I would place us closer to venture builders than management consultants. We definitely leverage part of their analytical toolbox, but it's the 'doing' where we differentiate ourselves."
Bart continues, "Business design is about ensuring that innovative ideas make business sense. For the past decade, people have understood and accepted that products and brands need to be desirable to sell them. Hence, the field of design grew. But desirability in itself is never enough. A product, service, or business model must also be viable."
On AI and the importance of strategic direction
Lately, Bart has been fascinated by the business and innovation opportunities that arises with the introduction of AI. What do businesses need to be aware of when it comes to AI?
"It’s essential to remember that AI can be just about anything. There are many flavours to it, so to speak. When it comes to AI in a business context, the first thing you need to ask yourself is how AI technology can and will affect your company. If you’re not asking yourself that already, you’re quite late to the party," comments Bart.
“Just start. Find out how you are different. And by definition you are now category leader.”

Bart Gout
Senior Business Designer, Oslo
He continues: "No company can afford not to include AI in their strategy. It doesn’t mean that you need to sell an AI product. Still, you need to set a strategic direction where you’re considering this technology – how it will affect your business, customers, employees, and business model. How will you create new products and services in this landscape? Use AI with a clear purpose to achieve your goals, not just for the sake of technology."
“Use AI with a clear purpose to achieve your goals, not just for the sake of technology.”

Bart Gout
Senior Business Designer, Oslo
From architecture and real estate to business innovation
Bart’s path to becoming a business designer was far from a straightforward one; starting with a degree in architecture from the University of Technology Delft in his home country of the Netherlands, he continued to the more business-oriented real estate studies. But he realised that it was not for him.
“I learned a lot, but I desired something more dynamic and fast-moving, so I dove into finance and blockchain innovation. From there, it has just continued with new industries, new markets, and new technology. I can’t get enough of new ideas and new experiences.” Eventually, he arrived at EGGS in Oslo. “I love consulting. It gives me the chance to work with new stuff all the time. It never gets boring.”
Short about Bart
Name: Bart Gout
Born: 1991 in Schiedam, Netherlands
Title: Senior Business Designer
Started in EGGS: 2022
Educational background: BA in architecture and MA in Management in the Built Environment from University of Technology Delft.
In his spare time, He plays the guitar and the bass, woodcraft, and loves skiing in the mountains.

Fun facts
Chat GPT – yay or nay.? F*ck yay!
Dall-E- yay or nay? Yay – especially integrated with ChatGPT.
EGGS – boiled or scrambled? Scrambled.
Spotify or vinyl? – Tidal! Haha. Has better sound quality than Spotify
Get in touch
Curious to learn more about Bart? Reach out.
Reach out to the team - we're happy to answer questions, receive feedback or discuss the topic.

Bart Gout
Senior Business Designer, Oslo
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