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d.MBA

d.MBA
Shredder Framework

Business confidence for designers.

PublishesTwice monthlyEpisodes109Founded9 years ago
Number of ListenersCategories
DesignArtsBusinessCareers

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Artwork for d.MBA

Latest Episodes

Everybody thinks they know what matters to them. Then you ask them, and they can't tell you.

Daniel Burka has stood at more career crossroads than most: Digg, Glitch (which became Slack), a company sold to Google, five years at Google Ventures, then... more

Avi Ashkenazi, Senior Director of Product Design at Deel (Shopify and iwoca before that), walks through the Shredder: the framework he built for reverse-engineering any company's strategy from the outside, using nothing but public information.

It's ... more

Ever thought about the ingenious business and design strategies that turned an everyday gadget into an adventurer's (and content creator's) best friend?

Our latest Business Design Teardown dives into the thrilling business and design strategies behi... more

When you want to learn about the intersection of business and design, you can turn to d.MBA Business Design Teardowns.

But for everything else? It has to be Wikipedia.

In this podcast episode, we're tearing down one of the most significant sources ... more

Key Facts

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Recent Guests

Avi Ashkenazi
Director of Product Design at Deel
Deel
Episode: The Framework Deel's Design Director Uses to Decode Any Company

Reviews

4.8 out of 5 stars from 103 ratings
  • Engaging & useful

    This podcast is a must for any designer. Alen is a great host. His questions are thought provoking and always spark a lively conversations with his guests. It is one of the few podcasts that is not only interesting but strongly actionable and useful.

    Apple Podcasts
    5
    sovica1511
    United States6 years ago
  • Very insightful & super relevant

    Alen always has great conversation partners that educate in a very casual way. I love that it feels both high-level and very actionable at the same time. The recent episode of mixing strategy into design sprint has been one of my favorites so far 👌

    Apple Podcasts
    5
    Matthias ✌️
    United States7 years ago
  • Great topics!

    I have just discovered this podcast. I find topic very important and guests interesting!

    Apple Podcasts
    5
    SandraSubel
    Poland7 years ago
  • Perfect

    Perfect balance of design and business discussions. Consistently interesting guests, and a smart, prepared host. Always looking forward to new episodes!

    Apple Podcasts
    5
    (~_~A)
    United States7 years ago
  • Amazing podcast series!

    Beyond User hosts inspiring designers and professionals that I follow hence it is a big opportunity to listen them on this podcast series. Alen asks really good questions to the hosts and discussion topics are really insightful specially

    for someone like me as junior UX designer. Always look forward to new episodes, thanks Alen!

    Apple Podcasts
    5
    ecehn
    United Kingdom8 years ago

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts
#120
Canada/Arts/Design
Apple Podcasts
#137
United Kingdom/Arts/Design
Apple Podcasts
#74
Germany/Arts/Design
Apple Podcasts
#117
France/Arts/Design
Apple Podcasts
#163
Italy/Arts/Design
Apple Podcasts
#191
Australia/Arts/Design

Talking Points

Recent interactions between the hosts and their guests.

The Framework Deel's Design Director Uses to Decode Any Company
Q: What motivated you to develop the Shredder framework in the first place, and how has it evolved with AI?
The framework emerged from the need to look beyond surface-level product comparisons and understand why competitors make specific decisions. It evolved to leverage AI for faster data gathering, deeper root-cause analysis, and collaborative storytelling, enabling teams to reason about strategy more clearly and to decide when to imitate, differentiate, or acquire a competitor.
The Framework Deel's Design Director Uses to Decode Any Company
Q: Tell us more. How do we get started with this framework in practice?
Begin by framing the company as a tree, then identify the trunk (core strategy) and the leaves (experiments) to map how products derive value. Use AI-assisted discovery to gather data across products, campaigns, and APIs, and run a cross-functional workshop (design, engineering, product, marketing) in a single visual workspace to distill the strategy into actionable pillars.

Audience Metrics

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Which podcasts are similar to d.MBA?

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1. Finding Our Way
2. Design Matters with Debbie Millman
3. How I AI
4. Decoder with Nilay Patel
5. Y Combinator Startup Podcast

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d.MBA launched 9 years ago and published 109 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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Recent guests on d.MBA include:

1. Avi Ashkenazi

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