We present a research-in-progress project on teaching business design at an engineering school. We describe our teaching approach based on experiential learning, systems thinking and service-dominant logic. We highlight how we try, by repetition, to help the students understand the principles/ patterns that exist in the practice and to understand how the same principles and patterns can be used in different contexts. Our goal is to learn how to enrich their skills by teaching how to be creative, to apply business design thinking and to illustrate with concrete examples. Our hope being that the students, then, could reuse - what they have learnt in the course - outside the course, in their professional and private life.