Innovación y disrupción

Why organisations work with Mark Greeven He brings a working model of ecosystem competition built on close study of Alibaba, Tencent, Xiaomi and other Asian firms, not a Silicon Valley template. He has spent two decades inside Chinese innovation, which lets him translate what is happening in Asia into specific implications for European and North American boards. His “dual transformation” frame gives leadership teams a way to fund and govern the next growth engine without starving the current business. He has built what he advises others to build. He founded IMD China in Shenzhen, scaled it into a multi-million-dollar executive education business in three years, and co-directs IMD’s Future-Ready Enterprise programme with MIT Sloan. Thinkers50 has ranked him in 2023 and 2025 and described him as their “oracle for innovation in China,” and his recent HBR co-authored piece on Chinese AI was a finalist for the 2025 HBR Prize. Both give buyers a defensible third-party signal. Biography highlights Professor of Management Innovation at IMD; founder of the IMD China Initiative and of IMD China in Shenzhen. Co-director of three IMD programmes: Building Digital Ecosystems, Strategy for Future Readiness, and Future-Ready Enterprise (the last delivered jointly with MIT Sloan School of Management). Author of Pioneers, Hidden Champions, Changemakers, and Underdogs (MIT Press, 2019), The Future of Global Retail (Routledge, 2021), and Business Ecosystems in China (Routledge, 2018). Co-author of “How Savvy Companies Are Using Chinese AI” (HBR, 2025), named a finalist for the 2025 HBR Prize. An earlier HBR piece was selected for HBR’s 10 Must Reads 2023. Ranked on the Thinkers50 list in 2023 and 2025; Thinkers50 Radar Class of 2017. Founder of cross-border programmes earlier in his career, including the Chinese Economy and Business Programme at Erasmus University Rotterdam and the Global Entrepreneurship Programme at Zhejiang University. PhD in Innovation Management from Rotterdam School of Management, Erasmus University. Biography Most established companies are organised to defend a position they already hold. The harder problem is running that business at full performance while building a different one beside it, in markets where competitors do not play by the same rules. Mark Greeven’s work sits squarely on that problem. He is Professor of Management Innovation at IMD and Director of the IMD China Initiative, with earlier faculty positions at Zhejiang University and Rotterdam School of Management, where he also took his PhD in Innovation Management. Two decades of fieldwork in China give his arguments an empirical base that most innovation speakers do not have. His three books, Business Ecosystems in China (Routledge, 2018), Pioneers, Hidden Champions, Changemakers, and Underdogs (MIT Press, 2019), and The Future of Global Retail (Routledge, 2021), trace how named Asian firms, including Alibaba, Tencent, and Xiaomi, organise around platforms, partners, and continuous reinvention. He writes regularly for Harvard Business Review and MIT Sloan Management Review. One of his HBR pieces was selected for HBR’s 10 Must Reads 2023; a more recent HBR co-authored piece on how companies are using Chinese AI was named a finalist for the 2025 HBR Prize. His current ecosystem research at IMD is supported by a three-year corporate sponsorship from AVEVA, Schneider Electric’s industrial software business. He also publishes Red Thread, a bi-weekly LinkedIn newsletter on China and global strategy. Greeven has also built what he writes about. He founded the IMD China Initiative in 2019 and established IMD China in Shenzhen, growing it into a multi-million-dollar executive education business within three years. He has launched cross-border programmes at four institutions, from the Chinese Economy and Business Programme at Erasmus and the Global Entrepreneurship Programme at Zhejiang to IMD’s Future-Ready Enterprise Programme with MIT Sloan. In parallel, he has founded private companies in cross-border e-commerce, technology scouting, and management innovation advisory. Thinkers50 has ranked him in 2023 and 2025, calling him their “oracle for innovation in China.” That mix of research, programme-building, venture creation, and direct access to Chinese firms is what gives his counsel weight for boards trying to read what Asian competition means for their next five years, and for executives trying to build a credible second growth engine without breaking the first. Key speaking topics Business ecosystems and platform competition Innovation in China and Asia Dual transformation and second growth engines Future of retail and digital business models Strategy under sustained uncertainty Organising for innovation in large incumbents US-China commercial and technology dynamics Ideal for CEOs and strategy leaders setting a multi-year growth agenda in the face of Asian competition. Boards and executive committees deciding how to fund and govern a second growth engine alongside the core. CSOs, CIOs, and innovation leads designing partner ecosystems rather than standalone product roadmaps. Multinationals with material exposure to China who want a clear read on competitive moves and policy direction. Audience outcomes A clear read on how Chinese and Asian incumbents are competing, with named firms and specific moves. A working language for ecosystem strategy that boards can use without retreating to platform jargon. A practical view of how to run today’s business and build the next one in parallel, with the trade-offs named. Sharper questions for the next strategy cycle on innovation governance, partner choice, and capital allocation.

Why organisations work with Mark Stevenson Two bestselling books, An Optimist’s Tour of the Future and We Do Things Differently, that don’t theorise innovation but document it on the ground across four continents. Senior leaders get evidence of what already works, not opinions about what should. Operating experience to back up the advice. Stevenson is Director of Strategy and Special Projects at soil health business Oath, writing from inside a venture of the kind he asks boards to study. Cross-domain advisory range from the UK Ministry of Defence on peace and national security, to Médecins Sans Frontières on climate strategy, to GSMA on purpose. Few advisors hold credibility across that spread of rooms. A working stance on uncertainty for leaders who can no longer rely on prediction. The “reluctant futurist” framing names the discomfort buyers feel about boardroom forecasting and offers something more useful in its place. Stagecraft from a comedy and music background that makes serious material land. He gets a sceptical or hostile room engaged without softening the argument. Biography highlights Author of An Optimist’s Tour of the Future (Profile Books, translated into 12 languages) and We Do Things Differently: The Outsiders Rebooting Our World Director of Strategy and Special Projects at soil health business Oath Co-founder of carbon removals firm CUR8 Global Ambassador for environmental law firm ClientEarth Former strategic advisor on peace, national security and climate change to the UK Ministry of Defence Has advised Médecins Sans Frontières (UK/Ireland) and the GSMA on long-term strategy Co-host of Jon Richardson and the Futurenauts podcast with comedian Jon Richardson and writer Ed Gillespie Biography Most boards still operate on a model of prediction. But the variables that shape strategy now move together and feed each other. Climate, geopolitics, technology and the failures of markets to price risk properly are not separate items on a register. They are aspects of the same problem. Mark Stevenson works the seam where senior leaders have to make confident decisions without the luxury of confident forecasts. His two books, An Optimist’s Tour of the Future and the bestselling We Do Things Differently, are field reports rather than theory. Both document the people and ventures actually rebuilding broken systems in education, energy, healthcare, food and finance. His advisory practice spans governments, NGOs, investors and multinational organisations, and covers ground few in this category can match. He has been strategic advisor on peace, national security and climate change to the UK Ministry of Defence. He is ‘Futurist without Borders’ for Médecins Sans Frontières (UK/Ireland), strategic advisor to the GSMA, and Global Ambassador for environmental law firm ClientEarth. Alongside that, he is Director of Strategy and Special Projects at soil health business Oath, working on systems change from inside a venture rather than commenting on it from the gallery. Some of this is lived. Stevenson’s understanding of leadership under uncertainty is also shaped by his own recovery from Complex-PTSD, an experience of leading through profound personal disorientation. It is part of why his keynotes treat the emotional and relational dimensions of change as seriously as the strategic ones, and why he is unusually direct about what it costs leaders to hold composure when the ground moves. Key speaking topics Systems change and systems literacy Strategic foresight under deep uncertainty Innovation in failing systems Future of technology and society Climate, democracy and market risk as connected challenges Storytelling and stagecraft for serious material Ideal for Senior leadership teams and boards Strategy, innovation and foresight functions Investors and capital allocators making long-horizon decisions Policy makers and public sector audiences Audience outcomes A way to look at climate, geopolitics, technology and trust in institutions as one problem rather than four Specific examples of innovators already rebuilding broken systems at scale, drawn from Stevenson’s own field research A working stance on uncertainty for leaders who can no longer rely on prediction-based planning A sharper view of where their organisation may be committing capital to outdated assumptions about how the world works

Why organisations work with Mark van Rijmenam He gives boards a named decision framework, WAVE (Watch, Adapt, Verify, Empower), drawn from his book Now What?, now built into an operating diagnostic that scores a leadership team’s AI readiness against its own industry and regulatory context. The framework translates futurist material into something a planning cycle can actually use. His research base spans AI, blockchain and the metaverse across six books, so the technology view is not a single-trend pitch but a structured map of how these layers interact for an operating business. Salesforce named him one of 16 human voices shaping the future of AI, which gives buyers an external credibility marker beyond bureau ranking. He has built and run technology platforms himself, Datafloq and Futurwise, and has turned the WAVE framework into the Intelligence Age Scorecard, so the perspective is informed by building the tools, not only commenting on them. Format range is unusually wide for a futurist: he delivered the first TEDx talk in virtual reality and a TEDx in Athens via digital twin, and runs sessions in person, virtually and as holographic delivery when the brief calls for it. Biography highlights PhD in Management, University of Technology Sydney Author of six books, including Step into the Metaverse (Wiley) and Now What? How to Ride the Tsunami of Change Founder of Datafloq and of Futurwise, an AI-powered insights platform Certified Speaking Professional (CSP) and Global Speaking Fellow Recognised by Salesforce as one of 16 human voices shaping the future of AI Delivered the first TEDx Talk in virtual reality (2020) and a TEDx talk in Athens via digital twin (2023) Biography The hardest question for a board right now is not whether AI matters. It is what to commit to, when most of the technology in front of them will be obsolete in eighteen months. Van Rijmenam works on that question. His latest book, Now What? How to Ride the Tsunami of Change, sets out the WAVE framework: Watch, Adapt, Verify, Empower. The framework is built to be used by an executive team in a planning cycle, not admired from a stage. The credibility behind that work is structural. A PhD in management from the University of Technology Sydney sits alongside six published books that span big data, blockchain, the metaverse and now generative AI. Step into the Metaverse was published by Wiley in 2022. Future Visions, written in five days as an experiment in human-AI co-authorship with ChatGPT, came the following year. The body of work treats each technology layer as part of a connected operating reality, not as standalone trends. He builds the tools he talks about. Datafloq curates emerging-technology intelligence for executives. Futurwise is an AI-powered learning environment he founded to give organisations a structured way to track signal across technology, regulation and culture. He has since turned WAVE into the Intelligence Age Scorecard, a diagnostic that scores a leadership team’s AI readiness, surfaces the gap between what the C-suite believes and what management experiences, and returns a 90-day action plan. Salesforce named him one of 16 human voices shaping the future of AI, and the Global Speakers Federation has admitted him as a Global Speaking Fellow, a designation held by fewer than fifty people worldwide. The format choices reinforce the argument. He delivered the first TEDx Talk in virtual reality in 2020, and a TEDx in Athens in 2023 through a digital twin. For a buyer, the relevant signal is not the novelty. It is that the speaker is using the technologies he is asking leadership teams to make decisions about. Key speaking topics Generative AI and enterprise deployment Strategic foresight and scenario planning Decision architecture under exponential change The metaverse and immersive business models Blockchain and distributed-ledger applications AI ethics and governance Future of work and human-machine collaboration Ideal for Boards and executive committees setting AI and emerging-technology strategy Strategy, innovation and transformation leaders moving from pilots to operational deployment CTO, CIO and Chief Digital Officer audiences Leadership offsites and planning cycles where a structured foresight method is needed Audience outcomes A working decision architecture (WAVE) that an executive team can apply to its own AI and technology bets, with the option of a structured readiness diagnostic that benchmarks the team against its industry A structured map of how AI, blockchain and immersive technologies interact across the operating model A clearer view of where to commit capital now and where to keep optionality A read on where leadership perception and operational reality diverge on AI, including early preparedness for AGI-level systems Specific examples of organisations that have moved from technology pilots into operational advantage

Why organisations work with Martin Lindstrom He built his reputation on primary research, not commentary. The fMRI study behind Buyology covered 2,000 consumers across five countries; the fieldwork behind Small Data covered 2,000 families across more than 70 countries. He gives senior teams a method, not a slogan. Small data is a working approach for finding the unspoken consumer signal that quantitative research routinely misses. He has advised brands across categories most consultants never touch in the same year, from Pepsi and Nestle to Burger King, Lowe’s, LEGO, and Disney, which means his diagnoses translate across very different commercial contexts. He treats internal bureaucracy as a brand problem. The Ministry of Common Sense names a tension every CEO recognises: the gap between what the company promises customers and what its own processes allow employees to deliver. His authority is independently signalled. TIME’s 100 Most Influential People, repeated Thinkers50 rankings, and a Wall Street Journal verdict on Brand Sense as one of the five best marketing books ever written are not bureau claims; they are matters of public record. Biography highlights Founder and chairman of Lindstrom Company, advising Fortune 500 clients including Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, and Unilever. Named to TIME’s 100 Most Influential People in the Scientists and Thinkers category. Multiple-time Thinkers50 ranked thinker, including positions of #18, #36, and #20 in successive listings. Author of seven New York Times bestsellers, translated into roughly 60 languages, including Buyology, Brandwashed, Small Data, Brand Sense, and The Ministry of Common Sense. Columnist for TIME, Fast Company, and Harvard Business Review; recurring contributor on NBC’s TODAY show. Featured in Morgan Spurlock’s documentary The Greatest Movie Ever Sold (2011). Biography The fMRI study behind Buyology scanned the brains of 2,000 consumers across five countries to test what advertising and branding actually do inside the human head. Most of what the marketing industry believed about why people buy did not survive the data. That study, and the books that followed, made Martin Lindstrom one of the few branding voices senior leaders take seriously on the science of consumer decision-making. He runs Lindstrom Company, a brand and culture transformation firm whose client list reads as a cross-section of the global economy: Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, Unilever. The work is not pitch theatre. It is rebuilding brand strategy around evidence drawn from ethnographic fieldwork, neuroscience, and the unguarded behaviour of real customers in their own homes. His Small Data method came out of more than a decade visiting families in over 70 countries, looking for the small inconsistencies that point to unmet consumer needs. The thesis is direct. Big data tells you what is happening at scale. Small data tells you why, and where the next product or positioning idea actually lives. It is a working method, used inside the Lindstrom Company practice, not a publishing concept. The Ministry of Common Sense extends the same instinct inward. Lindstrom argues that most large companies have engineered themselves into a state where employees cannot do the obvious right thing for a customer without breaching a process. Strip the bureaucracy, restore common sense, and brand performance follows. Buyers who book him for the marketing thesis often find the organisational thesis is the one their executive team keeps quoting back six months later. Key speaking topics Brand strategy and consumer neuroscience Small data and ethnographic customer insight Culture transformation and corporate common sense Customer experience and behavioural decision-making Marketing effectiveness in the AI era Future of retail and physical-digital strategy Ideal for CMOs and brand leaders rebuilding propositions around customer evidence rather than category convention. CEOs and COOs whose internal processes are eroding the customer experience their brand promises. Strategy, innovation, and customer insight teams looking for a working method to find unmet needs. Global leadership conferences and senior offsites where the brief is commercial reinvention. Audience outcomes A clearer reading of why current consumer research keeps producing the wrong answers, and what to use instead. A practical introduction to small data as a method for surfacing unmet customer needs. A direct view of where internal bureaucracy is quietly killing brand and commercial performance. Named examples from Fortune 500 engagements that translate into questions a leadership team can ask the next morning.

Why organisations work with Martin McCourt He has run the playbook most boards are still arguing about: taking a single-product, single-market business into more than 60 international markets while protecting the founder’s creative engine. He grew Dyson profits past £300m and crossed £1bn in revenue in 2011, with 80% of the business coming from outside the UK by the time he left. He is one of very few British CEOs who has personally established subsidiaries in the US, Japan, Switzerland, Austria and Germany, and won market leadership in most of them, including the US. He chairs Joseph Joseph and COMPO and sits on the board of Weber, which keeps him close to live boardroom decisions in the design-led consumer and homewares businesses he spent his career scaling. Named UK Business Leader of the Year at the 2010 National Business Awards, recognised for running a company described as the standout performer of the recession. Biography highlights CEO of Dyson for 15 years, leading the move from a single-product UK operation into more than 60 international markets. Took Dyson revenue past £1bn in 2011, with profits above £300m and 80% of revenue from outside the UK. Established Dyson subsidiaries in the US, Japan, Switzerland, Austria and Germany, winning market leadership in most including the US. Earlier senior commercial roles at Mars, Duracell, Toshiba and Pelikan across more than 40 years in manufacturing, design, sales and marketing. UK Business Leader of the Year, 2010 National Business Awards. Currently Chairman of Joseph Joseph and COMPO, a non-executive director of Weber, and a Visiting Professor at Aston Business School. Earlier chair and board roles include Glen Dimplex, the world’s largest electrical heating manufacturer, alongside Tharsus, Lightfoot, Pure Electric, FreeFlow Technologies and Learning Curve Group, several taken through to successful exit. Biography Dyson was a British engineering business with one famous product and one home market when Martin McCourt joined as CEO. Fifteen years later, 80% of the revenue was coming from outside the UK, profits had passed £300m, and the company had crossed £1bn in sales for the first time in 2011. That outcome did not happen by accident. McCourt designed and ran the international strategy that took Dyson into more than 60 markets, building subsidiaries from scratch in the US, Japan, Switzerland, Austria and Germany and winning market leadership in most of them. He moved manufacturing to Asia while increasing skilled UK jobs, and he kept the commercial machine running so that James Dyson could stay focused on inventing. The career underneath that work matters. Before Dyson, McCourt spent more than two decades in senior commercial roles at Mars, Duracell, Toshiba and Pelikan, learning how branded consumer businesses scale and where they break. That history is why he can speak to the practical mechanics of growth, not just the headline outcome. In 2010 he was named UK Business Leader of the Year at the National Business Awards, recognised for running what was described as the standout business of the recession. That work continues at board level. In September 2025 he became Chairman of Joseph Joseph, the British design-led homewares brand, having advised co-founder Richard Joseph in the company’s early years. He also chairs COMPO, the European organic gardening business, sits on the board of Weber in Chicago, and holds a Visiting Professorship at Aston Business School. Key speaking topics International scaling of product-led businesses Building consumer brands across multiple markets The CEO and founder relationship British manufacturing and global competitiveness Innovation-driven growth Leadership through rapid expansion Clean-technology and industrial investment Ideal for CEOs and boards of founder-led or product-led businesses planning international growth Chief Commercial Officers and international MDs scaling consumer brands Industrial and manufacturing leadership teams considering global market entry Leadership programmes for senior operators in product, design and engineering-led companies Audience outcomes A clear-eyed view of what it actually takes to move a single-market business into 60-plus markets A working model for the CEO and founder partnership in inventor-led companies Specific lessons on entering and winning major international markets, drawn from the US, Japan and Europe A sharper sense of where British manufacturing competes and where it does not Boardroom-grade thinking on innovation, capital allocation and long-horizon growth

Why organisations work with Matthew Luhn He spent more than 20 years inside Pixar’s story room, working on Toy Story, Monsters Inc., Finding Nemo, Up and Ratatouille, so the principles he teaches are the ones that actually shipped some of the most commercially successful films ever made. His book The Best Story Wins (Morgan James, 2018) gives buyers a named, documented methodology, not a generic storytelling pitch. Teams leave with a structure they can apply to a keynote, a sales call, or a brand campaign. He is one of very few speakers who has been inside a working creative culture at scale, and can speak credibly to how Pixar’s Braintrust process produces honest creative feedback without breaking trust. His client list on this material includes Apple, Google, Microsoft, Salesforce, Capital One, Procter and Gamble, Sony and Target, which signals that senior brand, marketing and innovation leaders are the audience he is built for. He treats storytelling as a commercial competency, not a soft skill. The work is aimed at sharper messaging, stronger brand recall, and better internal communication of strategy. Biography highlights Story artist and story supervisor at Pixar Animation Studios across more than two decades, with credits on Toy Story 2, Monsters Inc., Finding Nemo, Cars, Ratatouille, Up, Toy Story 3 and Monsters University. One of the original 12 animators hired on the first Toy Story film in 1995. Youngest animator hired on The Simpsons at age 19, with credits on six 1992 episodes including Kamp Krusty and Lisa’s Pony. Author of The Best Story Wins: How to Leverage Hollywood Storytelling in Business and Beyond, Morgan James Publishing, 2018. TEDx speaker (TEDxUCSB), and corporate keynote speaker for Apple, Google, Microsoft, Salesforce, Capital One, Procter and Gamble, Sony, Target, Vrbo, Adidas and Lego. Trained at the California Institute of the Arts character animation program; BFA from the Academy of Art University. Biography Pixar built one of the most reliable creative engines in modern business by treating story as a discipline, not a talent. Inside that engine sat a small group of story artists whose job was to find, in every film, the emotional truth a global audience would respond to. Matthew Luhn was one of them, across more than 20 years and films including Toy Story, Monsters Inc., Finding Nemo, Up and Ratatouille. That work began early. He was the youngest animator hired on The Simpsons at 19, then joined Pixar in 1995 as one of the first 12 animators on Toy Story. He moved into the story room for Toy Story 2 and stayed there, eventually as story supervisor, through some of the most commercially successful animated films ever made. The carry-over to business is direct. The same questions a story artist asks about a film, what does the audience need to feel, what is the change, what is the one thing they should remember, are the questions a leader should be asking about a strategy launch, a sales pitch or a brand campaign. His book, The Best Story Wins (Morgan James, 2018), turns those questions into a working methodology. Buyers tend to find him through a specific tension. Their messages are accurate but not memorable. Their brand is recognised but not loved. Their internal communications inform but do not move people. Apple, Google, Microsoft, Salesforce, Capital One, Procter and Gamble, Sony and Target have used his work to address those gaps. Key speaking topics Business storytelling Brand narrative and customer engagement Creative culture and the Pixar Braintrust process Innovation and creative differentiation Leadership communication Sales and pitch storytelling Ideal for CMOs, brand directors and content leaders rebuilding how the company shows up to customers. Innovation leads and product organisations that need to make new ideas land internally and externally. Sales leadership and revenue teams sharpening pitch craft and customer-facing narrative. Internal communications and HR leaders running large town halls, change programmes or culture launches. Audience outcomes A working structure for building a story around any business message, drawn from the Pixar story process. Sharper sense of what makes a brand or product narrative memorable rather than merely accurate. Tools for giving and receiving honest creative feedback, modelled on the Pixar Braintrust. A clearer separation between information delivery and persuasion, applied to keynotes, pitches and internal comms. Specific, repeatable techniques the team can apply to the next campaign, all-hands or customer presentation.

Why organisations work with Matthew Syed He has named two of the most widely adopted ideas in modern leadership vocabulary, Black Box Thinking and Rebel Ideas, and uses them to give leadership teams a shared language for failure and dissent. He brings the rare triangulation of two-time Olympian, Times columnist since 1999 and Sunday Times number one bestselling author, which lets him hold the room with executives, boards and entire workforces. His arguments are built from primary case material across aviation, healthcare, intelligence, sport and government, not from generic management literature, so leaders leave with examples they can use in their own decision forums. Through Matthew Syed Consulting he has converted the books into psychometrics and culture programmes deployed in named organisations, which makes the keynote a credible entry point to longer-term work rather than a one-off appearance. Biography highlights Two-time Olympic table tennis player for Great Britain (Barcelona 1992, Sydney 2000) and three-time Commonwealth singles champion. First-class honours in Philosophy, Politics and Economics from Balliol College, Oxford. Columnist for The Times and The Sunday Times since 1999, with two British Press Awards Sports Journalist of the Year wins. Author of Bounce, Black Box Thinking, Rebel Ideas, The Greatest, plus the You Are Awesome series for younger readers, with over two million copies sold and translations into more than thirty languages. Presenter of BBC Radio 4’s Sideways since 2021, examining the ideas that shape behaviour and decision-making. Co-founder of Matthew Syed Consulting and trustee of Greenhouse Sports. Biography Most organisations are not structured to learn from failure. They are structured to defend against it. The aviation industry, by contrast, treats every incident as data and rewrites procedure accordingly. That contrast is the spine of Black Box Thinking, the Sunday Times number one bestseller that turned a clinical engineering practice into a leadership argument. Syed builds his case from primary material, not from the management canon. Aviation, healthcare, intelligence agencies, elite sport and government feature as case studies in his work because each shows how culture either invites or suppresses honest information. Rebel Ideas extends the argument to cognitive diversity, making the case that homogenous teams fail at complex problems even when each member is individually brilliant. The credibility behind the argument is unusual. Two Olympic Games for Great Britain, nearly a decade as England’s number one in table tennis, three Commonwealth singles titles, and a first-class PPE degree from Balliol College, Oxford. Since 1999 he has written for The Times and The Sunday Times, winning Sports Journalist of the Year at the British Press Awards twice and multiple awards from the Sports Journalists’ Association. The work continues across formats. He presents BBC Radio 4’s Sideways, now in multiple series, and through Matthew Syed Consulting has turned Black Box Thinking and Rebel Ideas into diagnostic tools and culture programmes used inside organisations. The keynote is the most condensed expression of that body of work, and the route many leadership teams use to start a longer conversation about how their own institution treats failure and dissent. Key speaking topics Learning from failure and the Black Box Thinking model Cognitive diversity and the Rebel Ideas thesis High-performance culture and growth mindset Decision-making under uncertainty Innovation and creative problem-solving Leadership and team learning Ideal for CEOs and executive committees redesigning how the organisation handles error, post-mortems and accountability. Boards and senior leadership teams concerned that groupthink is shaping major decisions. Heads of innovation, R&D and transformation looking to build cognitive range into team composition. CHROs and learning leaders embedding growth-mindset and high-performance culture at scale. Audience outcomes A working definition of Black Box Thinking that leaders can apply to their own incident reviews. A clear test for cognitive diversity inside their teams, separate from demographic diversity. Specific case examples from aviation, medicine and elite sport that translate into their own decision forums. A sharper view of where their organisation currently rewards consensus over dissent. Language and frameworks that travel from the keynote into ongoing leadership conversations.

Why organisations work with Max Lenderman He wrote the founding text of experiential marketing. Experience the Message (2005) put the category on the map. Twenty years on, his thinking is the underlying logic most brand-experience practice still draws from. He has run the experiential function at the agencies that shape global brand work: founder of the global experiential practice at Crispin Porter + Bogusky, former CEO of School, current Chief Experience Officer at Omnicom’s GMR Marketing. He moves brands from broadcasting purpose to operating on it. His “invertising” approach starts inside the organisation, with employees, and makes brand purpose a commercial driver rather than a campaign line. He has been working on web3, NFTs, and the digital-physical convergence since 2021, before most CMOs had a position on any of it. His Adweek “Into the Metaverse” column is one of the longer-running serious treatments of the territory. He has built campaigns for Tommy Hilfiger, Procter & Gamble, Unilever, Absolut, and DaimlerChrysler. The case material in the room is from inside the work, not observed from outside it. Biography highlights Author of Experience the Message: How Experiential Marketing Is Changing the Brand World and Brand New World: How to Reach Billions, Not Millions Chief Experience Officer at Omnicom’s GMR Marketing, the world’s largest experiential marketing agency Founder of the global experiential practice at Crispin Porter + Bogusky; former CEO of School (Project Worldwide) Founding member of the International Experiential Marketing Association (IXMA) Columnist for Adweek and Campaign magazines, including the “Into the Metaverse” column Speaker at SXSW, Consensus, Forbes CMO Summit, Advertising Week, and X-Prize Biography Experience the Message was published in 2005. It is the book that put the phrase “experiential marketing” into the advertising vocabulary, and the thesis behind it, that the brand is what the customer experiences, not what the brand says about itself, is now treated as common sense by most serious CMOs. The author wrote it from inside the work, not as a theorist looking on. Max Lenderman has spent the last two decades building the function he named. He launched the global experiential practice at Crispin Porter + Bogusky, served as CEO of School, the purpose-led consultancy inside Project Worldwide, and now holds the first Chief Experience Officer post at Omnicom’s GMR Marketing. The client list, Tommy Hilfiger, Procter & Gamble, Unilever, Absolut, DaimlerChrysler, NASCAR Canada, gives him operating ground in categories where brand experience moves revenue. Two ideas anchor his current work with senior marketers. The first is “invertising,” the argument that brand purpose has to be operationalised through employees before it can be sold to customers, and that the financial return on purpose is measurable when treated this way. The second is the “phygital” frontier, where digital and physical experiences are designed as a single product rather than as a campaign with a digital extension. His Adweek column “Into the Metaverse” has tracked this territory since 2021. What he gives a senior marketing audience is the founding logic of the category and twenty years of inside work applying it. He cites a PwC finding that 86% of US buyers will pay more for a better brand experience, then shows what that figure actually requires of a brand operating model. Key speaking topics Customer experience and brand operating reality Experiential and “phygital” marketing Brand purpose as commercial driver Web3, NFTs, and the metaverse for marketers AI as creative amplifier in marketing Sports marketing and live brand experience Marketing innovation and emerging consumer behaviour Ideal for CMOs, CBOs, and brand directors rethinking the role of marketing in commercial strategy Customer experience and brand experience leads inside large consumer businesses Agency leaders and creative directors briefing on web3, AI, and digital-physical integration Sports, entertainment, and live-event sponsors building brand experience programmes Audience outcomes A working definition of brand experience that separates it from communications and advertising A view of brand purpose as an internal operating commitment, not a campaign theme A sharper read on where web3, NFTs, and the metaverse have commercial traction for marketers, and where they do not A direct argument for treating AI as a creative amplifier inside marketing teams Case material from Crispin Porter + Bogusky, School, and GMR Marketing applied to the audience’s own brand questions

Why organisations work with Melissa Sterry She brings primary scientific research, not commentary. Her doctorate at the University of Greenwich AVATAR group produced an original framework, Panarchistic Architecture, for designing wildland urban-interface resilience to wildfires. She runs Bionic City, the consultancy she founded in 2010 to ask how nature would design a city, and translates biomimicry, bioengineering and biotechnology into specific implications for buildings, infrastructure and utilities. She has briefed senior audiences at the World Bank, Unilever, Toyota, Schneider Electric, Balfour Beatty, McKinsey and the UK Ministry of Defence, and presented at the University of Oxford Climate Forum and the University of Cambridge Festival of Ideas. Her work crosses architecture, materials, urban planning and corporate strategy without losing scientific rigour, which makes her credible to engineers, planners and procurement teams as well as to boards and marketing functions. She is a Chartered Scientist with the UK Science Council, a Fellow of the Design Research Society and the Institute of Science and Technology, and sits on the Design Council Expert Network. Biography highlights PhD from the AVATAR research group at the University of Greenwich on wildfire resilience for the wildland urban interface Founder of Bionic City (2010) and Bioratorium (2019), her biofuturism and biodesign consultancy practices Chartered Scientist (UK Science Council); Fellow of the Design Research Society and the Institute of Science and Technology Contributor to The Routledge Companion to Ecological Design Thinking and The Routledge Companion to Smart Design Thinking Presenter of Leonardo’s City for BBC Radio 4’s The Five Faces of Leonardo and interviewed by Neil deGrasse Tyson on StarTalk Mensa Education and Research Foundation International Award; Global Women Inventors and Innovators Network Hall of Fame inductee Biography Most sustainability strategy is written in the language of disclosure. The buildings, materials and supply choices it has to deliver against are physical, and they are increasingly exposed to fire, heat, water stress and biodiversity collapse. Melissa Sterry works in that gap. Her doctorate at the University of Greenwich AVATAR group set out a framework she calls Panarchistic Architecture, which models wildland urban-interface resilience on the way fire-adapted ecosystems behave. From the same body of research she developed Pyrophytic and Xerophytic Architecture, design responses to wildfire and to extreme heat and aridity. The work is grounded in ecological systems theory, not in metaphor. Her practice connects this research to organisations. Bionic City, founded in 2010, applies biomimetics, bioengineering and biotechnology to urban planning and the built environment. Bioratorium, established in 2019, extends that into a wider biofuturism consultancy with an integrated biodesign lab. Through these vehicles she has briefed the World Bank, Unilever, Toyota, Interface, Schneider Electric, McKinsey, Balfour Beatty and the UK Ministry of Defence. She is a Chartered Scientist with the UK Science Council, a Fellow of the Design Research Society, a Fellow of the Institute of Science and Technology, and sits on the Design Council Expert Network. Her writing appears in publisher series from Routledge, McGraw-Hill and Hachette, including chapters in The Routledge Companion to Ecological Design Thinking and The Routledge Companion to Smart Design Thinking. Key speaking topics Biofuturism and biodesign Climate and wildfire resilience in the built environment Bioinspired innovation in materials and manufacturing Future of cities and urban systems Sustainability strategy beyond disclosure Design science and complex systems thinking Ideal for Boards and CSOs setting sustainability and resilience strategy Real estate, infrastructure and built-environment leadership teams Heads of innovation, R&D and materials in industrials and consumer goods Climate, ESG and risk leads inside financial services and insurance Audience outcomes A working understanding of how ecological systems theory applies to fire, heat and resource resilience in physical assets A sharper view of where biomimicry and biodesign produce commercial advantage, and where they are still research Specific examples of nature-modelled responses to wildfire, aridity and urban hazard A more honest reading of the gap between sustainability narrative and operating reality Language to connect sustainability commitments to capital, design and procurement decisions

Why organisations work with Michael Cusumano He wrote the book leaders cite when they argue about platform strategy. The Business of Platforms, with Gawer and Yoffie, is the reference text for how Apple, Amazon, Google, and Microsoft built their positions, and where new entrants can still find leverage. He has spent three decades studying how software companies actually make money, from Microsoft Secrets through The Business of Software to current work on generative AI as the next platform layer. He bridges Western and Japanese industry. Two Fulbright Fellowships, ten years working in Japan, and a former dean role at Tokyo University of Science give him a working view of competitive dynamics across both markets. He is operator-adjacent. Roughly 100 consulting engagements with organisations including NASA, the World Bank, and the Bank of England, plus a dozen public-company board seats, mean the framework is pressure-tested against real strategic decisions. Biography highlights SMR Distinguished Professor of Management at MIT Sloan; Faculty Director of the Martin Trust Center for MIT Entrepreneurship; Co-Director of the MIT System Design and Management Program. Author or co-author of 14 books, including The Business of Platforms (2019), Strategy Rules (2015), Staying Power (2010), Platform Leadership (2002), and Microsoft Secrets (1995). Strategy Rules has been translated into 18 languages; Microsoft Secrets into 14. Writes the Technology Strategy and Management column for Communications of the ACM; former editor-in-chief and chairman of MIT Sloan Management Review. Recipient of the 2019 Abbie Griffin High Impact Award from the Journal of Product Innovation Management; IEEE Software 25th-Anniversary Top Pick. Princeton (BA), Harvard (PhD); two Fulbright Fellowships; former Special Vice President and Dean of Entrepreneurship and Innovation, Tokyo University of Science. Biography Platform businesses follow a different physics from product businesses. The companies sitting at the top of every market-cap league table, Apple, Amazon, Microsoft, Google, Meta, did not get there by selling better products. They built two-sided markets, opened controlled access to complementors, and used network effects to compound advantage. Cusumano’s work, with Annabelle Gawer and David Yoffie, is the reference scholarship on why this works and when it does not. His position at MIT Sloan reflects three decades of close study of the software industry. Microsoft Secrets, written with Richard Selby in 1995, was the first inside account of how a software company actually shipped product at scale. Platform Leadership followed in 2002, naming the pattern Intel, Microsoft, and Cisco had used to organise entire industries around themselves. The Business of Platforms, in 2019, extended the argument into the era of Amazon, Google, and Apple, separating what worked from what failed. He is also one of the few strategy scholars who can credibly write about Silicon Valley and Tokyo in the same paragraph. Two Fulbrights, ten years working in Japan, a former dean role at Tokyo University of Science, and fluent Japanese have produced a comparative view of how Western and Asian firms approach scale, software, and ecosystem competition. The 2019 Abbie Griffin High Impact Award and an IEEE Software 25th-Anniversary Top Pick recognise the influence of that work inside the academic and engineering communities. The current focus is generative AI as a new platform for applications development, which he argues will redraw competitive lines in software again, this time around model providers, infrastructure layers, and application developers. For boards trying to read where value will sit in the next stack, that is the live question, and the framework he has spent thirty years sharpening is the one being applied to it. Key speaking topics Platform strategy and ecosystem competition The economics of software businesses Generative AI as a platform layer Digital strategy in winner-take-most markets Innovation and entrepreneurship inside large firms Competing across US and Japanese technology markets Lessons from Bill Gates, Andy Grove, and Steve Jobs Ideal for Boards and executive committees stress-testing platform or ecosystem strategy CSOs and corporate development leaders evaluating how generative AI reshapes competitive position Technology and product leadership at firms moving from product to platform models CEO summits and senior leadership programmes covering digital strategy and software economics Audience outcomes A working framework for deciding when to compete as a product and when to open a platform. A clear read on why some platforms compound and others collapse, with the named cases that prove the pattern. Sharper questions to bring to AI strategy debates, focused on where value accrues across the stack. A comparative view of how leading US and Japanese firms have built and defended platform positions.

Why organisations work with Michael G Jacobides He is the academic most directly associated with ecosystem strategy as a formal discipline. His Strategic Management Journal paper “Towards a Theory of Ecosystems” is one of the most-read articles the journal has published, and is the reference point others build on. He gives leadership teams a working language for a question they keep asking badly. Are we an orchestrator, a complementor, or a component, and what does each role earn under AI. His policy work gives the room a regulatory lens most strategy speakers cannot offer. He served as Chief Expert Advisor on the Digital Economy to the Hellenic Competition Commission and contributes to the World Economic Forum’s AI Governance Alliance. He has been ranked on the Thinkers50 list of the world’s top 50 management thinkers in four consecutive cycles since 2019, which is the credential boards recognise without needing to be briefed. His advisory base, BCG Henderson Institute and Evolution Ltd, keeps the content tested against live corporate decisions rather than against the conference circuit. Biography highlights Sir Donald Gordon Professor of Entrepreneurship and Innovation and Professor of Strategy, London Business School. Thinkers50 ranked management thinker in 2019, 2021, 2023 and 2025; Strategy Award shortlist, 2019. Co-Editor, Industrial and Corporate Change. Author of “Towards a Theory of Ecosystems” (Strategic Management Journal) and “How to Compete When Industries Digitize and Collide” (California Management Review, article-of-the-year). Academic Advisor to the BCG Henderson Institute; Lead Advisor of Evolution Ltd; contributor to the World Economic Forum’s AI Governance Alliance. Former Chief Expert Advisor on the Digital Economy, Hellenic Competition Commission. Visiting Scholar, Federal Reserve Bank of New York. Regular contributor to Harvard Business Review, MIT Sloan Management Review, Financial Times and Forbes; commentator for BBC and CNN. Biography The boundary between industries is no longer the boundary between competitors. A bank now competes with a phone, a car company with a software platform, a retailer with an ad network. Jacobides has spent two decades building the academic framework that explains this, and turning it into language strategy teams can use. His paper “Towards a Theory of Ecosystems” in the Strategic Management Journal is the reference point most other ecosystem writing now builds on. The follow-up in California Management Review, on competing as industries digitise and collide, won the journal’s article-of-the-year and is widely used inside corporate strategy functions. The work is academic in origin and operational in use. That dual register is the reason boards book him. He holds the Sir Donald Gordon Chair at London Business School, co-edits Industrial and Corporate Change, and has been ranked on the Thinkers50 list of the world’s top management thinkers across four cycles. He also advises the BCG Henderson Institute, leads the advisory boutique Evolution Ltd, and contributes to the World Economic Forum’s AI Governance Alliance. His former role as Chief Expert Advisor on the Digital Economy to the Hellenic Competition Commission means he reads platform and AI regulation as a participant, not a spectator. What a senior buyer gets in the room is a strategist who can take an executive team from “AI is reshaping our industry” to a specific decision about where in the new value architecture the firm should sit, what it should orchestrate, what it should cede, and what regulators will let it own. Key speaking topics Ecosystem strategy and value migration Generative AI and competitive advantage Digital platforms and industry convergence Orchestrator, complementor and component positioning AI governance and competition policy Business model reinvention under digital disruption Boardroom strategy in technology-driven industries Ideal for Boards and group executive committees redrawing strategy as AI and platforms reshape their industry Chief Strategy Officers, Chief Digital Officers and Heads of Corporate Development assessing ecosystem positioning Banking, telecommunications, FMCG, healthcare and industrial leadership teams facing convergence pressure Private equity and investor audiences pricing platform exposure and ecosystem risk Audience outcomes A working vocabulary for ecosystem roles: orchestrator, complementor, component, and what each earns A clearer view of where AI shifts value inside the audience’s specific industry, not in general A framework for testing current strategy against the way industry boundaries are actually moving Sharper questions for the next board strategy session on platform exposure and regulatory risk A read on how competition policy and AI governance will constrain the playing field

Why organisations work with Michael Lyon He has mentored more than 100 ventures through the Creative Destruction Lab since 2018, currently anchored in the Oceans stream at the Atlantic site. That is a working accelerator practice, not a retired one. He was Vice President and General Counsel of Space Adventures during the first private spaceflights to the International Space Station (Tito, Shuttleworth). When he talks about commercialising frontier technology, he is describing a market he helped invent. He served as Special Assistant to FDIC Chairman L. William Seidman during the Savings and Loan crisis and as an Assistant Director for Resolutions at the RTC. Few startup mentors have run a federal crisis at that level. His book Accelerating Startups: Lessons From Mentors, foreword by Professor Ajay Agrawal of the Rotman School and contributions including Professor Philip Kotler, gives boards and accelerator programmes a published reference point for what he teaches. He works comfortably in the Gulf Cooperation Council region and Asia, and has done business in more than 100 countries, which makes him useful for venture programmes thinking about international expansion from day one. Biography highlights Founder and CEO of Lyon Capital Services; mentor at the Creative Destruction Lab. Former Vice President and General Counsel, Space Adventures; leadership roles at Zero Gravity Corporation. Special Assistant to the Chairman of the FDIC and Resolution Trust Corporation during the Savings and Loan crisis; Assistant Director for Resolutions at the RTC. Former General Counsel and Director of Business Development at J.E. Robert Company; former attorney at Covington and Burling. Co-founder of Xtronaut Enterprises with the leader of the NASA OSIRIS-REx mission. Author of Accelerating Startups: Lessons From Mentors (foreword by Professor Ajay Agrawal, Rotman School of Management). J.D. cum laude, Harvard Law School; B.A. summa cum laude, Brandeis University; attended London School of Economics. Biography The hardest part of building a serious venture is not the idea. It is the cluster of decisions a founder makes about regulation, capital, geography, and timing in the first three years, almost always with too little information. That is the gap that Michael Lyon has spent two decades closing for founders, first inside the companies and now from the mentor’s seat at the Creative Destruction Lab. His commercial track record is in the part of the economy where regulation, capital intensity, and frontier technology meet. As Vice President and General Counsel of Space Adventures he helped organise the first private spaceflights to the International Space Station, the Tito and Shuttleworth missions. He held leadership roles at Zero Gravity Corporation and co-founded Xtronaut Enterprises with the lead scientist of NASA’s OSIRIS-REx mission. Before the space sector he was Special Assistant to the Chairman of the FDIC during the Savings and Loan crisis and an Assistant Director for Resolutions at the Resolution Trust Corporation, working on failed thrifts of more than 500 million dollars in assets. He has also been General Counsel and Director of Business Development at the J.E. Robert Company and an attorney at Covington and Burling. The legal training is from Harvard, cum laude. Since 2018 he has mentored more than 100 ventures at the Creative Destruction Lab across the space, ocean, and emerging technology streams. His book Accelerating Startups: Lessons From Mentors carries a foreword by Professor Ajay Agrawal of the Rotman School of Management, who founded CDL, and a contribution from Professor Philip Kotler. It is the most direct expression of what a buyer is hiring when they put him in front of founders or a corporate innovation team. Key speaking topics Commercialising frontier technology in regulated markets Mentorship and founder decision-making inside accelerator programmes The commercial space sector and lessons from the first private orbital flights International market entry, with a focus on the Gulf and Asia Crisis resolution lessons from the Savings and Loan era Corporate innovation, intrapreneurship, and venture building Ideal for Founders and CEOs of early-stage ventures in space, ocean, and other regulated frontier sectors. Corporate innovation, R&D, and venture-building teams setting up accelerator or incubator programmes. Investors, family offices, and government innovation funds backing technology commercialisation. Universities, accelerators, and policy bodies running founder education at scale. Audience outcomes A working playbook for how founders extract real value from accelerators, incubators, and government innovation programmes. A grounded view of how commercial space and ocean ventures actually get built when regulation, capital, and timing are all moving at once. Lessons from the inside of a federal financial crisis applied to how founders and boards should think about risk and resolution today. Specific guidance on entering Gulf and Asian markets without burning the first eighteen months on the wrong structure.