European Head of Business Strategy Services AKQA-WPP Adjunct
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Luca Gatti, currently European Head of Business Strategy Services at AKQA (part of WPP), has a long experience in business strategy, acquired at the Boston Consulting Group. Luca has led several business innovation projects enabled by digital technology, among others: the ENI's car sharing service "enjoy" and the AC Milan's MilanLab athletic services.


In this module, participants will be exposed to the principles and tools of design thinking applied to business models, will use these tools in a guided journey, with the following objectives: 

  • Understanding the meaning of “Customer Centricity” and the approach to the design of digital services and business models
  • Analyzing consumers’ needs and defining new services to satisfy them better
  • Knowing and implementing tools for the design of all the business model elements
  • Assessing the business potential of an innovative idea
  • Creating a “pitch deck” of the new business idea
  • Understanding the difficulties linked to the establishment of innovative business models (“The Innovator’s dilemma”) in the framework of a ‘traditional’ company, and strategies that proved helpful in overcoming them

Business model analysis is important for both startups and new businesses, which need to discover a successful business model, and for established businesses, which often need to defend or evolve their business models. The goal of this course is to help participants develop a systematic way to think about business models through exercises, case studies, examples and guest lectures by innovative entrepreneurs. Learning points:
  • Learn about new and emerging business models
  • Understand the economics underlying common business models
  • Present your business model in a coherent and logical fashion
  • Design a business model for your innovation
  • Acquire tools for analyzing the business models of competitors and incumbents.