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:
In this module, students will be exposed to the principles and tools of design thinking applied to business models, using these tools in a guided path, with the following target:
Understand the meaning of "Customer Centricity" and the approach to designing digital services and business models
Analyze the needs of consumers and define new services that best satisfy them
Know and apply tools for the design of all the elements of the business model
Evaluate the business potential of an innovative idea
Create a "pitch deck" of the new business idea
Understanding the difficulties related to the implementation of innovative business models ("The Innovator's dilemma") within a 'traditional' company, and strategies that have proved useful in overcoming them.