Are you wondering how to drive innovation and lead your company to new heights? Do you want to learn from one of the most successful organizations?

At XP 2025 I will run a masterclass on innovation. You will learn about the NABC approach, created by my friend Curt Carlsson, former CEO of the Stanford Research Institute (SRI). He has applied it numerous times to create groundbreaking innovations, such as Siri (sold to Apple) and HDTV. In this playful session, you will learn to build a value creation ecosystem. You will learn to use the NABC (Need-Approach-Benefit/cost-Competition & Alternatives) approach for creating powerful value propositions. You’ll refine your idea through pitching exercises and experience value creation structures which you can implement in your company to establish a sustainable innovation routine.

I’m looking forward to seeing you!

/Hendrik