Miša Lukić, ustanovitelj in lastnik oglaševalske agencije Leo Burnett Srbija s 130 zaposlenimi, velja za enega najuspešnejših oglaševalskih managerjev na Balkanu. Svoje voditeljske veščine je brusil tudi v Kuvajtu, Dubaju in Bolgariji. Prejemnik letošnjega priznanja najboljši zaposlovalec v Srbiji je razvil posebno tehniko nabora novih sodelavcev, pri katerih najbolj ceni integriteto, čustveno inteligenco in osebno energijo. Kot sam pravi: da bi vam delo hitro minilo, morate do njega gojiti strast. Zadnja leta se navdušeno poglablja v raziskovanje poslovnega dizajna (business design).

3. A decade ago, the rules were different.
It’s not any more possible to build a
brand with pithy marketing messages
and catchy taglines.
You could build customer loyalty
through great service and brand
awareness campaigns. Today this is not
the case.
We are in the process of moving from
experience economy to transformation
economy.

4. Constant change in business
enviroment calls for a game
change. Succeeding in business is
more difficult than ever before.
Businesses that follow old ways in
new era might find their
sustainability under question
sooner than expected.

6. Abraham Maslow

7. Everything will be put on line…

8. We need new
transformative
thinking that is
based on human
needs not just
financial analysis.

9. Design thinking is a human-centered approach
to innovation that draws from
the designer's toolkit to integrate:
- the needs of people,
- the possibilities of technology, and
- the requirements for business success.

10. At heart, design thinking is about
fusing the creative and open-ended
with the analytical and operational

11. Design thinking is capable of reliably
producing new & better ways of
creatively solving most of business
& life problems.

12. Design thinking can transform the
way organizations develop
products, services, processes,
business models, strategies…

13. Business design
is a creative problem solving
approach, using principals and
experiences from design thinking that
are applied in business.

14. The challenge is to bring these two disparate worlds into alignment.

17. Good design solves
the right problem.
The real value of design in business is simply to
discover the key problems, and solve the problems
of both the customers and the business.

18. What is empathy?
• When you empathize, you are, essentially,
changing your frame of reference by shifting
your perspective to that of the other person.
• Instead of looking at the problem from your
own point of view, you look at it from the point
of view of your user.

19. Why use this method?
To understand and redefine
the real problem.

20. What it does?
Empathy helps to change the
frame of reference.

21. What it really does?
Empathy helps to find and
redefine the right question.

22. Staying in the question
Look for a right question, not
for a right answer!

23. Dead of
thinking
• The Spanish word for an
“answer” is “respuesta”, and it
has the same etymological
root as “responso”
(responsory), the song people
sing to the dead.
• It’s about what has no life
anymore. In other words,
when you think you know the
answers, based on what has
happened in the past, your
thinking dies.

25. Question:
How might we make a pen write in
zero gravity?

26. Real question:
How might we write in zero gravity?

28. Question:
How to make small Ford cars, preferable
choice within the urban population?

29. Redefined question:
How can we make the whole driving
experience better for Ford customers?

31. Question:
What toys do kids want?

32. Redefined question:
What is the real role of play?

33. Inspiring the builders of tomorrow

34. Question:
How to reduce errors and omissions
during cardiovascular operations,
according to the best hospital
practices and standards in the world?

35. Redefined question:
How might we reduce errors and
omissions during cardiovascular
operations, according to the world
best practices and standards?

37. Question:
How to find cabin crew that will be
friendly, optimistic, enthusiastic and willing
to work for 20% less then average salary?

38. Redefined question:
How might we find people that will be
friendly, optimistic, enthusiastic and amazed
to work for 20% less then average salary?

40. Question:
How can we make financially the
most attractive auto leasing offer,
that will suit our customer’s budget?

41. Real question:
How might we make financially the
most attractive offer, that will suit our
customer’s lifestyle?

43. Question:
Low cost Airline
How to be more efficient by lowering
operational costs?

44. Low cost Airline
Real question:
How might we offer the best possible
service for free?

45. Low cost Airline