Entrepreneurs and innovation: The myth of the idea
– The idea of the entrepreneur, does it have to be innovative?
– The secret of an idea is for it not to be secret
– From the idea to the shape of the idea
– From the shape of the idea to the business model
About Fernando Trias de Bes:
Born in Barcelona in 1967, he studied Business Administration and an MBA at ESADE and the University of Michigan. His area of expertise is Marketing and Innovation, which he lectures on at ESADE. However, for several years, he has spent most of his time writing essays and fiction. Translated into over 30 languages, he is author of 11 books, including Marketing lateral (2003), La buena suerte (2004), El vendedor de tiempo (2005), El libro negro del emprendedor (2007) and El hombre que cambió su casa por un tulipán (2009) and Winning at Innovation: The A-F Model (2011), recently published in collaboration with Philip Kotler, who he also worked with on Marketing lateral.