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Marco Tamburlini is General Manager International and a member of the Leadership Team at Sketchin, an advanced strategic-design studio with the mission to explore and face businesses' next sustainable changes. He is a design-driven executive with digital transformation skills developed in the field and has an engineering background combined with the experience of Web 2.0 at its early stages. Marco contributed to building the first online services system for Vodafone and creating Gazzetta Dello Sport online community, the largest of its kind in Europe, during a revolutionary time for the publishing world.

At Sketchin, he grew the firm throughout Italy and abroad, and he is now responsible for the international development of the studio. He mainly focuses on facilitating clients' understanding of the game-changing role of the convergence of business, design, technology, data and new types of interaction between humans and artificial intelligence. This plays a crucial role in defining the experiences people will live in the future.

Event role
Case study speaker

Case study
'Pirate tales from the MBOs' barricades'

In these messy and volatile times, most organisations believe they don't have the luxury of focusing on value creation for the long run and are forced to commit to short-term results and numbers with the use of management-by-objectives (MBO); setting goals and monitoring the progress. But many decision-makers, designers and others yearn to add a long-term perspective to their project outcomes. It is no longer enough for designers to satisfy our customers' expectations or abide by a good awareness of the impacts of our work on a larger scale. Our mission has reached a higher level.

When we are hired for a project, our work is meant to serve the company's results. Still, the silent struggle between the company's goals and our design purpose lets a pirate attitude emerge. Let's be honest; we probably have been in this uncomfortable situation at least once in our careers. Join this interactive talk to find out how to bend design tools and practices to create value for the long run despite a company's short-term business goals. Marco Tamburlini and Angelica Fontana will tell you how they repeatedly failed at it (and sometimes succeeded). And share practical hacks for being a pirate on a treasure hunt.

Saturday, September 17, 12:30

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