When curiosity is free to flow, disruptive innovation finds its way beyond structured processes. 

Andrea Ferraresi illustrates how a crazy design idea, free from any business need and out of a traditional product definition process, may lead to never seen before products, create a new segment and, surprisingly, generate sales and revenues. Andrea Ferraresi illustrates three successful examples from recent Ducati history to prove the statement. 

Curiosity-driven questions to address in the session: 

●  What does “the most desirable motorcycle brand” really mean at Ducati? 

●  How to create a consistent, recognizable and trustworthy design through a solid design philosophy? 

●  How can design generate new products and new segment (and revenues) in a mature industry? 

Photo Credit: Courtesy of Ducati Motor Holding