Bruno Pešec, an Oslo-based Croatian and former engineer once worked for Toyota and saw for himself that it didn’t matter how great the idea was, how talented the engineers were, if the end user couldn’t see the value in it. This sparked a passion for leadership strategies and innovation that meets a need. It took Bruno down a path that combined the discipline of datasets with the messy people stuff of innovation, new ideas and strategic change. Bruno shares his insights and practical examples of how we are going about innovation wrong and what to do instead. Spoiler: start with the end in mind!