- Start Date
- Duration
- Format
- Language
- 29 Set 2025
- 6 days
- Class
- Italian
Progettare esperienze di valore per i clienti con strumenti innovativi e acquisire competenze per creare customer journey efficaci e memorabili.
Companies expect their managers to be creative, meaning they must find innovative solutions to both recurring and new challenges. However, little attention is paid to the skill underpinning creativity: imagination. Imagination is the ability to construct new mental models in the absence of external stimuli—in other words, to envision new worlds or, in a business context, radically different business models, future markets, or products that today seem “unthinkable.” Unfortunately, the psychological traits associated with imagination—playfulness and open-mindedness—are rarely cultivated in corporate environments. Playfulness is not typically associated with professional behavior, while open-mindedness is often preached but seldom practiced.
In this podcast (in Italian), Gabriele Troilo, Marketing Professor at SDA Bocconi, explores imagination as a key driver of managerial creativity.
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