Last week, Jon Azua, had the pleasure of giving a conference to the partners, directors, clients and markets leader from more than 20 countries at the PwC EMEA Clients & Markets Annual Conference. They had chosen Bilbao-Basque Country as an example of innovative transformation, aligned with this “Leading Reinvention” strategical process in which PwC, worldwide, is approaching to provide the best answers to their clients and all stakeholders involved in the co-creation of value that aims the Company’s challenges.

Having the Guggenheim Bilbao Museoa as an iconic sample of this extraordinary “reinvention”, I tried to explain what I call “Guggenheim Bilbao” iceberg strategy “explaining a comprehensive strategical intent beyond a museum”.

So, leading the “Guggenheim effect”, learning from Bilbao’s case, looks to share the understanding of the complex elements, principles and process needed to “lead the reinvention” inviting key leaders to “own their future”.

Jon Azua’s Conference: Leading Reinvention – Beyond de «Guggenheim effect». Learning from Bilbao’s case