Navigating among icebergs

After analyzing this case study with thousands of executives from all over the world, the author proposes the legendary story of the Titanic as a means to draw out practical lessons and highlight important mistakes that should be avoided. Especially valuable for teams that are good at what they do, but that want to ensure the sustainability of their success.

Juan M. Serranohas spent the past 20 years teaching in executive education programs at some of the most prestigious business schools in Europe and the US: IEDC (Bled), TIAS (Tilburg, Utrecht), IESE (Madrid, New York, Barcelona), IE (Madrid). Regularly ranked among the best professors at these schools, he has been the recipient of awards such as Honorary Professor, Best Teacher Award, Professor of the Year, etc.He is the only Spaniard (and second European) to be officially recognized by Pine & Gilmore as an Experience Economy Certified Expert. Serrano is also afounding partner of Transforma (transforma.es), where he has led workshops with 114 companies from 57 countries and over 20,000 executives in the last 22 years. He has worked with his popular Titanic Case Study with virtually all of them. Analyzing this case study hundreds of times with executives from so many different countries, industries, environments (B2B, B2C), and companies has provided Professor Serrano with an extraordinary amount of valuable feedback that he uses carefully to enrich each update of the study. The rapidly changing circumstances of business environments (both B2B and B2C) have also had an important influence on the continuous updates of the study, making it one of the most successful case studies ever.