Former Head of Operations, Scuderia Ferrari, and former Head of Strategy and Technology at McLaren and Red Bull Racing
In the fast-paced world of racing, seconds make or break a winner! During the race, real time data is processed across many CPUs using the latest live data to constantly ask questions like: What if the Safety Car comes out ‘now’? or next lap? What if our competitors do X or Y? These questions are being asked the whole time, so that best response answer is already calculated for the risk profile if indeed the event being modelled does happen. In this keynote address, Neil outlines how the simulation and analytics have been used throughout the organization to understand and mitigate ‘risk.
Neil Martin’s career has included significant stints with McLaren Racing, Red Bull Racing and Ferrari on their Senior Management Teams. Neil has modelled techniques to accept and embrace uncertainty rather than ignored as inconvenient or unlucky. Neil has managed various analytical teams, developing bespoke software as well as operating live, defining and executing the Race Strategy for his teams.
As Neil’s reputation grew, so did his responsibilities until he was providing insight into the wider business, giving strategic options through the appropriate use of mathematical and business modelling techniques to ensure that decisions were made with awareness of likely outcomes and their associated risk profiles. This served as a springboard to also deliver mission control rooms, driver-in-the-loop simulators and wind tunnel solutions.
Neil has worked with many World Champions and well-known names: Mika Häkkinen, Kimi Raikkonen, Fernando Alonso, David Coulthard, Mark Webber, Felipe Massa and Sebastien Vettel to name a few. Software originally designed by or derived from Neil’s designs are used today in more than half the Formula 1 grid.
Former LEGO Top Executive, Head of Global Brand & Business Development
What distinguishes successful organizations from the less successful ones? Christian Majgaard identifies two main competencies: the quest to see the world as it really is plus the ability to innovate. Christian championed the dramatic and highly successful change by LEGO from a low tech plastic toy manufacturer to a twenty-first century brand thriving on new technologies such as robotics and interactivity, relying heavily on consumer analytics. In this keynote presentation, Christian will outline Lego´s history of innovation, the ability to adapt to disruption and intimate knowledge of their customers through brand analysis and openness to disruptive technologies – key ingredients on LEGO’s path to becoming the world’s most powerful brand among families with children.
As a global top executive at LEGO®, Christian Majgaard championed the innovative change from plastic toy to a global brand, fuelled by today’s well known successes such as LEGOLAND® parks, LEGO Mindstorms® robots, LEGO Educational, children’s software and licensing alliances with the movie world, like e.g. Harry Potter. Nowadays, Christian helps major international companies develop and implement strategies for customer focused growth, marketing, innovation, branding and shared vision. He has inspired companies like Nestlé, Siemens, Vodafone, Abbvie, LeasePlan, Motorola, Bang & Olufsen, Swiss Re, Geodis Wilson, Disneyland, Heineken, ABB, Canon and many others to reinvent themselves in the digital world. Christian authored the book “13 hints for tomorrow’s brand builders” as well as numerous articles. He has starred on national TV across the globe, and was featured as one among “21 leaders for the 21st century” in the book by Dutch /British professors Trompenaars/ Hampden-Turner. He is famed for turning complex concepts into simple words, blended with great humour.