MiCo and Fiera Milano Congressi are proud to welcome the 2016 edition of the World Business Forum. Organized and curated by WOBI (World of Business Ideas) each year, the World Business Forum is a two-day event that brings together thousands of minds united by their passion for business.

The congress is estimated to welcome 2,300 managers and representatives of 500 companies from 15 countries, who come to learn from and be inspired by some of the world’s most renowned figures from business and beyond. For example, this year there are twelve personalities of reference of the world of business, art, sport and publishing, innovators and thinkers such as Arianna Huffington, Sir Alex Ferguson, Joichi Ito, Adam Grant, Herminia Ibarra, Martin Linstrom, Ken Segall, Mariana Mazzucato, Erik Wahl, Nicola Mendelsohn, Michael Johnson and Francesco Morace.

This year’s theme is “BE BETA, let’s all be in a permanent Beta state. ”But what does it mean to be BETA? Innovation and marketing expert Oscar di Montigny explains:

“To be BETA is being able to renew ourselves every morning, with an objective that puts back a world of values at the centre of our life and of our profession. To be BETA is to give ourselves an opportunity to be new in every instant, both as individuals and as professionals. And the same also holds true for businesses. It means giving ourselves and our businesses an opportunity to begin again in a broader and more inclusive way than has been the case up to today. A challenge for marketing. A challenge that sets out again from the centrality of ideas even before the product.”

The team at MiCo Milano Congressi wrote more about the topic here.

Your contact at MiCo:
Mario Lisippo
Press officer
tel. +39 02 49976077

Your contact at tmf dialogue marketing:
Ulrike Kiesel
Project Manager Content & PR
tel. +49 931 9002 114