When pricing decides the fate of innovation
When pricing decides the fate of innovation
Innovation & technology 05 December 2025
Turning disruptive ideas into viable ventures requires more than bold science and technology. Leaders need to draw a clear path from problem to profit—the customer value journey—and rethink their pricing strategies accordingly.
After a day packed with moonshot ideas—smart toilets that analyze your health, cows whose emotions can be tracked, biohackers “eating themselves”—the room at Singularity Summit was buzzing. Esade Professor Marco Bertini stepped on stage with a simple warning: none of that brilliance matters if nobody pays for it.
“Innovation is amazing, but at some point we have to put our feet back on the ground,” he reminded the audience. To turn future ideas into viable ventures, cutting-edge science needs to be translated into something brutally concrete: a product or service with a price that customers are actually willing—and able—to pay.
On November, Singularity Summit explored how exponential technologies will reshape business, the economy, and society. As academic partner, every year Esade contributes its view on innovation, strategy, and responsible leadership. The event is also woven into Beyond Resilience, an executive education program to equip senior leaders with actionable frameworks to help them turn disruptions into real opportunities.