A visit to Intel’s headquarters in Santa Clara was more than just a meeting with a tech industry icon. For me, it was a moment of closing the loop on an intellectual journey that began during my doctoral studies — and, truth be told, is still very much in motion.

As part of the Microeconomics of Competitiveness programme by Harvard Business School, I had the opportunity to analyse economic transformations and nation brands that continue to inspire leaders worldwide.

The case studies ranged from the rise of Californian wines, to the “Brand Switzerland” strategy, to Singapore’s success as a city-state, as well as the story of Intel, one of the companies that has helped shape the modern technological world.

These analyses were far from a purely academic exercise — they culminated in a strategic paper for the gaming sector, with CD Projekt playing a central role. The methodology developed by Prof. Micheal Porter has stayed with me ever since. Today, we apply it at Booster of Innovation, enriching it with a technological lens — one that is increasingly the bedrock of competitive advantage.

A quote that stays with you

From my time at Intel, I brought back a quote by Gordon Moore, co-founder of the law that, for decades, set the pace for the semiconductor and microprocessors industry:

It’s a sharp reminder that the greatest potential of innovation doesn’t sit in the technology itself — but in our human ability to imagine, adapt, and create new applications. Technology is just a tool. Real change begins when the user can give it meaning and direction.

Why we look beyond trends

That is exactly the spirit in which we work at Booster of Innovation. We’re interested not only in what’s new, but in what hasn’t yet been named — the things you won’t find in trend reports because they’re only just emerging.

We know that breakthrough ideas often come from outside the mainstream — where there are no ready-made models, categories, or even language to describe them. Once upon a time, it was hard to imagine a computer being used for dating or ordering food. Today, we know that the most disruptive innovations grow out of needs that are only just taking shape.

That’s why our projects — from day one — have gone beyond the horizon of known scenarios. And our ambition is not only to adapt to change, but to get ahead of it.

People, places, and perspective

Over the last two years, we’ve built a team of experts driven by the same curiosity and readiness to explore what’s next. Our DNA is not only knowledge and experience, but also a global perspective — something we’ve cultivated from the very start.

Visits to places such as Stanford University, San Francisco, and Silicon Valley are not only a source of inspiration for us; they are also a space to build relationships and uncover unique insights. And soon, the next chapters of our journey: Qatar and Australia.

Because if you want to build the innovations of tomorrow, you need to look wider. And dig deeper.