Palacio Municipal de IFEMA, 17 & 18 November 2026
World Business Forum
Madrid 2026
TRANSCEND
Building Limitless Organizations
To thrive in 2026, resilience is no longer enough. Organizations must do more than endure: they must transcend.
Since 2004, the World Business Forum Madrid has brought together thousands of top executives who come to learn from world-class business thought leaders.
The Forum focuses on the most relevant management topics for today’s business leaders, who face the challenge of leading their teams and organizations in an increasingly complex world.
Don’t just manage the present. Transcend it.
World Business Forum Madrid 2026 Speakers
Daniel Goleman
Emotional Intelligence
Renowned psychologist and leading authority on emotional intelligence
Rita McGrath
Growth Strategy
Leading strategy expert and professor at Columbia Business School
Carl Lewis
High Performance
One of the greatest Olympians of all time
Zack Kass
The OpenAI Case
Global AI advisor and former Head of Go-To-Market at OpenAI
Chris Barton
Innovation
Founder & Former CEO of Shazam
Erin Meyer
Organizational Transformation
Leading expert on organizational transformation, professor at INSEAD and bestselling author
Amy Gallo
Relationship Management
Coach and leading expert in conflict resolution and workplace dynamics
Marcus Collins
Brand Strategy
Award-winning marketer and expert on brand strategy
Sofía Osborne & Luis Huete
BUILDING LEGACIES: THE OSBORNE CASE
President of Grupo Osborne
Professor at IESE Business School and leading expert on strategy
World Business Forum Madrid 2026 Speakers
Daniel Goleman
Emotional Intelligence
Renowned psychologist and leading authority on emotional intelligence
Rita McGrath
Growth Strategy
Leading strategy expert and professor at Columbia Business School
Carl Lewis
High Performance
One of the greatest Olympians of all time
Zack Kass
The OpenAI Case
Global AI advisor and former Head of Go-To-Market at OpenAI
Chris Barton
Innovation
Founder & Former CEO of Shazam
Erin Meyer
Organizational Transformation
Leading expert on organizational transformation, professor at INSEAD and bestselling author
Amy Gallo
Relationship Management
Coach and leading expert in conflict resolution and workplace dynamics
Marcus Collins
Brand Strategy
Award-winning marketer and expert on brand strategy
Luis Huete & Sofía Osborne
BUILDING LEGACIES: THE OSBORNE CASE
President of Grupo Osborne
Professor at IESE Business School and leading expert on strategy
Two Days. Limitless Growth. A Legacy of Impact.
The World Business Forum Madrid 2026 is not just an event. It is a strategic offsite for leaders who refuse to be blindsided.
We curate the world’s most disruptive thinkers to cover every critical angle of your business: from AI and innovation to talent, leadership, and culture.
Walk in with questions about the future. Walk out with a complete arsenal of strategies to lead your organization not just for next year, but for the next decade.
1 In-Person Event.
6 On-Demand Forums.
✓ Included in your ticket
The Milan program is world-class, but it represents only one stage of your learning journey this year. Your registration also includes on-demand access to all World Business Forums held globally.
This expands your experience from 9 speakers to more than 30 internationally recognized experts. If a topic is not covered in Milan, you will find it within the global 2026 program.
A year-long access to our Learning Platform
✓ Included in your ticket
WOBI empowers you all year. Receive a 12-month access to our learning hub, a curated library of 300+ hours of exclusive Masterclasses and Courses.
You aren’t just attending a forum; you are joining in a continuous leadership development program with world-class thought leaders.
Join Thousands of Leaders Who Are Already Ahead of the Curve
“A new way of delivering executive education in Italy — a truly inspiring experience.”
— Ivano Mocetti, Chairman, Costa d’Oro
“The World Business Forum is an important opportunity for leaders who care about their growth — a unique chance to be nourished by ideas and share excellent experiences.”
— Francesca Moriani, CEO, Var Group
“A remarkable intellectual opportunity, both individually and at the corporate level.”
— Saverio Longo, Country Manager AXA XL Italy
Expand Your Network
Locally and Across the Globe.
Real business is built on relationships. Your ticket grants you access to the most influential executives in the market:
During the Forum: Connect with other peers in our networking area.
During the Year: Attend exclusive WOBI Member events focused on learning and networking.
Always: Connect with other leaders throughout our WOBI Platform.
Secure Your Ticket Now
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Gold Access
- Access to World Business Forum Madrid 2026
- Watch World Business Forums Worldwide On Demand
- +300 hours of digital content
- Exclusive networking opportunities
- Welcome Kit
- Attendee Certificate
- Simultaneous translation
- Coffee Break
- Networking Cocktail
- Buffet lunch in a reserved area(Gold Access only)
Platinum Access
- Everything in Gold Access plus:
- Preferential registration
- Platinum lunch on both event days
- Reserved seats in the preferred area
Unique Sponsorship opportunities
Questions from Leaders Like You
What is the agenda for the two days of the Forum?
TBD
Do I need to provide delegate names at the time of purchase?
No, you can purchase a group package now and provide the names of the people attending the World Business Forum (WBF) Milan later in the year. You are also allowed to change the delegate names before the event takes place to allow for potential team changes throughout the year.
What are the cancellation policies?
If you can’t attend the World Business Forum (WBF), you may transfer your ticket to someone else in your organisation at least 5 days before the event. You can access our full terms and conditions here.
What payment methods are available?
Customers may pay by credit or debit card (Mastercard, Visa, Amex) or by bank transfer. For more information, please contact info.it@wobi.com.
What is the World Business Forum Milan?
The World Business Forum (WBF) Milan is a two-day leadership and business event that brings together senior executives, decision-makers and professionals across all industries, to learn from world-class thinkers, gain strategic insights and connect with peers in a dynamic, in-person setting.
The World Business Forum (WBF) Milan focuses on the most relevant management and leadership topics facing today’s business leaders. It is designed for executives who are navigating the challenge of leading teams and organisations in an increasingly complex and fast-changing world.
Through ideas, insights and real-world perspectives from world-renowned thinkers, the Forum helps leaders rethink how they lead, decide and drive impact.
It features curated keynotes and practical sessions from globally recognised speakers, tackling today’s biggest challenges in strategy, leadership, business transformation, innovation, talent and performance, alongside networking opportunities with other leaders from diverse industries.
Is the World Business Forum only for C-Level executives?
No, the World Business Forum Milan is open to professionals at various levels of seniority. It provides practical insights and applicable frameworks, access to a global community of peers and innovators, and networking opportunities with senior leaders facing similar challenges.
By covering a broad range of management topics, the event helps participants strengthen leadership skills and further develop their potential toward future executive roles.
I don’t work for a large company — is the content still relevant?
Absolutely. Over 38% of attendees come from small and medium-sized enterprises (SMEs), meaning a significant portion of attendees face similar organisational structures, resource environments, and growth challenges. The insights shared at the event are designed to be practical, scalable, and adaptable across organisations of all sizes.
I work in a specialized sector. Is the event still relevant?
Yes. A wide range of industries is represented, including Chemicals & Pharmaceuticals (34.3%), Financial Services (11.9%), and Travel & Entertainment (5.6%), demonstrating the diversity of perspectives and experiences at the event.
Why choose WOBI Membership and not just a Forum pass?
We wanted to extend your 2-day ticket to the World Business Forum into a 365-days a year experience. That is why, when purchasing your World Business Forum, you automatically, and at no additional cost, become a WOBI Member, accessing our year-round, inspirational and networking resources & opportunities.
What does WOBI Membership include?
- In-person access to World Business Forum Milan 2026
- On-demand access to all World Business Forums worldwide
- Year-round access to the best management content
- Networking opportunities and access to a global executive community
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Explore the speakers, themes, and leadership ideas featured at
World Business Forum Madrid.
Daniel Goleman
Renowned psychologist and leading authority on emotional intelligence
Daniel Goleman is a world-renowned authority on emotional intelligence, whose contributions have had a transformative impact on the field of psychology and the business world. Psychologist, science journalist, and author, he has been recognized by the Wall Street Journal and the Financial Times as one of the most influential thinkers, and is the author of bestsellers including Emotional Intelligence (1995) and Focus (2013). More than 30 years after its publication and more than 5 million copies sold, Emotional Intelligence has revolutionized corporate leadership and has generated thousands of academia research studies examining EI’s role in various contexts., . Goleman has received numerous journalistic awards for his writings, including two Pulitzer Prize nominations.
Leading with Emotional Intelligence: Unlocking Human Potential
- Understanding emotional intelligence as a key driver of effective leadership and high-performing teams
- Developing self-awareness, self-regulation, and resilience to thrive in complex business environments
- Leveraging empathy and social skills to build strong and meaningful relationships and achieve impactful results
- Aligning personal purpose with organizational goals to maximize impact, motivation, and results
Sofía Osborne & Luis Huete
BUILDING LEGACIES: THE OSBORNE CASE
President of Grupo Osborne, Sofía Osborne is one of the most influential business leaders of our time. She is the first woman to serve as president in the more than 250-year history of Grupo Osborne, one of Spain’s 10 longest-standing organizations. After beginning her career in the financial sector, she joined the family business, holding various executive roles before assuming her current position, where she has driven the Group’s modernization, balancing the preservation of the brand’s legacy with a strong commitment to international expansion and innovation.
Luis Huete has been a professor at IESE Business School since 1982 and has lectured in the Achieving Breakthrough Service and Advanced Management programs at Harvard Business School, as well as other Business Schools over the world. A recipient of the 2025 National Management Award, he has worked as a consultant with top management teams in over 800 companies in more than 70 countries, and is also a member of the Board or Advisory Boards of more than 10 companies and institutions. He is the author of several milestone management books including Servicios y Beneficios, Dirigir y Gobernar, Clienting, and Construye tu sueño 2.0. His latest works, Sensatez and Talento de líder, will be published in April 2026.
The Past, Present, and Future of a Legacy
- The origins of a legacy: How values, purpose, and brand ideology laid the foundations of a company built to endure for more than two centuries
- Leading through change: Key principles for making decisions that honor the legacy without becoming anchored in the past
- The evolution of leadership: How to build a culture that enables the company to evolve and move forward with each generational transition
- Building the future: How to balance tradition and innovation to turn the company’s history into a competitive advantage
Erin Meyer
Leading expert on organizational transformation, professor at INSEAD and bestselling author
A professor at INSEAD and a leading expert on creating cultures of high performance, Erin Meyer is a bestselling author who helps companies develop organizational cultures that foster both flexibility and innovation. She has worked with organizations such as the World Bank, the United Nations, Google, Johnson & Johnson, Toshiba, KPMG, and L’Oréal, among others. A frequent contributor to the Harvard Business Review, Meyer is the author of The Culture Map, and co-author, alongside Netflix’s co-founder, Reed Hastings, of the New York Times bestseller No Rules Rules: Netflix and the Culture of Reinvention.
Culture as the Driver of Business Transformation
- The Culture Map: A framework for decoding cross-cultural differences to lead diverse teams with greater awareness, empathy, and effectiveness
- The core principles of a corporate culture that balances freedom and responsibility to achieve lasting results
- Identifying and adapting leadership styles across cultures to strengthen collaboration and communication in global contexts
- No Rules Rules: Lessons from Netflix on building high-performing, flexible, and innovative teams
Stephen M.R. Covey
World’s leading expert on organizational trust
Stephen M. R. Covey is the New York Times and #1 Wall Street Journal bestselling author of The Speed of Trust and Trust and Inspire: How Truly Great Leaders Unleash Greatness in Others. He is the former CEO of Covey Leadership Center, which, under his stewardship, became the largest leadership development company in the world, nearly doubling revenues while multiplying profits twelvefold during a global expansion into over 40 countries. Covey personally led the strategy that propelled his father’s book, Dr. Stephen R. Covey’s The 7 Habits of Highly Effective People, to become one of the two most influential business books of the 20th Century, according to CEO Magazine.
Trust and Inspire: Unleashing Greatness in Others
- Why the old rules of leadership no longer apply and fail to unleash human potential
- A comprehensive framework for shifting from ‘Command and Control’ to a ‘Trust and Inspire’ leadership style
- How trust and collaboration are and will be the foundation of the future of work
- Creating the conditions that turn potential into performance, where people flourish and grow
Rita McGrath
Leading strategy expert and professor at Columbia Business School
Rita McGrath, professor at Columbia Business School, is widely recognized as a global authority on leading innovation and growth during times of uncertainty. As a consultant to CEOs, her work has had a lasting impact on the strategy and growth programs of Fortune 500 companies worldwide. She is the author of best-selling books like The End of Competitive Advantage and Discovery Driven Growth, cited by Clayton Christensen as creating “one of the most important management ideas ever developed”. She is currently writing her next book on how companies can become more adaptive by pushing decision-making closer to the information—and has announced it is scheduled for release in October 2026. McGrath is also the founder of Valize, an innovation platform whose mission is to help organizations build lasting innovation capability as the basis for long-term shared prosperity.
The New Strategy Playbook for Competing in a Tech-Shift Era
- Tech shifts, new rules: Rethink how you organize, build business models, and compete for the next wave of growth
- Breaking barriers: align teams, foster collaboration, and accelerate execution
- Empower growth at scale: Enable teams across the organization, not just decisions at the top
- Get ahead of technological disruption: Recognize repeat patterns of change—and act earlier
Carl Lewis
One of the greatest Olympians of all time
Recognized as one of the most successful athletes in history, Carl Lewis is a track and field legend, world-record breaker, and ten-time Olympic medalist (with nine golds and one silver). Named Sportsman of the Century by the International Olympic Committee in 1999, Lewis redefined consistency and longevity by sustaining peak performance over many years, competing in five Olympic Games. An eight-time world champion, beyond his sports career, he founded The Carl Lewis Foundation in 1984 to support disadvantaged youth and continues to dedicate his influence to business, education and social impact initiatives.
The “I Can Do That” Mindset
- Talent is just the start: What it takes to develop a champion mindset, overcome the odds and sustain success over the long term
- The “I Can Do That” Mindset: Developing the mental strength to give you the edge when the pressure is on
- Staying motivated: How to maintain the desire to keep setting the bar higher year after year
- Don’t focus on being at the top, but on being better: Lessons from an Olympic champion in driving continuous improvement
Zack Kass
Global AI advisor and former Head of Go-To-Market at OpenAI
Zack Kass has over a decade in AI leadership, most recently as Head of Go-To-Market at OpenAI where he spearheaded sales and partnerships, turning research into deployable business solutions. An expert in the transformative possibilities that Artificial Intelligence brings, Zack Kass is a futuristic leader who helps organizations including Coca-Cola, Morgan Stanley, and Samsung, navigate the evolving landscape of this technology in the business world. He has also served as an advisor and VP of Revenue at Lilt, as well as VP of Sales and Customer Success at Figure Eight.
AI Strategy Simplified
- AI Strategy Simplified: Demystifying AI’s complexity with an actionable roadmap for its implementation
- Redefining Intelligence: Preparing for a world where intelligence is unmetered–and rethinking what it means to be human in the process
- Beyond the hype: Turning AI’s ethical and societal dilemmas into strategic value
- A world of opportunities: A pragmatic guide to future-proofing your business by fostering resilience, adaptability, and innovation
Marcus Collins
Award-winning marketer and expert on brand strategy
As the Chief Strategy Officer at Wieden+Kennedy New York, and a marketing Professor at the Ross School of Business, University of Michigan, Marcus Collins bridges the academic-practitioner gap for blue-chip brands and startups alike. His acclaimed book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action. He is a recipient of Advertising Age’s 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement. In addition, he led iTunes + Nike sports music initiatives at Apple, the McDonald’s cultural resurgence and Google’s “Real Tone” technology launch, plus he served as Head of Digital Strategy for Beyoncé.
The Future of Brands
- Why culture is the most powerful vehicle for influencing behavior and what this means for brands
- The six levels of brand power, from simple awareness to ideology, and how brands evolve through them
- How empathy enables leaders to understand customers beyond data and influence behavior authentically
- From Beyonce to the Fortune 500: Practical lessons from the field on why the strongest brands don’t just follow culture – they lead it
Amy Gallo
Coach and leading expert in conflict resolution and workplace dynamics
An authority on relationship management, healthy disagreements, and gender dynamics, Amy Gallo’s work is focused on teaching leaders evidence-based frameworks that improve high performance and drive excellence at work. A Contributing Editor at the Harvard Business Review, where she has written hundreds of articles, she is also the author of Getting Along: How to Work with Anyone (Even Difficult People). Gallo also co-hosted HBR’s popular Women at Work podcast, and has taught at Brown University and the University of Pennsylvania.
Managing Difficult Workplace Relationships
- How to manage conflict and change in ways that spark innovation, collaboration, trust, and engagement
- Why healthy disagreements are essential for high-performing teams – and how to foster them effectively
- A four-step framework for conflict resolution: key strategies to turn friction into fuel for growth
- How to build psychological safety through care, consistency, and candor, creating a space where everyone feels safe to speak up and learn
Chris Barton
Founder & Former CEO of Shazam
Chris Barton is the founder of Shazam, the groundbreaking music recognition app that changed how people discover music, and was acquired by Apple in 2018 for around $400 million. A passionate innovator who believes technology can achieve the impossible, Barton spent eight years at Google, where he was the first employee focused on mobile, creating from scratch the carrier partnership framework for Search and Android. He then joined Dropbox as one of its first employees, helping to build their mobile business and expand the platform globally. Barton is also an active investor and adviser in various startups, holding 12 patents for inventions developed at Shazam, Google, and Dropbox. He is now the founder of Guard, a venture using AI to make digital experiences safer and smarter.
Starting from Zero: The Shazam’s Journey to Transform Ideas into Innovation
- The Start from Zero framework: Discover four unconventional ways of thinking used by history’s greatest innovators like Steve Jobs, Henry Ford, and Leonardo da Vinci – to systematically disrupt industries and challenge the status quo
- Bring “impossible” ideas to life: Harness technology to imagine the future, challenge conventional limits, and turn bold, ahead-of-its-time ideas into reality
- Turning obstacles into breakthroughs: Eliminating friction and prioritizing effectively to drive bold innovations that impact billions and enhance customer interactions
- The mindset to create the next great companies: How to convert bold visions into game-changing products that redefine industries, inspired by Shazam
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