Media Marketing: You are considered a pioneer of business design. You started talking about it in 2013. It still doesn’t have its own Wikipedia article, but people are increasingly talking about it. Do you have your own definition of business design?

Miša Lukić: It sounds almost impossible that an important discipline, like business design, still hasn’t been defined on Wikipedia. On the other hand, this brings me joy because it means that New Startegy is doing something that is globally still in its infancy. We can, therefore, influence and shape this new discipline, which will become one of the most important branches of the creative industry in a couple of years.

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