Paco Bree holds a Doctorate in Business Administration from the Kingston Business School (University of Kingston, London) and an MBA from the Edinburgh University Business School. He currently works as a professor, researcher and academic director of the Master in Business Innovation of Deusto Business School. He is also an artist and a recognized professional in the field of creativity and innovation. In addition to his academic contribution, he is an advisor to Factoría Cultural and Innsomnia and a regular collaborator in different media such as Cinco Días, El Mundo and La Razón. He has been working for more than fifteen years in multinationals and technology companies (Anboto, considered the best startup in the world in 2010, Sherpa.ai, Wincor Nixdorf) and has more than twelve years of experience as a mentor, helping hundreds of companies with their business plans and models.