The F1 Extreme Innovation Series with MIT Sloan Executive Education


Here’s what you need to know about this explosive new event series, one that pairs insights from academics, business leaders and F1 pros, as reported in the New York Times. The lectures are designed to sharpen your business skills – the Paddock Club is for absorbing a day’s learning in luxe comfort.

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If you’re ready to start innovating, get your tickets for our Austin event in October, now.


The Extreme Innovation Series, brought to you by F1 and MIT Sloan Executive Education, is where F1’s legendary expertise in applied technology meets MIT’s world-leading applied management frameworks. A unique combination of theory and practice designed to give future leaders the edge in business, with level of innovation that makes your competitors look slow.


Join us to discover what lessons the relentless pace and pressure of F1 can offer to all businesses. And how you can put those lessons into practise for your business, through the frameworks taught by MIT.


These are bespoke experiences created for senior executives, combining world-renowned keynote speakers with lectures and exercises, during which you’ll apply learnings to your own business challenges and opportunities.


Catch your breath throughout the day with world-class dining and hospitality. Plus, get insider access to the Paddock, pit lane and track. Get close to the legend of F1. 

The Series So Far

Last year, we launched with Boeing’s Alan Mulally and Apple visionary Steve Wozniak. This year, we’ve already had Oscar Salazar, co-founder of Uber. Plus at Silverstone we had: former-CEO of Hewlett Packard, Carly Fiorina; F1 racing legend, Mika Hakkinen; and experts in neuroscience and game theory from MIT.

Next, we take on Austin at the Circuit of The Americas.


Invigorate your innovative side at this event in Austin, TX

Winning Customers
Thursday 31st October
Austin, Texas, USA

Innovate. Experiment. Target. Deploy. The next in the Extreme Innovation Series will see you learn how to win customers in our disruptive world by experimentation. You’ll hear from and learn with experts on AI, customer behaviours and designing products for millions of users.

The MIT learning streams will explore scientifically-proven approaches to winning customers. Participants will leave the workshop with two methods – experimentation and targeting – that they can apply immediately to attract and retain customers.  


Confirmed speakers

Mike Krieger // Co-founder of Instagram

One billion monthly users. That’s the kind of extreme number Mike Krieger is used to dealing with. Instagram’s rapid growth over the last 9 years is, in part, thanks to Mike’s deep understanding of its customers. They wanted new ways to fuel their interests and passions. Mike’s creative products delivered.

In doing so, he put Instagram in the top four most downloaded apps in the world.

Learn as Mike reveals how to respond and innovate around your customers’ needs.

Zain Asher // CNN Anchor and Correspondent

Zain anchors the weekend edition of CNN Newsroom, and can regularly be seen on the network's premier business programs, Quest Means Business and The Express.  She has interviewed many titans of the business world and will be interviewing Mike Krieger to understand how he continues to relentlessly innovate.

Duncan Simester // NTU Professor of Management Science, MIT Sloan

Duncan is an expert on how economics and artificial intelligence can contribute to the understanding and practice of marketing and strategy. As the relationship between brands and customers changes from communications to experiences, your business will need to use experimentation and targeting to find innovative ways to connect with customers. Duncan’s research at MIT will reveal how you can conduct experimentation and targeting in your own business.

Ellie Norman // Formula 1 Director of Marketing and Communication

It’s a new age for F1. And Ellie Norman is steering its success. Ticket sales are up. Fan engagement is up. And the customer base has widened.

At the heart of F1’s recent growth is Ellie’s mantra: “If it doesn’t serve the fan, it doesn’t serve F1.” At the Extreme Innovation Series in Austin, she’ll uncover how F1 has used experimentation for the purpose of creating a meaningful and long-lasting relationship with its fans; evolving the “69 year old start-up company” into the brand it is today.

Pat Symonds // CTO, Formula 1

Pat Symonds’ 40-year motorsport career never slowed down. 

He cut his teeth designing lower-tier winning cars. Then powered his way up the F1 teams. On his way, he clinched 32 race wins, 4 Drivers’ World Championships and 3 Constructors’ World Championships. A born winner.

Pat is now Chief Technical Officer at F1 (Formula One Management), a taskforce that assists the FIA in analysing new technology introduced to the sport. His in-depth knowledge will inform his talk: “The Power of Experiments: Using Experiments to Win in Formula 1.”

Ben Shields // Senior Lecturer, MIT Sloan School of Management

Ben studies the multibillion-dollar sports industry to identify broadly transferable management lessons in areas such as leadership communication, data-driven decision-making, and innovation.  He is the author or co-author of three books on sports media and fan engagement and is MIT Faculty Director of the Extreme Innovation series.  Prior to MIT, Shields served as the Director of Social Media and Marketing at ESPN.  

Not only will you be in the room with these legends and other business leaders, you’ll also get legendary F1 hospitality and experiences. Like an insider tour of the F1 Paddock and pit lane. Plus, a ride around the circuit to see it from the drivers’ point of view.


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