Greg Bernarda

Greg Bernarda is a strategist, innovation consultant, and keynote speaker whose work focuses on business design, leadership, and systems thinking. Bernarda supports individuals, teams, and organizations with strategy and innovation, working with leaders to redesign a future that employees, customers, and communities can recognize as their own. He holds an MBA from Oxford Saïd Business School and is a Strategyzer certified business model coach.

Bernarda is co-author of the book "Value Proposition Design," the sequel to "Business Model Generation." The book explains how to create value propositions customers want, addressing the core challenge of every business—creating compelling products and services customers are willing to buy. It introduces the Value Proposition Canvas, a tool to design, test, create, and manage products and services that meet customer needs. The book serves as a resource for entrepreneurs, executives, and innovation teams worldwide.

Before establishing his advisory practice, Bernarda spent eight years at the World Economic Forum, setting up initiatives for members to address global issues. He also co-founded several collaboration event platforms, including the Hanwang Forum in Beijing, Lift:Lab in Geneva, and the annual NOE Programme in Evian. His client work spans sectors and geographies, including Danone, Colgate-Palmolive, Baxter, Michelin, Volkswagen, ABB, Mastercard, Roche, Richemont, Tencent, Alibaba, Peking University, and Harvard Business School.

Bernarda draws from leadership, psychology, innovation, and design to show executives how to create business models that bring positive change to stakeholders. He introduced the concept of upruption, the idea of undoing something to steward it to something better. As he explains, disruption shifts value around, while upruption lifts everyone up and creates a step change of progress, describing it as an invitation to move from an era of disruption to an era of higher meaning and new value creation. This concept earned him a nomination for the Thinkers50 Strategy Award.

A keynote speaker, Bernarda periodically teaches Strategyzer's flagship Masterclass and is the original producer of an Advanced Masterclass on Ecosystems in China, with additional locations worldwide. His approach blends strategic frameworks with a human-centered perspective, making him a voice for organizations navigating complexity, reinvention, and the pursuit of meaningful growth in business innovation and leadership.