Digital Product Innovation
Ideation, Design Thinking, Digital Strategy, Digital Customer Experience

Business Model Innovation
Business Model Ideation, Visualization, Implementation & Life Cycle

Management Coaching
Digital Change Culture, Digital Transformation, Interim Management
Insights on the new book
The Secret Key: Business Model Innovation for Established Companies
Sustainable Business Model
Sustainable and Circular Business Model Innovation


Ready for the digital transformation?

Digital Product Innovation

Customers love to engage and interact with digital products. Replace one technical feature with experience for success. Add Design Thinking and Customer Experience to your R&D. How does the customer experience affect your value proposition? Do you know how your customers think, get motivated, act and share the product happiness?

Amazon Go Store White Paper

Business Model Innovation
The business model provides a holistic picture of how a company creates, delivers and captures value by defining the Who, What, How and Why of a business. Tomorrow’s competitive advantage of companies will not be based on innovative products and services, but on innovative business models.

Business model elements:
CUSTOMER - who are our target customers?
VALUE PROPOSITION - what do we offer to customers?
VALUE CHAIN - how do we produce our offerings?
PROFIT MECHANISM - why does it generate profit?

Download: Business Model Innovation Crisis Survey

Sustainable and Circular Business Model
Sustainable Business Model

Taking social responsibility for a sustainable and circular business model innovation. Focus on new markets, cost and risk reduction, innovation leadership and value creation along the whole value and supply chain. Sustainable business modelling as a market advantage.

Download: Sustainable and Circular BM Innovation

The Secret Key: Business Model Innovation
The Secret Key
Business Model Innovation for Established Companies. What are the current triggers, challenges and success patterns for business model innovation in established companies?

Book contents & Information

TAII Framework ®
TAII Framework

Organisations and companies need practical tools and guidelines to kick-off the implementation of trustworthy Artificial Intelligence systems. The TAII Framework creates guidance to initiate the implementation of AI ethics.

TAII Framework Information

Management Coaching

Change management and culture is a key success factor in any transformation project - identifying barriers and enablers is crucial for implementing growth and entering new areas. Thinking outside of dominant industry logic - is no simple matter. Mental blocks hamper the development of fresh ideas.

The difficulty of thinking in terms of business models rather than of technologies and products. Digital transformation is not about technology, it is about leadership and culture.

Digital Talents White Paper

Change and Organizational Development
LEGO® SERIOUS PLAY® gives everyone a voice and uses the assumption that the answers are already in the room. The method invites participants to think with their hands to build their understandings. Explain self-build models with methaphors to create a common aligned system.
More Information

Webinar: Change - Consumer Behaviour & BMI
How is crisis affecting the business model and how to innovate it? In this online webinar you will get an update of different perspective how the Corona crisis is influencing business models. Every crisis is an excellent growth medium for new chances and business models. The webinar will give you a short overview about the *new normal* consumer behaviour, business model innovation and inputs for quick adaptions.

Jobs & Projects

aact! 2016 - amv - beurer - bmw group - business upper austria - epunkt it consulting - fronius - goeweil - head - ibm ix - intersport - keba - oekosoziales forum wien - oesb - park here - pestalozzi - pr translations - robart - running coach - runtastic - starlim//sterner - stiglechner - testify - vkb bank - volkswagen - wko ...

What people say, press and speaker

Kevin Valdek / High Mobility / Berlin-DE
I worked together with Josef in a joint product development project. The topic required complex technical integration while maintaining strong user experience, which suited Josef very well. He quickly sees the big picture and is not afraid to get into details.
David Seoane / IMPACT Connected Car / Madrid-ES
I worked with Josef in the review of my current company Business Innovation Management processes, and this was a very useful and fruitful experience for me since he helped me to understand those processes in a better way and clearly identify the success and fail factors of my personal and work experience in that area. This was a very well driven work that definitively helped me to improve my daily work in this space.
Harald Weinberger / mobile agreements / Linz-AT
Intelligent Internet of Things applications require a well-thought-out and coordinated integration of hardware and software. Josef has experience and know how in both disciplines. Together with him we have managed to implement a successful and consistent solution.
Automotive speaker and presenter: Interview about innovation in the retail business: Book launch: The Secret Key: BMI for Established Companies Column series about Business Model Innovation Journey: How to get prepared transforming your business model: 5 Steps Towards a Business Model 2.0: Amazon & Co winner of the crisis? AI4EU Cafe, 2021

Education, Experience,

International Management MBA - Global Business China

Tsinghua University School of Economics and Management Beijing

MBA - Innovation and Product Management

LIMAK Johannes Kepler University Austrian Business School

Psychosocial Counseling MSc

Karl-Franzens University Graz

Technology Entrepreneurship: Lab to Market

Harvard University

IBM Enterprise Design Thinking Practitioner


Product Manager (FH)

Marketing Academy Munich & University of Applied Sciences Upper Austria

Certified Coach and Social Work

Impulse & Seminare Salzburg and University of Applied Sciences
Upper Austria. Diploma in Counseling and Coaching.

Software Engineering Ing.

HTL Leonding


  • josef.baker-brunnbauer @ product-xyz.com
  • Austria: +43 660 65 73 000
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