Source:
- IE University – Insights, Published on October 15th, 2024.
By Francesco Derchi
Purpose is a strategic tool for driving innovation, competitive advantage, and addressing AI challenges, writes Francesco Derchi.
Since the early 2000s, technology has dominated discussions among scholars and professionals about global development and economic trends, with the first wave of research regarding the internet’s impact on firms and society focusing on the enabling potential of technologies. The concept of “digital revolution,” as popularized by Nicholas Negroponte, became the new paradigm for broader considerations about the development of the firm’s macro environment, and how businesses could leverage it as an asset for creating competitive advantage. The following wave focused on the convergence of different technologies, such as manufacturing, and included the dynamics of coexistence between humans and machines. From the management side, the major challenges are related to defining effective digital transformation practices that could help to migrate organizations and exploit this new paradigm.
The current technological focus builds on these previous trends, particularly on artificial intelligence and more recently on the emergence of generative AI. The Age of AI is characterized by technology’s power to reshape business and society on a variety of levels. While AI’s pervasive impact is not new for firms, the mainstream adoption of ChatGPT for business purposes and the response to this ready adoption from big tech players like Microsoft, Google, and more recently Apple, shows how AI is reshaping and influencing companies’ strategic priorities.
From a research perspective, AI’s societal impact is inspiring new studies in the field of ethics. Luciano Floridi, now of Yale University, has identified several challenges for AI, characterizing them by global magnitudes like its environmental impact and has identified several challenges for AI security, including intellectual property, privacy, transparency, and accountability. In his work, Floridi underlines the importance of philosophy in defining problems and designing solutions – but it is equally important to consider how these challenges can be addressed at the firm level. What are the tools for managers?
Part of the answer may lie in the increasing and recent focus of management studies around “corporate purpose” and “brand purpose.” This trend represents an important attempt to deepen our understanding of “why to act” (purpose framing) and “how to act” (purpose formalizing and internalizing), while technology management studies address the “what to act” (purpose impacting) question. Furthermore, studies show that corporate purpose is critical for both digital native firms as well as traditional companies undergoing a digital transformation, serving as an important growth engine through purpose-driven innovation. It is therefore fair to ask: can purpose help in addressing any of the AI challenges previously mentioned?
Purpose concepts are not exclusively “cause-related” like CSR and environmental impact. Other types have emerged, such as “competence” (the function of the product) and “culture” (the intent that drives the business). This broadens the consideration of impact types that can help address specific challenges in the age of AI.
Purpose-driven organizations are not new. Take Tesla’s direction “to accelerate the world’s transition to sustainable energy” – it explicitly addresses environmental challenges while defining a business direction that requires constant innovation and leverages multiple converging technologies. The key is to have the purpose formalized and internalized within the company as a concrete drive for growth.
Due to its characteristics, the MTP plays a key role in digital transformation. This necessarily ambitious and long-term vision or goal – the Massive Transformative Purpose – requires firms, particularly those focused on exponential growth, to address emerging accelerating technologies with a purpose-first transformation logic. P&G’s Global Business Services division was able to improve market leadership and gain a competitive advantage over various start-ups and potential disruptors through its “Free up the employee, for free” MTP. This served as a north star for every employee, encouraging them to contribute ideas and best practices to overcome bulky processes and limitations.
My research on MTPs in AI-era firms explores their role in driving innovation to address specific challenges. Results show that the MTP impacts the organization across four dimensions, requiring commitment and synergy from management. Let’s consider these four dimensions by looking at Airbnb:
- Internal Impact: The MTP acts as the organization’s genetic code and guiding philosophy. It is key for leveraging employee motivation, with a strong relationship between purpose, organizational culture, and firm values. Airbnb’s culture of belonging highlights this, with its various purpose-shaping practices, starting with culture-fit interviews delivered during the recruitment process.
- Brand and Market Influence: The MTP contributes directly to building a strong brand and influencing the market. It allows firms to extend beyond functional and symbolic benefits to make the impact of the company on society visible. This involves addressing market demand coherently and consistently. Airbnb’s “Bélo” symbol visually represents this concept of belonging while their MTP features in campaigns like “Wall and Chain: A Story of Breaking Down Walls.”
- Competitive Advantage and Growth: The MTP drives innovation and can lead to superior stock market performance. In digital firms, it’s key in the creation of ecosystems that aggregate leveraged assets and third parties for value creation. The company’s “belong anywhere transformation journey” is a strategic initiative that formalized and interiorized the MTP through various touchpoints for all the different ecosystem members. As Leigh Gallagher details in her 2016 Fortune feature about the company, “When travellers leave their homes, they feel alone. They reach their Airbnb, and they feel accepted and taken care of by their host. They then feel safe to be the same kind of person they are when they’re at home.”
- Core Organization Identity: The MTP is considered part of the core dimension of the organization. More than a goal or business strategy, it is a strategic issue that generates a sense of direction and purpose that affects every part of the organization: internal, external, personality, and expression. This dimension also involves the role of the founder(s) and their personality in shaping the business. At Airbnb, the MTP is often used as a shortcut to explain the firm’s mission and vision. The founders’ approach is pragmatic, and instead of debating differences, time should be spent on execution. At the same time, the personalities of the three founders, Chesky, Gebbia, and Blecharcyzk, are the identity of the firm. They were the first hosts for the platform. Their credibility is key for making Airbnb a trustworthy and coherent proposal in a crowded market.
Executives and leaders of business in the current AI era should embrace three key principles. Be true: Purpose is an essential strategic tool that enables firms to identify and connect with their original selves, decoding their reason for being and embedding it into their identity. Be ambitious: The MTP allows for global impact, confronting major challenges by synthesizing business values and guiding innovation paths to address AI-related issues. Be generous: Purpose allows firms to explicitly address environmental and social issues, taking action on values-based challenges such as transparency, respect for intellectual property, and accountability. By following these principles, organizations and their leaders can maintain their direction and continue to advance in the AI era.
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Bring talented tech experts together, set them a challenge, and give them a deadline. Then, let them loose and watch the magic happen. That, in a nutshell, is what hackathons are all about. They’re proven to be among the most productive tech events when it comes to solving problems and accelerating innovation.
What Is a Hackathon?
Put simply, a hackathon is a short-term event – often lasting just a couple of days, or sometimes even only a matter of hours – where tech experts come together to solve a specific problem or come up with ideas based on a central theme or topic. As an example, teams might be tasked with discovering a new way to use AI in marketing or to create an app aimed at improving student life.
The term combines the words “hack” and “marathon,” due to how participants (hackers or programmers) are encouraged to work around-the-clock to create a prototype, proof-of-concept, or new solution. It’s similar to how marathon runners are encouraged to keep running, putting their skills and endurance to the test in a race to the finish line.
The Benefits of Hackathons
Hackathons provide value both for the companies that organize them and the people who take part. Companies can use them to quickly discover new ideas or overcome challenges, for example, while participants can enjoy testing their skills, innovating, networking, and working either alone or as part of a larger team.
Benefits for Companies and Sponsors
Many of the world’s biggest brands have come to rely on hackathons as ways to drive innovation and uncover new products, services, and opportunities. Meta, for example, the brand behind Facebook, has organized dozens of hackathons, some of which have led to the development of well-known Facebook features, like the “Like” button. Here’s how hackathons help companies:
- Accelerate Innovation: In fast-moving fields like technology, companies can’t always afford to spend months or years working on new products or features. They need to be able to solve problems quickly, and hackathons create the necessary conditions to deliver rapid success.
- Employee Development: Leading companies like Meta have started to use annual hackathons as a way to not only test their workforce’s skills but to give employees opportunities to push themselves and broaden their skill sets.
- Internal Networking: Hackathons also double up as networking events. They give employees from different teams, departments, or branches the chance to work with and learn from one another. This, in turn, can promote or reinforce team-oriented work cultures.
- Talent Spotting: Talents sometimes go unnoticed, but hackathons give your workforce’s hidden gems a chance to shine. They’re terrific opportunities to see who your best problem solvers and most creative thinkers at.
- Improving Reputation: Organizing regular hackathons helps set companies apart from their competitors, demonstrating their commitment to innovation and their willingness to embrace new ideas. If you want your brand to seem more forward-thinking and innovative, embracing hackathons is a great way to go about it.
Benefits for Participants
The hackers, developers, students, engineers, and other people who take part in hackathons arguably enjoy even bigger and better benefits than the businesses behind them. These events are often invaluable when it comes to upskilling, networking, and growing, both personally and professionally. Here are some of the main benefits for participants, explained:
- Learning and Improvement: Hackathons are golden opportunities for participants to gain knowledge and skills. They essentially force people to work together, sharing ideas, contributing to the collective, and pushing their own boundaries in pursuit of a common goal.
- Networking: While some hackathons are purely internal, others bring together different teams or groups of people from different schools, businesses, and places around the world. This can be wonderful for forming connections with like-minded individuals.
- Sense of Pride: Everyone feels a sense of pride after accomplishing a project or achieving a goal, but this often comes at the end of weeks or months of effort. With hackathons, participants can enjoy that same satisfying feeling after just a few hours or a couple of days of hard work.
- Testing Oneself: A hackathon is an amazing chance to put one’s skills to the test and see what one is truly capable of when given a set goal to aim for and a deadline to meet. Many participants are surprised to see how well they respond to these conditions.
- Boosting Skills: Hackathons provide the necessary conditions to hone and improve a range of core soft skills, such as teamwork, communication, problem-solving, organization, and punctuality. By the end, participants often emerge with more confidence in their abilities.
Hackathons at OPIT
The Open Institute of Technology (OPIT) understands the unique value of hackathons and has played its part in sponsoring these kinds of events in the past. OPIT was one of the sponsors behind ESCPHackathon 6, for example, which involved 120 students given AI-related tasks, with mentorship and guidance from senior professionals and developers from established brands along the way.
Marco Fediuc, one of the participants, summed up the mood in his comments:
“The hackathon was a truly rewarding experience. I had the pleasure of meeting OPIT classmates and staff and getting to know them better, the chance to collaborate with brilliant minds, and the opportunity to take part in an exciting and fun event.
“Participating turned out to be very useful because I had the chance to work in a fast-paced, competitive environment, and it taught me what it means to stay calm and perform under pressure… To prospective Computer Science students, should a similar opportunity arise, I can clearly say: Don’t underestimate yourselves!”
The new year will also see the arrival of OPIT Hackathon 2026, giving more students the chance to test their skills, broaden their networks, and enjoy the one-of-a-kind experiences that these events never fail to deliver. This event is scheduled to be held February 13-15, 2026, and is open to all OPIT Bachelor’s and Master’s students, along with recent graduates. Interested parties have until February 1 to register.
The Open Institute of Technology (OPIT) recently held its first-ever career fair to showcase its wide array of career education options and services. Representatives from numerous high-profile international companies were in attendance, and students enjoyed unprecedented opportunities to connect with business leaders, expand their professional networks, and pave the way for success in their future careers.
Here’s a look back at the event and how it ties into OPIT’s diverse scope of career services.
Introducing OPIT
For those who aren’t yet familiar, OPIT is an EU-accredited Higher Education Institution, offering online degrees in technological fields such as computer science, data science, artificial intelligence, cybersecurity, and digital business. Aimed at making high-level tech education accessible to all, OPIT has assembled a stellar team of tutors and experts to train the tech leaders of tomorrow.
The First OPIT Career Fair
OPIT’s first career fair was held on November 19 and 20. And as with OPIT’s lectures, it was an exclusively online event, which ensured that every attendee had equal access to key lectures and information. Interested potential students from all over the world were able to enjoy the same great experience, demonstrating a core principle that OPIT has championed from the very start – the principles of accessibility and the power of virtual learning.
More than a dozen leading international companies took part in the event, with the full guest list including representatives from:
- Deloitte
- Dylog Hitech
- EDIST Engineering Srl
- Tinexta Cyber
- Datapizza
- RWS Group
- WE GRELE FRANCE
- Avatar Investments
- Planet Farms
- Coolshop
- Hoist Finance Italia
- Gruppo Buffetti S.p.A
- Nesperia Group
- Fusion AI Labs
- Intesi Group
- Reply
- Mindsight Ventures
This was a fascinating mix of established enterprises and emerging players. Deloitte, for example, is one of the largest professional services networks in the world in terms of both revenue and number of employees. Mindsight Ventures, meanwhile, is a newer but rapidly emerging name in the fields of AI and business intelligence.
The Response
The first OPIT career fair was a success, with many students in attendance expressing their joy at being able to connect with such a strong lineup of prospective employers.
OPIT Founder and Director Riccardo Ocleppo had this to say:
“I often say internally that our connection with companies – through masterclasses, thesis and capstone projects, and career opportunities – is the ‘cherry on the cake’ of the OPIT experience!
“It’s also a core part of our mission: making higher education more practical, more connected, and more aligned with what happens in the real world.
“Our first Career Fair says a lot about our commitment to building an end-to-end learning and professional growth experience for our community of students.
“Thank you to the Student and Career Services team, and to Stefania Tabi for making this possible.”
Representatives from some of the companies that attended also shared positive impressions of the event. A representative from Nesperia Group, for example, said:
“Nesperia Group would like to thank OPIT for the warm welcome we received during the OPIT Career Day. We were pleased to be part of the event because we met many talented young professionals. Their curiosity and their professional attitude really impressed us, and it’s clear that OPIT is doing an excellent job supporting their growth. We really believe that events like these are important because they can create a strong connection between companies and future professionals.”
The Future
Given the enormous success of the first OPIT career fair, it’s highly likely that students will be able to enjoy more events like this in the years to come. OPIT is clearly committed to making the most of its strong business connections and remarkable network to provide opportunities for growth, development, and employment, bringing students and businesses together.
Future events will continue to allow students to connect with some of the biggest businesses in the world, along with emerging names in the most exciting and innovative tech fields. This should allow OPIT graduates to enter the working world with strong networks and firm connections already established. That, in turn, should make it easier for them to access and enjoy a wealth of beneficial professional opportunities.
Given that OPIT also has partnerships in place with numerous other leading organizations, like Hype, AWS, and Accenture, the number and variety of the companies potentially making appearances at career fairs in the future should no doubt increase dramatically.
Other Career Services at OPIT
The career fair is just one of many ways in which OPIT leverages its company connections and offers professional opportunities and career support to its students. Other key career services include:
- Career Coaching: Students are able to schedule one-on-one sessions with their own mentors and career advisors. They can receive feedback on their resumes, practice and improve their interview skills, or work on clear action plans that align with their exact professional goals.
- Resource Hub: The OPIT Resource Hub is jam-packed with helpful guides and other resources to help students plan out and take smart steps in their professional endeavors. With detailed insights and practical tips, it can help tech graduates get off to the best possible start.
- Career Events: The career fair is only one of several planned career-related events organized by OPIT. Other events are planned to give students the chance to learn from and engage with industry experts and leading tech firms, with workshops, career skills days, and more.
- Internships: OPIT continues to support students after graduation, offering internship opportunities with leading tech firms around the world. These internships are invaluable for gaining experience and forging connections, setting graduates up for future success.
- Peer Mentoring: OPIT also offers a peer mentoring program in which existing students can team up with OPIT alumni to enjoy the benefits of their experience and unique insights.
These services – combined with the recent career day – clearly demonstrate OPIT’s commitment to not merely educating the tech leaders of the future, but also to supporting their personal and professional development beyond the field of education, making it easier for them to enter the working world with strong connections and unrivaled opportunities.
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