In this keynote, Mario Fiorucci takes the fear and jargon out of strategic planning and replaces it with a practical, memorable idea: strategy is simply a plan to create value. Using sharp real-world examples, from a small New York pizzeria to Tiffany, from Blockbuster to Netflix, and from his own entrepreneurial journey, Mario shows audiences how to identify the problems they are truly solving, understand what customers actually value, and build a strategy around that insight. This is not a theoretical session filled with corporate buzzwords. It is an engaging, business-focused presentation that helps leaders think more clearly, challenge assumptions, and make better strategic decisions by starting in the right place, with value