Nowadays markets require CEO's who are more than top executives and linear thinkers. We need them to think and act like designers. Why? Designers think differently. In nowadays world we need not to just execute but we need to understand our customers better. We need to continuously improve our business model. We need in - order to be competitive - to apply new tools, develop new skills and get new mindsets. And this is what the presentation is about. We need CEO's to go back to school. Not for their MBA but for their Design MBA.