As a trusted digital advisor to numerous renowned brands, consultancies and agencies, Björn Ognibeni's work focuses on what the digitalisation of our world means for the relationship between companies and their customers and how this influences the design of products and business models. He is also the strategic director of the XR Lab at the University of Münster, which explores the business applications of XR technology. As co-founder of the online think tank ChinaBriefs.io, he helps Western executives understand what they can learn from digital innovation in China.