The Human Factor in innovation

WhozNext is a ‘community of practice', aiming for maximum impact; our priority is sharing knowledge to empower key enabling technology SMEs in their efforts and challenges towards successful commercialisation of their innovation.
WhozNext develops solutions to the questions that arise during the transition to an innovative organisational culture. We learn how this must be done by developing programmes and interventions, both on a commissioned basis and on our own initiative. As innovation is an interactive process, a learning process between people and organisations, that strongly relates to the organisational culture, we share the knowledge accumulated in doing so with as many people as possible because knowledge only gains value when it is shared.

our mission

Our mission is to expands innovation theory and its application to include the concept of the Human Factor in Innovation as a competitive advantage and distinguishes the Human Factor in Innovation as a significant concept to improve the performance in a job, organisations or society, where creative ideas play an explicit role. Creating an enabling environment to recognise and embrace the intangible characteristics of the human factor in innovation as a determinant of small firm innovation is critical.

Culture of Innovation

When it comes to innovation, organisations and policymakers have generally given substantial attention to resources, processes and the measurement of success — the more easily measured, tools-oriented innovation building blocks. But companies and policymakers have often given much less attention to the harder-to measure, people-oriented determinants of innovative culture (values, behaviours and climate). Yet these “human factor intangible assets” have the greatest power to shape the culture of innovation and create a sustained competitive advantage.

the human side of innovation processes

Competitive advantage lies in part with the organisation’s capacity to innovate, evaluate and exploit internal and external knowledge. The ability to identify and assess the competitive advantage of innovative characteristics is of key strategic importance to organisations.

Theory tells us that innovation is an interactive process, a learning process between people and organisations, that strongly relates to the organisational culture. It is this learning process we are very interested in. Many years of experience have taught us that if you want to achieve anything in the actualisation of innovation, you need to recognise and embrace the intangible characteristics of learning in relation to the organisational culture.

The results of research on human knowledge development reveal that (academic-) entrepreneurs, managers and professionals in small firms who avail of coaching and training on leadership, entrepreneurship and organisational culture show a significantly positive contribution to increased innovative activities and performance. The benefits show an even stronger significance in the case of small-sized firms in the high technology sectors or ‘research-based’ firms and particularly start-ups.

It is therefore that we focus on the human side of innovation processes in high-tech SMEs. It facilitates learning for individuals and organisations, and is a place for (academic-) entrepreneurs, leaders, managers and professionals who are looking for inspiration, motivation, knowledge and insight towards successful commercialisation of their innovations.


The community of practice WhozNext is a group of people who share a passion for the 'culture of innovation' ideas and are interacting regularly.

Vincent Pieterse, PhD

I hold a PhD in Business Administration. My work as a coach, consultant and researcher focuses on the human side of organisations. I’m the author of several articles and books on new approaches to organisational development as well as on management of business innovation and organisational culture.


Liaison Officer Enterprise Europe Network
Experienced Specialist with a demonstrated history of working in the research industry. Strong professional skilled in Innovation Management, International Business, Biotechnology, Product Innovation, and Start-ups.

Emad Al-Bustami, MBA PMP

Owner Al-Bustami for Business Development and Projects Management (BPM)
BPM was established in 2017 mainly to help both businesses and capital owners achieve much more than each of them can do alone. Our philosophy emphases on sharing the know-how, financing and motivating the feasible projects/programs in different industries which mostly lead to amazing outcomes for all involved parties.

Vladia Monsurro, PhD MBA

Fabrizio Conicella

General Manager of Bioindustry Park.Silvano Fumero
Fabrizio Conicella has more of 20 years of experience managing organizations and R&D and technology transfer projects. He is now General Manager of Bioindustry Park.Silvano Fumero a science park specialised in life sciences and health. He is also from 2011 contract professor both at Università di Torino and Università Piemonte Orientale in business planning, innovation management and technology transfer. He is also, inter alia, vicepresident of KITE cultural association, member of the managing board of 2I3T, the incubator of Università di Torino, and executive vice president of bioPmed cluster association.

"Culture eats strategy for breakfast"

- Peter Drucker

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