Greg Bernarda

Initiator of the concept of “up-ruption.”


Thinkers50 Radar Class of 2024.


Shortlisted for the Thinkers50 2023 Strategy Award.


Greg is an alumnus of the World Economic Forum.


Greg borrows from the fields of leadership, psychology, innovation, and design to show executives how to create business models that bring positive change to their stakeholders and to themselves. He argues that while we are facing systemic issues and challenges, organisations can play a role in (re)designing new business ecosystems to further societal progress. Greg has developed the idea of ‘up-ruption:’ undoing something to steward it to something better. “Disruption shifts value around,” he explains. “Up-ruption lifts everyone up and creates a step change of progress.” He describes up-ruption as an invitation to rise from an era of disruption to an era of higher meaning and new value creation.


Executive advisor at Strategyzer, where he periodically traches the firm’s flagship Masterclass, Greg is also the original producer of the Advanced Masterclass on Ecosystems in China. He consults organisations across a variety of sectors and geographies, with clients ranging from Danone to Mastercard, Alibaba to Harvard Business School. Prior to establishing his advisory practice, Greg co-founded a series of international forums, including the Hanwang Forum on sustainability in Beijing, the Lift: Lab in Geneva, and the annual NOE Programme in Evian. He also worked at the World Economic Forum on initiatives to address global and industry challenges. 


Value Proposition Design (with Alex Osterwalder, Yves Pigneur, and Alan Smith, Wiley, 2014); Leadership in the 21st Century: From Business CEO to Ecosystem Mayor (Business Ecosystem Alliance); ‘Leading Ecosystems’ (The Human Centered Design Podcast, September 2023); ‘Beyond business model innovation: how to engage your ecosystem and unlock “up-ruption”’ (Melbourne Corporate Innovation in Action, March 2023); ‘How to Lead Ecosystems’ (interview with Christian Doll). 


Media picks


“Greg is taking the ecosystem debate to a new place – practical and aspirational.”

Stuart Crainer & Des Dearlove, Thinkers50

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