Some weeks ago LC and WHU hosted their fourth virtual conference: the Open University on the topic of “The Value of Culture – Between Asset and Liability.” One of the major highlights was a panel discussion with four high caliber Guests. Together, Niko Warbanoff, CEO DB Engineering, Consulting, Operations Group at Deutsche Bahn, Luise Bang, Vice President IT Transformation at Vestas, Bjørn E. Jensen, General Manager Germany, Denmark and Finland at Coca-Cola and Dr. Kerstin Fröhlich, Head of Innovation Management at Der Spiegel, discuss what the new challenges of the future will be and how to deal with them effectively.