Johan Roos, one of the world's most influential leaders and leadership transformation researchers, keynote speaker at Spark 2026

Human Magic at Spark 2026: Why we must lead with wisdom in the age of algorithms

The central theme of the third edition of the Spark conference, which will be held on November 19 at the Sava Center, will be Human Magic: Leading with Wisdom in an Era of Algorithms . On this occasion, one of today's most influential thinkers in the field of strategy and leadership , Professor Johan Roos , is joining the Spark community .

A challenge we cannot postpone

At a time when artificial intelligence (AI) can analyze, predict and optimize processes faster than any team, leaders face a choice: will technology weaken or strengthen human and leadership capabilities?

Spark 2026 is inspired by Professor Roos' latest book, Human Magic . This topic will not only be presented in Belgrade, it will be put to the test in a real conversation between leaders who are ready to reconsider their own thinking patterns.

Who is Johan Roos?

There are people who teach strategy. And there are those who change the way leaders think. Professor Johan Roos belongs to the second group.

As co-inventor of the innovative LEGO® Serious Play® methodology, Professor Roos has helped organizations like NASA and leading global corporations transform the way they communicate and create. His work focuses on what algorithms cannot automate:

• Curiosity and creativity

• Critical thinking

• Practical wisdom — the ability to make decisions that bring value to both the business and the community.

More than a speaker - a dialogue moderator

Unlike traditional conference formats, Professor Roos does not come to Spark 2026 to give a classical lecture. He comes to lead a strategic dialogue.

In a world where AI generates answers, a key leadership competency becomes the ability to ask the right questions and make decisions in real time. Through sessions like Spark Lab , participants will have the opportunity to directly shape answers with Professor Roos that will become part of the Spark Leadership Standard 2026 community .

Be part of the dialogue

Spark is not a place where insights are just downloaded. It is the space where they are created. We invite CEOs, business owners and leaders of the new generation to join us on November 19 at the Sava Center.

Facts you might not know about LEGO® Serious Play®, the method.

Who are the authors of the idea that serious work should be done through play?

The idea arose in 1996, when Johan Roos and Bart Victor, then professors at IMD in Switzerland, together with the owner of the LEGO Group, Kjeld Kirk Kristiansen, were looking for alternative tools for strategic planning. The initial thesis was that if LEGO has been inspiring children to build their dreams for decades, perhaps adults can also build visions of the future of their companies.

Is LEGO® Serious Play® just an expensive team building method?

It is not, and that difference is crucial. LEGO® Serious Play® is not an exercise in relaxation between two dates. It is a structured facilitation method in which each participant builds a physical model in response to a specific business question and then explains the logic behind the model. The method rests on the assumption that the answers are already in the room, and that physical construction establishes a cognitive connection between hand and mind that an analytical approach cannot activate.

Who was the first company to use it?

The LEGO Group itself used the method internally during its own strategic crisis in the mid-1990s, when sessions with top management helped the company redefine its identity and find a way forward. Today, it is applied by serious organizations in the fields of finance, technology, education and the public sector, and UNICEF and BASF appear as users in academic research.

Is there a license fee for this method?

Since 2010, the LEGO Group has offered the methodology as an open model under a Creative Commons license. This means that the basic principles and philosophy are freely available to everyone. Today, there is a global community of certified facilitators who apply the method in hundreds of organizations around the world.

Be part of the dialogue