Professor Luís Filipe Lages
In an era defined by data abundance, artificial intelligence, and accelerating complexity, organizations are not failing because they lack information - they are failing because they cannot decide and innovate effectively.
Despite better tools, more data, and smarter people, decision-making and innovation remains slow, fragmented, and misaligned. Resources are committed too early to weak ideas or too late to high-potential opportunities. Innovation becomes costly, execution stalls, and value is lost in the gap between insight and action.
This is the paradox of modern organizations: more knowledge, worse decisions.
Luís Filipe Lages addresses this gap by creating the Value Creation Wheel (VCW) - a system designed to transform how individuals, organizations, and ecosystems make decisions, innovate, and allocate resources.
Developed over three decades, VCW turns complexity into a structured, scalable decision system that aligns stakeholders, clarifies priorities, and enables fast, evidence-based decisions. It replaces fragmented discussions and intuition-driven choices with disciplined evaluation, transparent criteria, and clear pathways to execution.
The result is not incremental improvement, but systemic change:
better decisions, faster execution, higher returns, and less waste.
From corporations to public institutions and international consortia, VCW is redefining decision-making as a core organizational capability - one that can be designed, scaled, and continuously improved.
Luís Filipe Lages is Full Professor at Nova School of Business and Economics, Portugal (PhD, University of Warwick), Director of the VCW Lab, and creator of VCW, a Decision Intelligence System. He has held visiting positions at Stanford University, London Business School, MIT Sloan School of Management, MIT School of Engineering, Korea University Business School, City University of Hong Kong, among others.
He has been involved in hundreds of VCW projects across numerous sectors, applying the system from start-ups to Fortune 500 companies. His research is published in top-ranked international scientific journals, and his work has been recognized with multiple awards, including the 2018 American Marketing Association Research in Excellence Award, and featured in The Wall Street Journal and Time. Through the VCW Lab @ Nova SBE, he has secured over €1,4 million in European Commission funding.
He teaches and advises leaders, organizations, and international consortia on how to design and implement Decision Intelligence Systems that scale - enabling better decisions, faster execution, higher returns, and less waste.