Lessons on Innovation

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  •  January 16, 2020
     2:00 pm - 6:00 pm

Lessons on Innovation from “The Toughest Test of Endurance in the World”

January is a time for resolutions, for looking out at the horizon of a fresh twelve months and deciding who we want to be in our businesses.  When that reflection involves integrating disruptive technologies into a business model, however, it’s easy to stall out and feel as though there are no right answers, only one that will be the least painful.

Recent years have propelled disruptive technologies to the forefront of almost every industry on the planet.  But how to decide which is the best fit, and when to jump into the market?  The prospect of intentionally disrupting a business’ momentum, even when necessary, can cause pangs of analysis paralysis that stifle its potential for growth. After all, with the rapid pace of technology development, something that much better must be right around the corner, right?

It doesn’t have to be that way.

Enter Doug Barton, President of UBIX.AI. Doug’s work with Artificial Intelligence and Machine Learning systems have produced incredible results, and on January 16, he will kick off our 2020 programming by discussing why we must make discarding that analysis paralysis a priority and how we can make steady, sustainable progress.


Don’t get bogged down by analysis paralysis – there’s work to do!


Doug’s talk, Lessons on Innovation from “The Toughest Test of Endurance in the World”, will explore the possibilities through an epic example of converging, operationalizing, and scaling disruptive technology for breakthrough performance. Together, we will cover the three most important lessons: (1) motivating action, (2) loving the questions that technology helps us solve, and (3) where and how to begin and why it’s easier to get started than you think.

We hope you can join us on Thursday, January 16, 2020, at MSOE Dierck’s Hall. Food and beverages will be provided, as well as tours of Dierck’s Hall and Rosie, its hallmark AI supercomputer.  Special thanks to Laura Schmidt, Director of Corporate Relations at MSOE, for graciously allowing us to use this incredible space to start out the new year.


Doug Barton Headshot

Doug Barton / President / UBIX.AI

Doug is President of UBIX.AI, an innovator in Artificial Intelligence (AI) and data science. A graduate of the University of Wisconsin and Kellogg at Northwestern, Doug previously served as Director of IBM Watson and also held senior leadership positions at IBM Big Data & Analytics. Doug’s latest work focuses on applying AI to process, product, and business model innovation and AI-on-AI to make augmented decision intelligence abundant, reliable, and cost-effective.

Doug has served four times as the performance director for Wisconsin ultra-cyclist Dave Haase in Race Across America. The event has been called “the toughest test of endurance in the world” by Outside magazine. It spans 3,100 miles where finishers spend eight to nine sleep-deprived days and nights on the road under conditions both extreme and unpredictable.

Doug has been invited to speak at industry and IBM conferences around the globe as well as Sports Innovation Summits and IEEE’s Annual International Body Sensor Networks Conference about design thinking, entrepreneurship, disruptive technology, and change.

Doug and his wife Kate have two daughters and live in Madison, WI. Doug is a six-time Ironman Triathlon finisher where he loves to bike and hates to run. Doug would love to hear from you—reach out to him at [email protected] or personal email at [email protected]. Connect with @bartond on Twitter and bartondoug on LinkedIn.


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1025 N Milwaukee St, Milwaukee, Wisconsin, 53202, United States


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