Interview with Michael Durst

The founder and CEO of iTonics, Michael Durst, and EDHEC's Professor of Strategy, and head of the EDHEC FIT Chair, René Rohrbeck, have been working together since 2015, combining their expertise in innovation management and strategic foresight to help organizations better prepare for the future. Their collaboration bridges the gap between academic research and practical application, leveraging tools like iTonics’ innovation platform and the forward-thinking frameworks developed by EDHEC’s FIT Chair.  

Together, they help companies proactively identify emerging trends, adapt to major transitions, and develop strategies that align with a rapidly changing global landscape. 

How would you describe iTonics? 

MD: iTonics is an innovation management software platform that helps organizations identify trends, evaluate opportunities, and manage their innovation processes effectively. Today, we build a software-as-a-service for organizations and allow for a smoother, more integrated, transparent and effective transition, but we started in 2009 as a software company specializing in innovation management and foresight tools.  

What did an average good day look like back in 2009? 

MD: Back in 2009, a good day pretty much consisted of managing to be in bed by three o’clock in the morning, getting code to work and seeing a dynamic trend radar visualization appear on your screen. The technology we used back then is now completely obsolete. At that time, it was all about survival—we were burning through our budgets, hoping for customers, with a product that wasn’t fully polished yet. Landing our very first customers later that year was a huge accomplishment.  

What about today?  

MD: Today, things couldn’t be any different. Just this morning, we signed another three-year contract with a major client. We’re now integrating advanced artificial intelligence into our software, enabling us to tackle “needle-in-the-haystack” challenges. It’s a game-changer for how foresight is conducted, bringing an entirely new level of excitement to the work we do. 

How do your software solutions allow companies to go from insight to innovation?   

MD: Our platforms and services help organizations identify, analyze, and manage trends, opportunities and risks to drive innovation and strategic decision-making. With a focus on trend and technology scouting, scenario planning, road mapping, and portfolio management, our solutions equip businesses to navigate uncertainty and maintain a competitive edge in today’s dynamic markets. 

How does Itonics’ expertise as a leading provider of innovation management software align with the FIT Chair’s mission?  

RR: The mission of the FIT Chair is centred around empowering firms to take a proactive approach to their future, allowing them to shape their own path forward. Our work focuses on preparing companies to adapt to major transitions, such as digitalization, while driving positive change. Through this work, we seek to identify positive tipping points that industries can help trigger. That way, we help organizations successfully navigate transformation and capitalize on emerging opportunities. The strength of our collaboration with iTonics lies in our shared commitment to advancing innovation and foresight by leveraging our complementary strengths. 

What prompted you to start working together? 

RR: We share a history of over 10 years in the industry, which has resulted in mutual trust and understanding. Driven by the rapid development of AI and automation in foresight and innovation, we have reached an inflection point in the industry. While these technologies present immense potential, they also come with the threat of embracing solutions without fully understanding their consequences. However, this also presents a unique opportunity to accelerate the discovery of solutions for our societal and planetary challenges. Our collaboration combines iTonics' deep insights into the emerging capabilities of AI and automated foresight, with the FIT Chair’s expertise in integrating these capabilities into modern corporate planning, strategy, and innovation management, creating a powerful synergy for navigating the future. 

How is this synergy put into practice? 

MD: iTonics offers the platform that is used every year to collaborate with over 160 students, more than 10 researchers and analysts, and 20+ industry partners to identify pathways for positive change in the industry.  

The FIT Chair is also running several ‘Future of’-programs, including one on the future of buildings. How do you go from iTonics collecting and analysing data, to invoking sustainable solutions for the building sector? 

RR: We conducted a Delphi analysis of nine major changes we are interested in in the building industry. One of the big questions we addressed was: ‘How can we accelerate renovation in Europe?’ Even when you manage to bring all the main decision-makers together around the table, everyone starts waiting for the other to act first. We know that renovation is well below the required level to reduce CO2 emissions in the building sector. We also know that we need to bring together the companies who are building climate solutions and the ones who are insulating our houses. We’ll also need to find people who provide us with larger houses on the same footprint so that we don't need to convert green areas into residential spaces. We know all of this, but we need a narrative, and we need a roadmap to make sure things get done. And that is what Michael and I do together: we map out scenarios and draw up the blueprints.     

Could you give an example of how you are helping new circularity models being implemented in the real estate industry?  

RR: Lowering the carbon footprint of buildings, which accounts for 26% of emissions in France, is indeed essential. A great example is Tarkett, a global leader in sustainable flooring solutions and surface materials, that is actively working on reducing the carbon footprint of the building industry by promoting the reuse of flooring materials. For this, they teamed up with JLL (Jones Lang Lasalle), a global professional services firm specializing in real estate and investment management. By reusing flooring, there is a significant reduction in the need for new materials, which in turn decreases carbon emissions associated with production and disposal. Through this partnership, Tarkett and JLL are leading efforts to transform the building sector into a more sustainable and resource-efficient industry. This approach also offers economic benefits by reducing material costs and waste management expenses. 

How does iTonics play a role in this development?  

MD: We provide the platform and tools needed to identify, analyze, and manage the emerging trends and opportunities in circularity for the building industry. Through our trend and technology scouting capabilities, we help JLL, Tarkett, and other industry partners stay ahead of developments related to circular business models. Our platform supports scenario planning and the evaluation of new solutions, which allows for informed decisions and design innovative approaches for reusing building materials, such as floors, in a sustainable and scalable way.  

The collaboration between iTonics and the EDHEC FIT Chair benefits both parties in distinct ways. What are the biggest benefits for you, and for your stakeholders?  

RR: Working with iTonics give us access to advanced innovation management and foresight tools, enriching their research and teaching initiatives. The partnership allows the FIT Chair to run sophisticated, real-time programs, equipping students and researchers with hands-on experience using the latest technology to address complex societal and industry-specific challenges. 

MD: Collaborating with René and his team makes cutting-edge academic insights and real-world applications available to us, which allows us to refine and test our tools in complex, collaborative projects. We also gain valuable feedback and practical experience, which helps us improve and scale our solutions while demonstrating their effectiveness in tackling foresight and innovation challenges. 

And what about the advantages for your partners? 

RR: They get the opportunity to jointly explore future industry trends, lead positive change, and shape the future of their sector. They also learn to understand how systematic approaches can accelerate innovation and drive the positive change needed to address pressing global challenges. 

How would you define success in the 4-year time horizon of the EDHEC Generation 2050 strategy? 

MD: We will continue to help industries develop and scale solutions that reduce CO2 emissions, promote sustainability across economic and environmental dimensions, and foster greater societal cohesion. 

RR: Our mission as a chair is to help identify scalable solutions that allow companies to become net positive and actively contribute to a sustainable future. For this, we will use all our resources, knowledge and technology. I’m confident that our collaboration with iTonics will grow even more impactful in delivering scalable and transformative solutions.  

For more information about iTonics, please visit their website

Read all about EDHEC’s Future of Buildings program here:

For more details about this program and scheduled events, please contact Agnieszka Bogucka - [email protected]