David Allemann co-leads the Swiss sports company On, one of the fastest-growing global sports brands. He puts a special focus on product, design, marketing, and the direct-to-consumer business of On. Previously, Allemann worked at the intersection of business and creativity at McKinsey & Company, as managing director of the advertising agency Young & Rubicam, and as CMO of design brand Vitra. In this presentation, Allemann shares how he and his co-founders built their shoe company on a spirit of exploration, innovation, and positivity, and what aspiring entrepreneurs can learn from their experience.