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Rasheq Zarif is the Head of Lab1886 in Silicon Valley. His team focuses on incubating innovative products and services based on internally-generated ideas for business units that align with the Daimler strategy. Lab1886 has diverse experience in the emergence and development of new business opportunities in the U.S. Market. The areas include but are not limited to: smart cities, mobility solutions, logistics, and digital services.

Mr. Zarif has been in various strategic roles within the Mercedes-Benz organization for 15 years. Prior to that, he had held multiple research roles with UC Berkeley and the NYC Department of Transportation. Mr. Zarif graduated with an M.S. in Mechanical Engineering and Management of Technology from UC Berkeley and B.S. in Mechanical Engineering and Economics from Columbia University.

#newcreation | the power of open innovation: how does co-creation change the approach brands are taking to innovation?

The world is full of ideas, and companies are increasingly casting their net wider when it comes to innovation. Why come up with concepts and solutions within a narrow team, when you can tap into a global supply of originality? In a world where collaboration is facilitated by increasingly sophisticated digital tools, the benefits of open innovation far outweigh the risks, giving brands the edge in a competitive marketplace.

Watch Rasheq Zarif, Head of Lab1886 in North America, Christopher Peters, Head of Business Strategy at jovoto, and Randall Wright, Program Director at MIT, in a panel on 'The Power of Open Innovation: How Does Co-Creation Change the Approach Brands Are Taking to Innovation?'

Disclaimer: The views of me Convention speakers do not necessarily reflect the opinions of SXSW and Mercedes-Benz.