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Trari › TEDx Talks
Video taking off 453x its usual first day

Josemaria Siota's fix for companies stuck doing what works

A TEDxIESEBarcelona talk uses BMW, Adidas and LG to explain how established businesses can make room for outside ideas.

Channel: TEDx Talks Story of Trari Newsroom

Why this story? The video opened at a pace of 39,000 views a day, 451 times a normal first day on this channel (86).

How success can kill innovation—and how to fix it | Josemaria Siota | TEDxIESEBarcelonaHow success can kill innovation—and how to fix it | Josemaria Siota | TEDxIESEBarcelona

Things we can learn from the video

Press to jump

  1. 5:13Siota introduces "Translate, Tap, and Tie," his framework for connecting established companies with outside innovation.
  2. 6:07BMW's Startup Garage illustrates identifying specific internal problems before seeking startups that could solve them.
  3. 7:33Adidas's Carbon partnership illustrates looking beyond internal research teams and familiar sources of ideas.
  4. 9:54LG Ventures illustrates using external experts to assess conflicts of interest when considering new technology.

A startup may have a promising invention, but someone inside a big company still has to see a reason to use it. Josemaria Siota makes that gap the heart of his TEDxIESEBarcelona talk: the habits that keep a successful business running can also shut new ideas out.

The talk reached nearly 24,000 views in its first ten hours on TEDx Talks, far beyond the channel's usual start for regular videos. Its appeal is a practical question rather than a celebration of disruption: how do you get an established organization to try something unfamiliar?

Siota, executive director of IESE Business School's Entrepreneurship and Innovation Center, proposes "Translate, Tap, and Tie." The framework arrives about five minutes in, followed by examples that give each word a job.

"Translate" means starting with a specific internal problem, not an invention in search of a buyer. He points to BMW's Startup Garage, which identifies needs inside the company before approaching startups.

For "Tap," he turns to Adidas and its partnership with 3D-printing company Carbon on Futurecraft 4D shoes. The lesson is to look beyond the business's own research department and the familiar places everyone else searches.

"Tie" addresses what happens when an outside idea meets internal interests. Siota describes LG Ventures using external experts to assess conflicts of interest around adopting technology. In his account, finding an invention is only part of innovation: a company also needs a way to let it through the door.

Published on Trari

Where next?

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The facts
Channel
TEDx Talks
Subscribers
44,700,000
Channel views, last 7 days
10,615,245
Channel views, pace per day
1,595,914 (on a normal day: 1,614,908)
Video published
November 9, 2026
Video views so far
23,818 (less than a day online)
Video views, pace per day
39,000

The numbers

Siota's talk had an unusually fast start compared with TEDx Talks' regular uploads. The channel's overall daily viewing remained close to its usual level.

the video's first day
usual first day here
86
this video
39,000
subscribers
44,700,000
no significant change in the last 7 days
total views
9,186,920,901
views per day
1,595,914
typical day: 1,614,908
the video
views
23,818
likes
72
comments
2
days online
1
subscribers: this channel and similar channels
TEDx Talks
44,700,000
TED
28,000,000
TED-Ed
23,000,000
CrashCourse
17,300,000
The Infographics Show
15,500,000
Learn English With TV Ser…
12,200,000
As of November 10, 2026 · Data source: Trari Social News, Trari Traffic Trends and Ranking Platform, Google YouTube
Subscriber, view, like and comment counts are YouTube's. Rates, usual days, rankings, comparisons and categories are Trari's own calculations.
Developed with YouTube

💡 Test your knowledge

Which sportswear company does Siota cite for its partnership with 3D-printing company Carbon?