Sergey A. Naumov is a Ph.D. candidate in System Dynamics group at MIT Sloan School. His current research focuses on understanding effective business processes and dynamics of the diffusion of innovations in rapidly changing environment of customer preferences. Sergey received an MS in Engineering and Management from System Design and Management program at MIT and MS in Mechanical Engineering from Bauman Moscow State Technical University, cum laude, and was previously Head of Information Technology at a Moscow-based battery manufacturer and R&D Director at a start-up energy storage company in Germany, working on new product strategy and corporate IT network and security.