We pioneer innovation in the Czech market, setting the benchmark for others. And now we also teach it!

Bringing innovation to everyone

Learn, innovate, succeed: Access tested tools, learn from our mistakes, and master specific tasks. While we can't make you an expert innovator in a few hours, you'll leave with practical tips to enhance your everyday practice.

What we offer

Choose a course that suits you, or have one tailored specifically to your needs. We will adjust the schedule to fit your requirements.

Introduction to HCD

How to create successful products and services, minimize the risk of innovation investments, and make decisions based on evidence. A full-day course for those who create new things.

Duration: 8 hours

Capacity: maximum 10 participants

Dates: 5. 10., 2. 11.

Time: from 9 5 p.m.

Price: 3 900 CZK / participant

Instructor: Josef Dvořák, Karolína Kamlerová, Petra Kalousková, Michaela Stránská

  • You’ll gain concrete tips and tricks for designing innovations, tested through a series of projects.
  • You’ll acquire practical experience with the entire process through a sample example.
  • We will teach you the strategy of the innovation process and how to implement and communicate it.
  • You’ll discover which roles within the process suit you best.
  • Understanding why it makes sense to innovate using HCD.
  • Feedback in areas where you might be uncertain.
  • Materials that can be used in your own projects in various phases.

Innovation roadmap

Do you know how to set and follow the right product vision? We teach you how to use a roadmap as a strategic tool to plan and manage your innovation activities and projects.

Duration: 4 hours

Capacity: maximum 10 participants

Dates: 12. 10., 9. 11.

Time: from 3 to 7 p.m.

Price: 1 900 CZK / participant

Instructor: Josef Dvořák, Tomáš Bartl

  • Understand how successful innovators think.

  • Get easy-to-apply practices.

  • Learn how to effectively plan activities and manage your innovation team.

  • Your own roadmap created based on the tried and tested principles.
  • Concrete plan to get you started.
  • Guidance on how to set goals and measure their achievement.
  • Tips on how to work with backlogs.

Turning an Idea into Business

How to bring your idea, product or startup to life and find a viable business model for it. A practical and proven guide on how to increase your potential to succeed.

Duration: 4 hours

Capacity: maximum 10 participants

Dates: 19. 10., 16. 11.

Time: from 3 to 7 p.m.

Price: 1 900 CZK / participant

Instructor: Tomáš Bartl, Josef Dvořák

  • We will teach you how to always choose the most important aspect to focus on with your product/startup in order to move in the direction you desire.

  • You will grasp the creation and maintenance of a business model.
  • Simple checklist to proceed step by step.
  • Guide on how to verify that we are building a solution for an existing problem.
  • Procedures on how to effectively validate proposed solutions.
  • Types of business models.

Bottom-Up Corporate Innovation

Step into the future of corporate innovation with our exclusive course tailored for top managers. Discover how to foster "bottom-up" innovation without major investments and innovation teams.

Duration: 4 hours

Capacity: maximum 10 top leaders

Dates: 26. 10., 23. 11.

Time: from 3 to 7 p.m.

Price: 1 900 CZK / participant

Instructor: Petr Šídlo, Tomáš Bartl

  • Learn to remove mindset barriers preventing innovation to happen.
  • Gain strategies that can be easily integrated into your company culture.
  • Get insights from (un)successful innovations as well as lessons learned from projects in different industries.
  • Typology of innovations and strategies that have proven successful in large companies.
  • Personalized innovation roadmaps to assess innovation potential in your team and personal growth and motivation plans.
  • Continuous growth mechanisms in teams based on power of nudges and microlearning.
  • Guide on how to use gamification to motivate and reward innovation efforts in your team.
  • Useful toolbox for innovation.
  • Metrics for measuring and evaluating innovation.

HCD in healthcare

How to leverage HCD for your company and healthcare project to create meaningful solutions that benefit healthcare professionals and/or patients.

Duration: 8 hours

Capacity: maximum 10 participants

Dates: Give us a call and we'll make arrangements

Price: 3 900 CZK / participant

Instructor: Josef Dvořák, Petr Šídlo

  • You’ll acquire practical experience with the entire process through a sample example.
  • You’ll discover which roles within the process suit you best.
  • Understanding of why it makes sense to create new products and services for healthcare through HCD.
  • Feedback in areas where you may not be certain.
  • You’ll get concrete tips and tricks for designing healthcare innovations, tested through a series of international projects.

Customized course

Discover a personalized learning experience tailored to your interests. Contact us today, and let's create a customized course just for you.

Do you need advice on which course is the right one for you? Or whether the Academy is suitable for you?

Why choose us

Get more for less

If you decide to complete at least three of our courses, you will receive a 30% discount. And it's worth it.

We are flexible 

The courses take place either at our location or at your place. Depending on the agreement and the number of participants.

Free consultations

As a bonus, you will receive a free one-hour individual consultation with your project or idea for each course.

Meet the experts behind our courses

Petr Šídlo

Co-founder and partner of DP, who started in IT and, as he didn't want to do projects that would end up in a drawer, founded a company focused on innovation. Since people started coming to him, the company has grown to become the largest and oldest of its kind in the domestic market. Petr has a track record of successful projects for clients, building startups, and transforming the lives of many companies through the innovative culture he has cultivated within them.

Josef Dvořák

Partner at Direct People, an innovation leader with extensive experience in medtech and healthcare innovation. At Direct People, he has led projects such as Linet, which resulted in an alarm system that is successfully sold in 34 markets, including one of the toughest markets in the world - the USA. Pepa (short for Josef) is a true innovator at heart and a conqueror of new markets.

Tomáš Bartl

Our Chief Innovation Methodologist, strategist, and innovation leader, who has been building products and services at Direct People for almost ten years. Tomáš is strict and follows methodologies and insights from respondents. And one more thing. Everyone is surprised by how he thinks. The most common reaction when meeting Tomáš? Why didn't I think of that too...

Michaela Stránská

Míša has been conducting training since the early days of joining Direct People. She has led workshops for participants of the Social Impact Award competition and has conducted numerous trainings for clients. With her experience on projects for LMC, Anect, Česká spořitelna, and Kooperativa, she can share practical tips and advice on HCD, as well as innovation culture and innovation management.

Karolína Kamlerová

Senior innovator who has executed numerous projects with us and gained experience at Creative Dock as well. She has been involved in projects for Zátiší, Pražské služby, and scaling the school system Bakaláři. Currently, she is also leading the startup project Medibox. Kája's strengths lie in her empathetic approach and her ability to uncover the real needs of future customers, rather than just their stated needs, as well as her proficiency in providing further training in these areas.

Petra Kalousková

Petra enjoys listening to people's stories and uncovering their unspoken needs. She studied at Charles University and has extensive experience in research and innovation. Currently, she provides training at the development company V1. Her ability to leverage research findings to create products and services that truly fulfill customer needs is valuable for innovative teams and clients.

What participants say about the Academy

Satisfied clients

Have you made your choice or are you still hesitant? Write to us!

Are you interested in any of our courses, or do you want a customized course? Do you still have unanswered questions? Write to us, and we will get back to you.

Billing Information

Are you in hurry? Give us a call or send us a message directly

+420 724 048 808


Our courses are not based on theory but on years of practical experience. We have completed numerous projects, which means we have a wealth of examples of both good and bad practices. We are skilled trainers because we have been doing it for over a decade. We don’t come to train you in what we’ve read on the internet but to pass on the best of what we ourselves have been using for years. Our training will be conducted by our most experienced partners and senior project leaders.

We are flexible. Get in touch with us, and we’ll figure something out.

For innovation managers, team leaders, business owners, product managers in large companies responsible for new products/services. These courses will also be beneficial for team leaders, senior employees in large companies expected to have a positive impact on improvement, as well as departments where innovation is not the primary focus of work, such as IT, operations, customer care, and others. Our courses are for people with an open mind who are not afraid to do things differently and engage in completely different tasks.

Yes, beginner-innovators are welcome, and the courses will be interesting for you, although they are primarily designed for more senior professionals.

Yes, Direct Academy is open to individuals and groups. The ideal maximum number is around 10 people. If your team is larger, the training can be divided or customized for more people.

Use the form above, leave us your contact details, and we will get back to you. If you’re in a hurry, you can use the contact information provided on the website – email:, phone: +420 724 048 808.

Yes, if you order at least 3 courses, you will receive a 30% discount. Unfortunately, we do not offer group discounts. The price is set as low as possible to cover our organizational costs. We are not a training agency that relies on training as its primary source of income, but innovators who want to educate the market and spread the idea that it makes sense to create products and services that are beneficial to both customers and investors.

After finalizing the details, we will send you an advance invoice, which should be paid before the course takes place. If your company does not allow this, we will find an alternative approach.

All courses are conducted in Czech, but we can also provide training in English upon request.

If you notify us 48 hours before the course, you can reschedule it to another date or choose a different training for free. It is also possible to send a replacement. If you inform us less than 48 hours before the start of the course, the course fee will be forfeited.

If you are interested in further education, we can arrange an individual program. We are open to additional formats and courses that delve into greater detail.

Unfortunately, no. Each of our courses is unique, and the content is co-created by the participants, so we would have to record every course separately. Additionally, the information shared during the course may be sensitive for participants. Therefore, we always ask participants to keep the information they hear during the course confidential. However, after the course is completed, participants will receive the presentation and materials used during the course.