The "Joule Discovery Lab. A possible net zero future for mobility" came into play. It is the ITA Airways and Eni co-innovation project that aims to increase the entrepreneurial skills of the employees of the two companies and a new model of sustainable development between players in the national industrial system. The initiative was born for the growth of innovative startups with a strong impact on decarbonisation and circular economy and supports the organization in the development of an entrepreneurial mindset initiative. The project was born following the start of sustainable production for aviation, which in the short and medium term represent a tool to start anti-production transport towards decarbonisation; ITA Airways was the first airline and use them in Italy.