Their “radically human” approach seeks to turn assumptions about the basic building blocks of innovation upside down. Taken together, this upending of reigning assumptions about IDEAS – Intelligence, Data, Expertise, Architecture, Strategy – offers a new innovation framework for companies to chart a new course to the future, turbocharge revenue growth, and prepare to compete in a world where the human, and the humane, will be the means by which companies will succeed and the measure by which they will be judged.

They explore how industrial giants and startups alike are drawing on this IDEAS framework to differentiate themselves along four key dimensions: talent, trust, experiences, and sustainability. These four key areas will be critical for companies to compete successfully in the radically human future.

Over the past five years, three truths have emerged: all companies are now technology companies; companies have proved that they can wield technology to innovate and change with unprecedented speed; and in the human-technology nexus, the human is in the ascendant. This means as people’s skills, experiences, and, in some senses, humanity evolve in tune with new technologies, the technologies and their design will need to further adapt.

These truths, combined with a set of unprecedented global circumstances, have brought society to an inflection point–a once-in-a-generation opportunity to actively shape our future from the ground up. At this moment of truth for technology and for people, companies that fully embrace their newfound power to reimagine everything from their talent to data, architecture, and strategy will lead the way in business performance and to a future that works better for everyone.