Peter Fisk

I grew up in Northumberland, actually born on the banks of the Tyne.

Sting, perhaps, not surprisingly, has been a fixture in my musical life. In fact, when I was at school, he was still a teacher at another nearby school, while playing evenings in local pubs. Then he found his way to London, and the Police.

Born Gordon Matthew Thomas Sumner on October 2, 1951, in Wallsend, on the banks of the River Tyne, Sting is a globally renowned musician, songwriter, and activist. Rising to fame as the frontman of The Police in the late 1970s and early ’80s, Sting helped define an era with hits like Roxanne, Every Breath You Take, and Message in a Bottle. The band blended rock, punk, and reggae influences, earning multiple Grammy Awards and international acclaim.

After The Police disbanded, Sting launched a highly successful solo career, showcasing his versatility across genres like jazz, classical, and world music. Albums such as The Dream of the Blue Turtles and Ten Summoner’s Tales further cemented his reputation as a thoughtful lyricist and skilled musician.

Beyond music, Sting is known for his activism, supporting human rights, environmental causes, and indigenous communities, notably through the Rainforest Foundation he co-founded. His intellectual curiosity, distinctive voice, and cross-genre appeal have made him an enduring figure in popular culture.

With a career spanning over four decades, Sting has sold over 100 million records worldwide and continues to tour, record, and engage in philanthropy. His impact on music and social issues has made him both a cultural icon and a committed global citizen.

Queen was my first ever live concert. It’s a Kinda Magic, at St James Park in 1986. It was a year after their global iconic moment at Live Aid a year earlier. While Freddie Mercury grabbed the limelight, it was Brian May’s guitar riffs which got me most.

Queen were a British rock band formed in 1970 in London, consisting of Freddie Mercury (vocals, piano), Brian May (guitar), Roger Taylor (drums), and John Deacon (bass). Known for their elaborate sound, theatrical performances, and fusion of rock, opera, and pop, Queen became one of the most iconic and successful bands in history.

Their breakthrough came with Bohemian Rhapsody (1975), a groundbreaking song that combined operatic and rock elements, becoming one of the most beloved tracks in music history. Queen’s ability to blend diverse genres, coupled with Mercury’s powerful voice and flamboyant stage presence, defined their sound. Hits like We Will Rock You, We Are the Champions, Somebody to Love, and Don’t Stop Me Now are still anthems of rock music.

Throughout the 1970s and 1980s, Queen continued to release successful albums, with A Night at the Opera (1975), News of the World (1977), and The Game (1980) further cementing their legendary status. After Mercury’s death in 1991, the band’s legacy endured, with subsequent tours and collaborations, including the partnership with Adam Lambert as their frontman.

Queen’s influence on music, fashion, and popular culture is immeasurable, and their timeless hits continue to resonate with audiences worldwide.

The Beautiful South was the soundtrack of my student years. Paul Heaton is such a master songwriter, but with a gentle Northern lilt. I loved the lyrics, the melodies, and the memories of those carefree years.

They were a British pop-rock band formed in 1988 by Paul Heaton and Dave Hemingway, both former members of the Housemartins. Known for their melodic tunes paired with often darkly witty, ironic, or melancholic lyrics, the band carved a unique space in the UK music scene. Their debut album, Welcome to the Beautiful South, featured the hit single Song for Whoever, showcasing their clever songwriting style and instantly recognizable sound.

Throughout the 1990s, the band released a string of successful albums, including Choke, Blue Is the Colour, and Quench, which spawned major hits like A Little Time (a UK number one), Rotterdam, and Perfect 10. Their music blended pop, soul, and alternative elements, often featuring lush arrangements and dual male-female vocals, with Jacqui Abbott joining as a key voice during their most commercially successful period.

The Beautiful South earned a reputation for intelligent, often satirical lyrics exploring relationships, politics, and British life, wrapped in deceptively cheerful melodies. Despite their mainstream appeal, they maintained a subversive edge.

The band disbanded in 2007, citing “musical similarities,” but their legacy endures through their timeless songs and the continued work of its former members, particularly in The South and Paul Heaton’s solo projects.

Crowded House were also my favourites at the time. Neil Finn’s band had a similar gift for a great tune. My abiding memory is driving a rental car from Wellington to Auckland in 1990 and listening to their latest album (cassette) non-stop.

They are a rock band formed in Melbourne, Australia, in 1985 by New Zealand singer-songwriter Neil Finn, along with Paul Hester and Nick Seymour. The band quickly gained international recognition for their melodic, emotionally resonant songs and tight musicianship. Their self-titled debut album, released in 1986, featured the global hit Don’t Dream It’s Over, which became an enduring anthem and remains one of their most iconic tracks.

Blending elements of pop, rock, and folk, Crowded House became known for their poignant lyrics, strong harmonies, and memorable melodies. Their follow-up albums, Temple of Low Men and Woodface, included beloved songs like Better Be Home Soon, Weather With You, and Fall at Your Feet. Tim Finn, Neil’s brother and fellow Split Enz alumnus, briefly joined the band during this period, contributing to their rich sound.

Despite internal changes and the tragic death of drummer Paul Hester in 2005, the band has continued to evolve. They reformed in 2007 and released several new albums, including Time on Earth and Dreamers Are Waiting (2021), with Neil’s sons Liam and Elroy joining the lineup.

Crowded House’s legacy is built on timeless songwriting, emotional depth, and a loyal global fanbase that spans generations.

One of the best concerts I ever went to was Prince, at Wembley Arena. I still remember the epic 30 minute version of The Gold Experience which he played towards the end of his show. He was wired, brilliant, enigmatic, and just loved his music.

Prince, born Prince Rogers Nelson on June 7, 1958, in Minneapolis, Minnesota, was a groundbreaking American singer, songwriter, producer, and multi-instrumentalist. Known for his flamboyant stage presence, incredible musicianship, and genre-defying sound, Prince became one of the most influential and innovative artists in music history. His work blended funk, rock, R&B, soul, pop, and new wave, creating a unique sonic identity that defied categorization.

His 1984 album Purple Rain, and the film of the same name, catapulted him to global superstardom, with hits like When Doves Cry, Let’s Go Crazy, and the iconic title track. Prince was a prolific artist, releasing over 30 albums during his lifetime, often playing most or all instruments on his recordings. He was also known for his fierce independence and battles over creative control and artist rights, famously changing his name to an unpronounceable symbol in protest of his record label.

Beyond his own music, Prince wrote hits for other artists, including Nothing Compares 2 U and Manic Monday. He passed away in 2016, but his legacy endures through his vast catalog, electrifying live performances, and lasting influence on artists across genres. Prince remains a symbol of artistic freedom, creativity, and fearless originality.

Eurythmics created a series of stunning songs. Annie Lennox carried on for years as solo artist. But it was Dave Stewart, songwriter and brilliant guitarist, who I loved most. Even creating the soundtrack for my first ever business presentation.

Eurythmics is a British musical duo formed in 1980 by singer Annie Lennox and musician Dave Stewart. Known for their innovative fusion of pop, synth, and new wave, the duo became pioneers of the 1980s electronic music scene. Eurythmics gained global fame with their 1983 album Sweet Dreams (Are Made of This), which featured the iconic title track, a synth-driven anthem that became one of their biggest hits. The song’s haunting melody, coupled with Lennox’s distinctive, androgynous look and powerful voice, defined the band’s unique style.

Eurythmics continued to release successful albums throughout the 1980s and 1990s, including Touch (1983), Be Yourself Tonight (1985), and Savage (1987), blending electronic, rock, and soul influences. Hits like Here Comes the Rain Again, Would I Lie to You?, and There Must Be an Angel (Playing with My Heart) further solidified their reputation as one of the most innovative acts of their era.

Beyond their music, Eurythmics was known for their striking visuals and bold, often politically charged messages. Annie Lennox’s powerful vocals and Stewart’s creative production made them one of the most influential and enduring acts in pop music. After disbanding in the 1990s, they occasionally reunited for special projects, leaving a lasting legacy in music.

Madonna was a supreme artist, constantly reinventing her music and herself. When I bought my first house, well flat, I could play music to my hearts content. It was the time of Vogue, Erotic, and Roy of Light.

Born Madonna Louise Ciccone on August 16, 1958, in Bay City, Michigan, she became a global pop icon, singer, songwriter, actress, and cultural trailblazer. Rising to fame in the early 1980s with hits like Holiday, Like a Virgin, and Material Girl, she quickly established herself as the “Queen of Pop.” Known for constantly reinventing her image and sound, Madonna pushed the boundaries of music, fashion, and social norms.

Her 1989 album Like a Prayer marked a turning point, blending pop with deeper themes of religion, sexuality, and personal empowerment. Over the decades, she has released numerous chart-topping albums, including Ray of Light, Confessions on a Dance Floor, and Madame X, showcasing her ability to evolve with the times while staying creatively relevant.

Madonna has also made a mark in film, fashion, and business, and is recognized for her boldness and influence on generations of artists. She’s a trailblazer for women in music, openly confronting sexism, ageism, and cultural taboos. With over 300 million records sold worldwide and countless awards, Madonna is not just a music legend—she’s a symbol of reinvention, resilience, and fearless self-expression. Her legacy continues to shape pop culture and challenge the status quo.

U2, for the sheer power and presence of their anthems, is my go to music on stage. For 20 years I hosted a huge conference each year in Istanbul, each year starting with a U2 blockbuster, and ending with a U2 finale to a thousand lighter flames held high.

The Irish rock band formed in Dublin in 1976, featuring Bono (Paul Hewson) on vocals, The Edge (David Evans) on guitar and keyboards, Adam Clayton on bass, and Larry Mullen Jr. on drums. Known for their anthemic sound, spiritual themes, and political engagement, U2 rose to global fame in the 1980s with their breakthrough album The Joshua Tree(1987), which included iconic tracks like With or Without You, Where the Streets Have No Name, and I Still Haven’t Found What I’m Looking For.

Blending post-punk roots with expansive soundscapes, the band became known for their emotionally charged performances and thought-provoking lyrics. Albums like Achtung Baby (1991) and All That You Can’t Leave Behind(2000) showcased their ability to reinvent themselves while maintaining their core identity.

Beyond music, U2 has been deeply involved in activism, particularly through Bono’s efforts to combat poverty, disease, and social injustice, including initiatives like DATA and the ONE Campaign. The band has sold over 170 million records worldwide and won more than 20 Grammy Awards.

U2 remains one of the world’s most enduring and influential bands, continually pushing creative boundaries while using their platform to inspire change and connect people globally.

Dido was prolific in her far to short career. Maybe it’s a little uncool to mention her, but each song was fabulous, and her voice haunting.  Jump into a taxi in New York or Berlin, and you’re sure to hear her even today.

Dido, born Dido Florian Cloud de Bounevialle O’Malley Armstrong on December 25, 1971, in London, is a British singer-songwriter known for her ethereal voice, introspective lyrics, and genre-blending sound that mixes pop, electronica, and folk influences. She rose to international fame with her debut album No Angel (1999), which became one of the best-selling albums of the early 2000s, fueled by hits like Here with Me and Thank You. The latter gained additional fame after being sampled in Eminem’s Stan, introducing Dido to a wider global audience.

Her second album, Life for Rent (2003), was equally successful, featuring tracks like White Flag and Life for Rent, which showcased her signature melancholy melodies and emotional depth. Dido’s music is characterized by its understated elegance, soothing vocals, and honest storytelling, often exploring themes of love, loss, and resilience.

Despite stepping back from the spotlight for periods to focus on family, Dido continued to release critically acclaimed music, including Safe Trip Home (2008), Girl Who Got Away (2013), and Still on My Mind (2019). With millions of albums sold worldwide, Dido remains a quietly influential figure in contemporary music, admired for her authenticity and timeless sound.

Moby‘s electronica has been a soundtrack to my travels in recent years. I travel a lot – every week for work, around the globe. There’s nothing like plugging in a few familiar tunes to escape the boredom of departure lounges and long flights.

Moby, born Richard Melville Hall on September 11, 1965, in Harlem, New York City, is an American musician, producer, DJ, and activist best known for his pioneering role in bringing electronic music to mainstream audiences. Emerging from the underground rave and dance scene in the early 1990s, Moby gained early recognition with tracks like Go, blending house, techno, and ambient sounds.

His breakthrough came with the 1999 album Play, a landmark release that fused electronic beats with vintage blues and gospel samples. Despite initial skepticism, the album became a massive global success, with all of its tracks licensed for film, TV, and commercials—an unprecedented feat at the time. Hits like Porcelain, Natural Blues, and Why Does My Heart Feel So Bad? showcased Moby’s talent for emotional, genre-defying music.

Throughout his career, Moby has released numerous albums spanning styles from punk to downtempo to orchestral. Beyond music, he is a passionate advocate for animal rights, veganism, and environmental causes, often using his platform for activism.

Known for his introspective nature and DIY approach, Moby remains an influential figure in electronic music. His work continues to resonate for its emotional depth, innovation, and message of compassion and social awareness.

Snow Patrol came to fame with their haunting Chasing Cars track. But the best album for me was their Reworked which remixed all of their best songs in hauntingly beautiful ways. They then played Reworked at an incredible Albert Hall concert.

Snow Patrol is a Northern Irish-Scottish alternative rock band formed in 1994 in Dundee, Scotland. The group is best known for their emotionally charged lyrics, atmospheric sound, and anthemic melodies. The core lineup consists of Gary Lightbody (vocals, guitar), Johnny McDaid (guitar, piano), Paul Wilson (bass), and Jonny Quinn (drums). Snow Patrol initially garnered attention with their debut album Songs for Polarbears (1998), but it was their third album, Final Straw(2003), that brought them international success.

Final Straw included hits like Run and Chocolate, both of which became radio staples and propelled the band into the mainstream. Their signature sound, blending indie rock with orchestral arrangements and introspective lyrics, struck a chord with listeners, earning them a dedicated fanbase.

The band continued their success with albums like Eyes Open (2006), which featured the global hit Chasing Cars. The song became one of their most iconic tracks, earning widespread recognition and becoming a staple of TV soundtracks.

Snow Patrol’s music explores themes of love, longing, and loss, often drawing on Lightbody’s introspective and poetic lyricism. With over 16 million albums sold worldwide, Snow Patrol remains one of the defining bands of the 2000s indie rock scene.

Coldplay is, perhaps inevitably, one of my favourite bands today. I love how three student friends can become such a global music writing force. Glastonbury was a highlight, and in particular, that slightly bohemian wonderful song, We Pray.

Coldplay is a British rock band formed in London in 1996, consisting of Chris Martin (vocals, piano), Jonny Buckland (guitar), Guy Berryman (bass), and Will Champion (drums). Known for their soaring melodies, heartfelt lyrics, and stadium-filling sound, Coldplay rose to fame with their debut album Parachutes (2000), featuring the breakthrough single Yellow. The album’s emotional sincerity and atmospheric style quickly won them a devoted global following.

Their follow-up albums, A Rush of Blood to the Head (2002) and X&Y (2005), solidified their status as one of the world’s biggest bands, with hits like Clocks, The Scientist, and Fix You. Over time, Coldplay evolved their sound to incorporate elements of electronic music, pop, and world music, as seen in albums like Viva la Vida or Death and All His Friends(2008), Mylo Xyloto (2011), and Everyday Life (2019).

Coldplay is known for visually stunning, emotionally uplifting live shows, as well as their commitment to sustainability and global issues. Their 2021 album Music of the Spheres continued their exploration of cosmic themes and collaborations, including a hit with BTS. With over 100 million records sold, Coldplay remains one of the most successful and influential bands of the 21st century.

Of course there were so many more. David Bowie is one of them. Another great innovator. Life on Mars was probably my favourite, an opera in 4 minutes. I still remember the way Lourde sang that song after his death as a tribute to him.

Bowie, born David Robert Jones on January 8, 1947, in London, was one of the most influential and innovative artists in modern music history. Known for his constant reinvention, Bowie pushed boundaries in music, fashion, and performance. His career spanned more than five decades, with a chameleonic ability to evolve with the times while maintaining an unmistakable artistic vision.

Bowie’s breakthrough came in 1969 with Space Oddity, but it was his 1972 persona as Ziggy Stardust, an androgynous rock star from outer space, that solidified his place in music history. Over the years, he ventured into genres ranging from glam rock and soul to electronic and industrial, creating landmark albums like The Rise and Fall of Ziggy Stardust and the Spiders from Mars, Young Americans, Low, and Heroes.

Known for his thought-provoking lyrics, experimental soundscapes, and boundary-pushing performances, Bowie influenced countless artists across genres. His iconic tracks, like Life on Mars?, Heroes, Let’s Dance, and Rebel Rebel, remain timeless.

Bowie also ventured into acting, starring in films like The Man Who Fell to Earth and Labyrinth. His final album, Blackstar (2016), released just days before his death, was a haunting and poetic farewell, further cementing his legacy as a true cultural icon.

Lamborghini was a tractor company. Samsung was a grocery store. Lego was a wooden toyshop. Nintendo made playing cards. LG was a facial cream. IKEA was a pen company.

In today’s fast-changing markets, the ability to reinvent yourself can often make the difference between thriving and fading into irrelevance. Reinvention isn’t just a buzzword—it’s a crucial survival strategy that allows companies to evolve in response to shifting market dynamics, changing consumer expectations, and disruptive technologies.

This reinvention can take many forms, from overhauling business models to reimagining a company’s purpose and vision. By embracing reinvention, organisations can chart new courses, seize emerging opportunities, and secure long-term success.

The need for reinvention

Most organisations are unlikely to survive the next 10 years, unless they reinvent themselves. Rapidly emerging technologies, evolving consumer attitudes and behaviours, and increasing competition all drive the need for businesses to adapt.

The average lifespan of companies in the S&P 500 has decreased from 67 years in 1920 to about 15 years today. This trend is expected to continue, with half of the companies in the S&P 500 predicted to be replaced within the next 10 years if current trends continue.

Traditional business models that once guaranteed success may now be insufficient in the face of new challenges. Companies that fail to reinvent themselves risk becoming obsolete. Conversely, those that embrace change can find new growth avenues, strengthen their competitive edge, and build deeper relationships with customers.

Reinvention is a response to this dynamic environment. It goes beyond mere improvement or iteration; it involves rethinking how a company operates, how it connects with customers, and how it delivers value. Reinvention can be intentional and strategic, or it can be a reaction to external pressures—economic shifts, technological advances, or shifts in consumer behaviour—that demand immediate change.

Great examples of reinvention

The business world abounds with stories of reinvention – both start-ups who quickly realise they need to adapt their initial dreams, to well established companies who ride with changing nature of consumers and markets. Instagram was originally called Burbn, enabling users to share their location, typically bars and restaurants. Youtube started as a video dating site called Tune In Hook Up.

The best stories of reinvention are in larger companies. This is where a profound change in thinking is demanded to sustain long-term success. These companies realised that as the world changes, they have to change. Not just in creating new products and services, but in their fundamental purpose, sector, business model, strategy, organisation and culture:

• Nokia: from paper mill to a rubber company to a ship builder, to a telecoms business known for mobile phones and now focuses on network infrastructure.
• IBM: from hardware manufacturer to IT services and consulting firm, including cloud computing, and AI innovations like IBM Watson.
• Alibaba: from B2B e-commerce platform called China Pages into a consumer platform (AliExpress) to entertainment, online grocery (Hema), and healthcare.
• Disney: from animation and film production, into television, theme parks, and streaming platform with brands like Marvel and Star Wars.
• Samsung: from textiles and groceries into consumer electronics like the Galaxy mobile phone series, and one of the largest producers of semiconductors.
• Nintendo: from playing card manufacturer, into an iconic video game company behind franchises like Super Mario and Zelda.
• Grupo Bimbo: from a small Mexican bakery, to the world’s largest bakery products company (incl. Sara Lee and Entenmann’s) and health foods.
• Amazon: from online bookstore into an e-commerce “everything store”, to cloud services (AWS), streaming (Prime Video), and AI-driven logistics.
• Siemens: from electrical engineering and telegraphs, to digital infrastructure healthcare tech (Siemens Healthineers), and energy efficiency solutions.
• Natura: from cosmetics made from natural ingredients in Brazil, to a global portfolio of sustainable brands including Aesop and The Body Shop.
• Slack: from video game company called Tiny Speck with a game called Glitch to become a leading workplace collaboration and productivity tool.
• Tata: from steel and heavy industry, into automotive (eg acquiring Land Rover Jaguar), to hospitality, food and beverage, and a global technology provider.
• Netflix: from DVD rental by mail, into a streaming service and became a major content producer with award-winning original productions, and now gaming.
• Paypal: from online payments for eBay transactions, to a global digital payment platform, including peer-to-peer transfers (via Venmo), credit, and crypto.
• Shopify: from online store for snowboarding equipment, to become an e-commerce platform powering retail businesses worldwide.

Reinventing every aspect of business

Reinvention touches every facet of business: from strategy and business models to culture, leadership and performance. Below, we explore how each of these dimensions is being reimagined by forward-thinking organisations around the world:

Reinventing strategy … from predictive planning to adaptive platforms

Traditional strategic planning—anchored in stability, annual reviews, and five-year roadmaps—has given way to fluid, real-time strategy. In a world of relentless change, strategy must be a living process, where organisations continuously sense shifts in the market and respond fast.

DBS Bank in Singapore exemplifies this shift. Once a staid local bank, DBS has reinvented itself as a tech company with a banking license. Its “GANDALF” strategy (inspired by global tech giants) enables it to evolve its digital platforms, experiment with new ventures, and lead Asia’s fintech revolution. Strategic agility is now central, with teams empowered to pilot and scale ideas rapidly, aligned to customer needs and ecosystem opportunities.

Reinventing innovation … from R&D Labs to open ecosystems

Innovation can no longer be a siloed department—it must be embedded across the organisation and expanded into networks and ecosystems. The best innovators now blend human creativity with AI-powered insights, internal capabilities with external partnerships.

GitLab, a DevOps company born remotely, thrives by enabling distributed, transparent, and continuous innovation. Meanwhile, DeepMind, based in the UK, reimagines innovation through AI to solve complex problems—from protein folding to energy optimisation. The key is dynamic learning and collective intelligence.

Reinventing business models … from pipelines to platforms

The shift from ownership to access, products to services, and control to collaboration is redefining business models. Traditional linear value chains are giving way to ecosystem thinking and platform dynamics.

Shopify, a Canadian e-commerce company, didn’t just build a tool for online stores—it built a global platform where millions of merchants, developers, and partners co-create value. Its business model scales through network effects, embedded services, and third-party integrations. Similarly, Tesla disrupted the auto industry by integrating energy, software, and services into a vertically integrated platform model.

Reinventing brands … from identity to activism

A brand today is no longer just a logo or marketing message—it’s a vehicle for values, a social actor, and a lived experience. Customers expect brands to take a stand on societal and environmental issues, and deliver authentic value in every interaction.

Patagonia has redefined what it means to be a purpose-driven brand. From suing the US government over public lands to giving away ownership to fight climate change, the brand leads with bold actions. In South Korea, Amorepacificrepositions beauty as wellness and sustainability, aligning product innovation and brand storytelling with ecological responsibility.

Reinventing experiences … from transactions to transformations

Customers today don’t just buy products—they buy experiences, outcomes, and shared identities. Experience is the new differentiator. Reinvention means designing every touchpoint around the customer’s life—not the company’s processes.

Disney has masterfully reinvented its customer experience through Disney+, blending content, data, and personalization across digital and physical worlds. On Running, the Swiss sportswear brand, combines tech-infused shoes, sustainability stories, and community experiences to offer more than athletic gear—it sells a performance lifestyle with purpose.

Reinventing organisations … from hierarchies to networks

Rigid hierarchies and departmental silos stifle agility and innovation. The new organisation is a living system—flat, cross-functional, self-organising. It thrives on speed, fluidity, and empowered teams.

Haier in China has dismantled its traditional corporate hierarchy to become a “microenterprise” ecosystem—over 4,000 autonomous teams run as mini start-ups within the larger group. This radical decentralisation fosters entrepreneurship, responsiveness, and accountability at scale. In Europe, Spotify introduced “squads” and “tribes” to scale agile work structures globally.

Reinventing culture … from control to creativity

Culture is no longer a background issue—it’s the front line of transformation. Today’s high-performing cultures value experimentation, inclusivity, resilience, and purpose. Reinventing culture means building psychological safety, growth mindsets, and the freedom to challenge.

Netflix famously champions a culture of “freedom and responsibility.” Employees are trusted to act in the company’s best interest and empowered to make bold decisions. Unilever, meanwhile, embeds purpose at the core of its culture, training thousands of “purpose ambassadors” and linking employee engagement to social impact.

Reinventing leadership … from command to co-creation

The role of the leader is evolving—from visionary and controller to coach and catalyst. In volatile times, the most effective leaders are those who inspire, listen, learn fast, and lead through shared purpose.

Satya Nadella’s transformation of Microsoft is one of the clearest examples of leadership reinvention. He shifted the culture from know-it-all to learn-it-all, prioritised empathy and curiosity, and opened the company to partnerships and openness. In Africa, Phuthi Mahanyele-Dabengwa, CEO of Naspers South Africa, champions inclusive leadership, digital empowerment, and long-term innovation for impact.

Reinventing performance … from profit to progress

Finally, the definition of business success is shifting. Performance is no longer measured solely by short-term financial results, but by broader metrics of long-term value—social, environmental, and economic. The shift to stakeholder capitalism is redefining what great looks like.

Danone became the first listed company to adopt “Entreprise à Mission” status in France, embedding social and environmental goals into its legal structure. It tracks health, sustainability, and trust alongside revenue and margins. Meanwhile, Schneider Electric ranks as one of the world’s most sustainable companies, linking executive compensation to ESG outcomes.

Reinvention … as a Continuous Capability

What unites these examples is not a one-time pivot, but an ongoing capacity to reinvent. Reinvention is not a project—it’s a mindset, a muscle, and a method. It requires ambidexterity: the ability to exploit today while exploring tomorrow. It means building systems that sense and respond to change, and cultures that embrace uncertainty as a source of opportunity.

From Indian tech giants like Reliance Jio, creating a digital lifestyle ecosystem, to Nordic innovators like IKEA, rethinking circularity and low-carbon living, the future belongs to the reinventors—those willing to challenge themselves before the market does.

As Peter Drucker once said, “The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic.” Reinvention is the antidote to irrelevance. In a world of relentless change, the only sustainable strategy is to stay in motion.

Business impact of reinvention

Reinventing a company can initially be about survival, but it is also about profitable growth, and also having a broader net positive impact on the environment and society. The impact of reinvention varies depending on the company, the industry, and the strategies adopted, but several studies and real-world examples show that companies can see significant benefits from transformation efforts. Below are some key statistics and examples of how reinvention can impact financial performance:

Companies that have successfully executed digital transformations can experience up to a 20% improvement in cash flow and 10-15% revenue growth on average. Additionally, they report a 30-50% reduction in costs due to efficiency improvements and better customer experiences. (McKinsey, 2022). Since embracing the Azure cloud platform, Microsoft’s cloud revenue surged. In Q2 2021, Azure grew by 50% year-over-year, helping Microsoft’s total revenue increase by 17%, and net income grew by 33%. By focusing on cloud computing, Microsoft transformed from a traditional software company into a dominant player in cloud services, with Azure contributing nearly 30% of its total revenue.

Companies that complete successful transformations outperform the market by 3x over a period of five years. Bain also found that about 70% of transformations fail, meaning that successful reinvention can produce outsized returns for companies that get it right. (Bain 2018). Between 2012 and 2022, Netflix’s market value increased from $8.5 billion to over $200 billion, reflecting a 25x increase in value. Its subscriber base grew from 23 million in 2011 to over 230 million in 2022. Revenue grew from $3.2 billion in 2012 to $31.6 billion in 2022, with net income growing from $226 million to $4.5 billion in that time.

Companies that embrace sustainability found that those with a focus on environmental, social, and governance (ESG) goals have outperformed the market by 3-6% annually over a 10-year period. These companies also see higher employee satisfaction and brand loyalty (HBR 2019). After acquiring The Body Shop in 2017 and Aesop in 2012, Natura’s revenue grew by 45% between 2017 and 2020, and the company became a leader in eco-friendly products. Natura’s focus on sustainability and natural ingredients has also led to higher customer loyalty and brand equity, resulting in strong market share in Latin America and globally.

Companies using data analytics to improve operations and customer experience are 5x more likely to make faster decisions and 3x more likely to achieve above-average profitability compared to their peers. Inditex, revolutionized the retail fashion industry by using real-time data analytics to quickly adjust inventory and respond to customer preferences. By integrating big data into its supply chain and production processes, Zara reduced inventory waste, shortened lead times, and improved profit margins. As a result, Zara has maintained high same-store sales growth and profitability. The company has grown from $10 billion in revenue in 2002 to over $32 billion in 2022, with operating profit margins consistently above 10%.

Leading the revolution 

While reinvention can yield enormous rewards, it is not without its challenges. Companies must be willing to take risks, confront failure, and often make tough decisions about the direction of their business. Reinvention may require major investments in research and development, technology, or talent acquisition. Additionally, the need to balance short-term performance with long-term vision can be a difficult tightrope to walk.

One of the biggest challenges of reinvention is overcoming internal resistance to change. Employees and leaders alike may be attached to the company’s legacy practices and products. For successful reinvention, a company must foster a culture of innovation and openness to new ideas, even if they challenge the status quo.

 Reinvention is a complex, multifaceted process that requires bold thinking, creativity, and leadership. Companies that successfully reinvent themselves are able to navigate changing market conditions, anticipate future trends, and build deeper connections with their customers. Whether it’s through redefining a business model, refreshing a brand, or embracing new technologies, reinvention is a key to enduring success in today’s fast-paced, ever-evolving business environment.

As we look to the future, businesses that are committed to reinvention will continue to be the ones that thrive—those that can reinvent their products, their organizations, and their leadership will set the stage for the next era of innovation and growth. Reinvention is not a one-time event; it is an ongoing process that requires continuous adaptation, learning, and forward thinking. It is the hallmark of resilient, forward-thinking companies that refuse to rest on their laurels and instead embrace the constant change that defines the modern business world.

Building a faster and more entrepreneurial organization to succeed in fast-changing markets is a multifaceted challenge that requires a comprehensive approach. Here’s a guide that draws from academic models and lessons learned from successful companies to help you on this journey:

10 ways to think and act like an entrepreneur

The pace of change in today’s markets is unprecedented. Technology advancements, globalization, and shifting consumer preferences mean that businesses must be agile and innovative to stay competitive. As a business leader, fostering an entrepreneurial mindset within your organization can drive creativity, quick decision-making, and resilience.

1. Customer inspiration

Start with a customer-centric approach that ensures that the organisation remains aligned with rapidly changing markets. It also embraces a problem solving approach, rather than just selling products. This involves:

• Understanding Customers: Continuous deep, formal and informal ways to gain more insight.
• Delivering Value: Creating products and services that meet customer needs and exceed their expectations.
• Building Relationships: Developing strong relationships with customers to enhance loyalty and retention.

Apple’s customer-centric approach is evident in its product design, retail experience, and customer support. By prioritising customer needs and delivering exceptional value, Apple has built a loyal customer base and a strong brand.

2. Founder spirit

Have a founder mindset, even in a large corporation. Not just the boss, everyone. An entrepreneurial culture encourages employees to take risks, think creatively, and act like owners. This culture can be cultivated through:

• Empowerment and Autonomy: Giving employees the freedom to make decisions and pursue innovative ideas.
• Rewarding Innovation: Implementing incentive systems that reward creativity and successful risk-taking.
• Learning from Failure: Encouraging a mindset that views failures as opportunities for learning and growth.

Google’s “20% time” policy, which allows employees to spend 20% of their time on projects of their choosing, has led to the development of successful products like Gmail and Google News. This policy fosters a culture of innovation and entrepreneurial thinking.

3. Technology enablers

Technology plays a crucial role in enabling agility and fostering an entrepreneurial spirit. By embracing digital transformation, organizations can streamline processes, enhance decision-making, and create new value propositions.

• Cloud Computing: Facilitates scalability and flexibility.
• Data Analytics: Provides insights for informed decision-making.
• Automation: Streamlines repetitive tasks, freeing up employees to focus on higher-value activities.

Netflix’s transition from a DVD rental service to a streaming giant was driven by its ability to leverage technology. By harnessing data analytics, Netflix offers personalized content recommendations, enhancing customer satisfaction and retention.

4. Work agility

Agility refers to the ability of an organisation to rapidly adapt to market changes. Anticipating change with more foresight, responding to change with speed. This concept is supported by various academic models:

• The Dynamic Capabilities Framework (Teece, Pisano, and Shuen, 1997) emphasizes the importance of an organization’s ability to integrate, build, and reconfigure internal and external competencies to address rapidly changing environments.
• The Lean Startup Methodology (Ries, 2011) advocates for a build-measure-learn approach, emphasizing continuous innovation and customer feedback loops.

Amazon’s ability to constantly innovate and adapt to market changes is a testament to its agility. By fostering a culture that encourages experimentation and rapid iteration, Amazon has successfully entered and dominated multiple markets, from e-commerce to cloud computing.

5. Fast teaming

Agile methodologies, originally developed for software development, can be applied across the organisation to enhance responsiveness and collaboration. But the real point is teams – small, fast, cross-functional, experimental teams:

• Iterative Development: Breaking projects into small, manageable iterations.
• Cross-Functional Teams: Encouraging collaboration among employees with diverse skill sets.
• Continuous Feedback: Regularly soliciting feedback to make improvements.

Spotify uses the “Spotify Model,” a framework that emphasizes squad autonomy, tribes, and chapters. This approach enables Spotify to innovate rapidly and respond to market changes efficiently.

6. Flat structure

An organization’s structure significantly impacts its ability to be agile and entrepreneurial. Consider the following strategies:

• Flat org: Reducing layers of management to speed up decision-making.
• Fluid work: Forming small, cross-functional teams focused on specific projects.
• Work together: Promoting open communication and collaboration across departments.

Zappos adopted a holacracy, a decentralized management system that replaces traditional hierarchies with self-organizing teams. This approach has empowered employees and fostered a more agile and innovative culture.

7. Growth mindset

Successfully navigating fast-changing markets requires effective change management. This involves:

• Communicating Vision and Strategy: Clearly articulating the organization’s vision and strategy to all employees.
• Engaging Employees: Involving employees in the change process to gain their buy-in and commitment.
• Providing Training and Support: Offering training and resources to help employees adapt to new ways of working.

Under CEO Satya Nadella’s leadership, Microsoft underwent a significant cultural transformation. By fostering a growth mindset, emphasizing collaboration, and embracing change, Microsoft revitalized its innovation capabilities and market position.

8. Ecosystem building

Collaborating with external partners can enhance an organization’s agility and entrepreneurial capabilities. Strategic partnerships and ecosystem building can provide access to new technologies, markets, and expertise.

• Partners: Let go of the all mindset that you need to own or do everything yourself.
• Open Innovation: Collaborating with external partners to drive innovation.
• Ecosystem Building: Creating a network of partners to co-create value, win-win.

Apple’s success is partly due to its extensive ecosystem of partners, including app developers, hardware suppliers, and service providers. This ecosystem enables Apple to innovate continuously and deliver integrated solutions.

9. Inspiring leadership

Effective leadership is crucial for building a faster and more entrepreneurial organization. Leaders should:

• Inspire and Motivate: Articulate a compelling vision that inspires and motivates employees.
• Lead by Example: Demonstrate the desired behaviors and values.
• Encourage Risk-Taking: Support employees in taking calculated risks and experimenting with new ideas.

Elon Musk’s visionary leadership has been instrumental in Tesla’s success. By setting ambitious goals and fostering a culture of innovation, Musk has driven Tesla to become a leader in electric vehicles and renewable energy.

10.  Energising progress

Investing in employee learning and development is essential for fostering an entrepreneurial culture and staying competitive in fast-changing markets. Key strategies include:

• Continuous Learning: Encouraging employees to continuously acquire new skills and knowledge.
• Mentorship Programs: Pairing employees with mentors to provide guidance and support.
• Innovation Training: Offering training programs focused on creativity, problem-solving, and innovation.

Adobe’s “Kickbox” program provides employees with a toolkit for innovation, including a prepaid credit card to fund their projects. This program encourages employees to experiment and develop new ideas, fostering a culture of innovation.

Building a faster, more entrepreneurial organization to succeed in fast-changing markets requires a comprehensive and multifaceted approach. By embracing agility, fostering an entrepreneurial culture, leveraging technology, implementing agile methodologies, enhancing organizational structure, embracing change management, forming strategic partnerships, providing effective leadership, investing in learning and development, and prioritizing customer-centricity, business leaders can position their organizations for long-term success.

Incorporating lessons from academic models and successful companies, these strategies can help you navigate the complexities of today’s markets and drive sustainable growth. Remember, the journey towards building an agile and entrepreneurial organization is ongoing, requiring continuous learning, adaptation, and innovation.

China is becoming the world’s leading technological innovator, and now dominates industries from clean energy to electric mobility. It outspends every other nation on R&D, and files around 70% of the world’s patents, including 60% of those for AI. It makes 65% of the world’s EVs (almost all for domestic sales), and 74% of the world’s lithium batteries.

Over the last decade, companies like Alibaba and Tencent opened the world’s eyes to the scale of Chinese companies, and their potential domestic markets. Yet Chinese products were initially seen as low-cost copycats.

Now a new generation of companies are leading in quality and innovation too.  Companies like BYD and Nio, Longi and CATL, are now seen as global leaders in electric mobility and clean energy. Shein and Temu have disrupted the world with ultra fast fashion. Bytedance is the parent company of TikTok, that drives the social lives of GenZ around the world.

Beyond tech, Kweichou Moutei, for example, is now the world’s most valuable drinks company, illustrating the rise of the world’s largest consumer market, now with discerning tastes and money to spend.

• Alibaba: from Jack Ma to connecting the world’s businesses
• BYD: Build Your Dreams, the world’s leading EV company
• Bytedance: Zhang Yimin and the rise of social media giant TikTok
• Haier: rendanheyi, the concept behind the world’s home appliances leader
• Huawei: building an intelligent world, through devices and networks
• Kweichou: the world’s most valuable drinks company
• Nio: building a luxury car brand beyond cars, for a joyful lifestyle
• Oppo making tech friendly with smiley faces and human touch
• Shein: the rise of the world’s ultra fast fashion platforms, Shein and Temu
• Xiaomi: Lei Jun’s tech innovator from MiPhones to the SU7

China’s economy may appear to faltered in recent years, China has made substantial strides in revitalizing its economy in recent years, particularly through the promotion and development of high-tech industries and clean energy sectors. These emerging fields are central to the nation’s economic transformation, as China aims to shift from being the world’s factory to a global leader in innovation, technology, and sustainability.

Through a combination of state-driven policies, significant investments in research and development, and an increasingly dynamic private sector, China is laying the groundwork for a more sustainable, high-tech economy that will shape the future of global business.

A new generation of Chinese companies has been at the forefront of this transition. These firms are excelling in fields such as artificial intelligence (AI), electric vehicles (EVs), renewable energy technologies, and semiconductors. Their rapid growth and ability to innovate are challenging established players from Silicon Valley, Europe, and other advanced economies. Not only are these companies transforming China’s economic landscape, but they are also positioning the country as a dominant player in the global business environment.

Electric Vehicles: Leading the Charge

The electric vehicle (EV) sector is one of the most prominent examples of China’s economic revitalization. Companies such as BYD, Nio, and XPeng Motors have emerged as global leaders in EV technology, surpassing their Western counterparts in several key areas.

• BYD: Founded in 1995, BYD (Build Your Dreams) has evolved from a battery maker into one of the world’s largest manufacturers of electric vehicles and batteries. With its vertical integration model, BYD controls key elements of its supply chain, including the production of batteries, electric drivetrains, and vehicle assembly. In 2023, BYD became the world’s largest EV maker, surpassing Tesla in sales volume for the first time. The company is also a leader in battery technology, particularly in its development of iron-phosphate batteries, which offer advantages in safety, cost, and performance over traditional lithium-ion batteries.
• Nio: Nio is another key player that has taken the global EV market by storm. The company is known for its premium electric SUVs and sedans and has focused heavily on the user experience, offering features like swappable batteries, which allow drivers to replace a depleted battery with a fully charged one in minutes at dedicated stations. NIO’s focus on autonomous driving technology and its cutting-edge AI-powered in-car systems have given it a significant edge in the growing premium EV market.
• XPeng Motors: XPeng is a major competitor in China’s EV market, known for its smart EVs that emphasize AI, autonomous driving, and connectivity. The company’s focus on software integration, including its proprietary XPILOT autonomous driving system, allows its vehicles to offer a level of automation and intelligence on par with Tesla’s Autopilot. In addition, XPeng’s aggressive push into international markets—starting with Europe—shows its ambition to become a global leader in EV technology.

These companies benefit from favorable government policies, including subsidies for EV purchases and investments in charging infrastructure. Moreover, they are poised to dominate the global EV market as the world transitions toward sustainable transportation.

Clean Energy: A Green Revolution

China is also making major strides in renewable energy, particularly solar and wind power. The country has become the world’s largest producer of solar panels and is rapidly expanding its wind and hydropower capacity. In addition, China is investing heavily in energy storage technology to support the transition to a clean energy future.

• LONGi Green Energy: As the world’s largest manufacturer of solar panels, LONGi Green Energy is a key player in China’s renewable energy push. The company is a global leader in the production of high-efficiency monocrystalline silicon solar cells and modules. LONGi’s commitment to research and development has allowed it to stay ahead of competitors by continuously improving the efficiency and cost-effectiveness of its solar products. The company has also been expanding its global footprint, with operations in markets such as India, the U.S., and Europe.
• Goldwind: Another notable company is Goldwind, one of the world’s largest manufacturers of wind turbines. Goldwind has a significant presence in both domestic and international wind energy markets. Its technological innovations, such as advanced turbine designs and smart wind power solutions, have enabled the company to lower the cost of wind energy generation and improve efficiency. With growing demand for clean energy, Goldwind is well-positioned to continue its leadership in the global wind power market.
• CATL (Contemporary Amperex Technology Co. Limited): China’s dominance in clean energy extends beyond generation to storage solutions. CATL is a world leader in lithium-ion batteries and energy storage systems. The company supplies batteries for electric vehicles and renewable energy projects, including solar and wind farms, ensuring that clean energy can be efficiently stored and utilized. CATL’s cutting-edge battery technology, including its development of solid-state batteries, positions it at the forefront of the clean energy revolution. As the global demand for energy storage solutions continues to grow, CATL’s role in shaping the future of energy is increasingly critical.

AI and Semiconductor Industry

In addition to clean energy, China is also prioritizing technological innovation in fields such as artificial intelligence (AI) and semiconductors, which are essential for the future of business. AI is transforming industries ranging from manufacturing to healthcare, and China’s leadership in AI development is powered by companies like Baidu, Tencent, and SenseTime.

• Baidu: Known as the “Google of China,” Baidu is a leader in AI research, particularly in natural language processing, autonomous driving, and machine learning. Baidu’s Apollo project is one of the world’s most advanced autonomous driving platforms, and its AI capabilities are now being integrated into a range of applications, from healthcare diagnostics to smart cities.
• Tencent: Tencent, primarily known for its social media and gaming platforms, is also making significant strides in AI and cloud computing. The company’s AI solutions are widely used in various sectors, including finance, e-commerce, and healthcare. Tencent is developing AI-driven platforms that optimize business processes, improve customer experiences, and create new revenue streams for enterprises.
• SenseTime: As one of the world’s leading AI startups, SenseTime focuses on computer vision and deep learning. Its technologies are used in areas such as facial recognition, security, and healthcare. The company’s AI-powered solutions have become integral to China’s smart city initiatives, enhancing public safety, traffic management, and urban planning.

Meanwhile, China’s semiconductor sector, led by companies like SMIC (Semiconductor Manufacturing International Corporation), is also gaining ground. Although still behind global leaders like TSMC and Intel, China’s semiconductor industry is growing rapidly as the country works to reduce its dependence on foreign chipmakers.

Global Impact and Future Outlook

China’s high-tech and clean energy companies are not only revitalizing the domestic economy but also reshaping global industries. By producing cutting-edge products, driving down costs, and investing in next-generation technologies, these companies are setting the stage for a future where China plays a central role in the global economy.

The government’s “Made in China 2025” initiative and its commitment to “green development” are key factors in this transformation. Through state-led investments in infrastructure, education, and R&D, China has created an environment where innovation can thrive. Moreover, the nation’s commitment to achieving carbon neutrality by 2060, coupled with substantial investments in renewable energy and green technologies, positions China to lead the global transition to a low-carbon future.

As these companies continue to scale and innovate, they will likely shape the future of business, not just in China, but globally. They are setting the standard for the next generation of high-tech industries and clean energy solutions, driving both economic growth and sustainable development. The rise of these companies represents a paradigm shift in global business, one that favors technological prowess, environmental sustainability, and digital transformation—key factors that will define the future of the global economy.

Rapidly shifting consumer behaviour and rampant technological revolution are causing a transformation in marketing. How you market has become as significant as what you say, and what you sell.

The new future of marketing

AI is a transformative force in marketing. But not the only one.

From predictive analytics to accelerated innovation, automated processes and hyper personalised communication, ambient intelligence and enhanced experiences, AI rightly drives the thinking of every CMO. Agenic AI, where the AI operates autonomously, will accelerate rapidly, harvesting immense data and iterative knowledge.

Digital, and particularly social, platforms are transforming influence and trust, loyalty and reputation. Who do we trust in this crazy world? Who influences us most? The answer is changing rapidly. Not companies, and increasingly not those so-called influencers either.

Tech will proliferate. From voice-activated devices that now rival SEO, like Alexa and Siri, through to visual search tool, like Lens. AR/VR will blur physical and digital as people seek to immerse themselves physically in a virtual world, although the metaverse-hyped vision is not what it was. Other tech, like blockchain brings transparency and security, speed and ease, making experiences more decentralised and local.

Forget the ad campaign

All of this in real time. Forget the old ideas of planning campaigns for the year ahead, usually more for the convenience of driving sales than satisfying consumers. Forget the old ideas of competitive differentiation as king, distinguishing between different consumers matters much more. Stop trying to do the old things, that don’t work anymore.

Too many marketers are still obsessed with ads. Worldwide ad spending grew nearly 10% in 2024, for a total of $992 billion.

Firstly, marketing is about much more than ads, particularly in a world where  retention and growth typically matter more than acquisition. Second people just dont see the ads like before. GenZ dont even own a TV, they watch movies on Netflix and get their news from TikTok. And GenY have time shifted away from terrestrial ad-driven TV, to on-demand viewing.

Live streaming and realtime ads, dynamic pricing, and instant gratification. Intelligent and automated. ChatGPT and Claude. Perhaps Google. But also beyond the sale, rethinking how to support how products are used, performance enhanced, collaboration enabled, impact amplified.

• Next is Now: The future, unfolding right now
• Megatrends: Riding the superhighways to the future
• Lead the future: Leading with curiosity, creativity and courage
• Most Contagious 2024: Great recap of the best recent marketing
• Cannes Lions Winners 2024: Insights from the leading campaigns 
• A to Z Trend Kaleidoscope 2025: making sense of the 25 best trend reports

While it would be easy to assume marketing is all about analytics and AI algorithms, digital and social platforms, it’s ultimately about customers – consumers, clients – real people, human beings with emotions and aspirations. The challenge for marketers – in today’s highly complex and competitive, changing and uncertain markets – is how to embrace the tech capabilities to engage and influence people in relevant and meaningful ways.

Same rules, new tools

Time to think differently. But as always, marketing starts with consumers. Real people.

It’s easy to run away with the shiny new tech, and the new business models and experiences that tech enables. Marketing is still about human beings, attitudes and emotions, hopes and fears, dreams and aspirations, experiences and impacts.

As the tech accelerates, the best brands will become more consumer centric, rather than obsessed with tech, or even with the old idea of being the descriptor of companies and products.

Brands and consumers will become more collaborative, marketing more two-way, more symbiotic. And as people trust each other more than any organisation, collaboration between consumers will drive brands. Communal, tribal, enabling people to achieve more. And also authentic, responsible, and with more impact. Think Strava not Nike. Think Vinted not H&M.

Consumers, of course, are facing many external stresses – from financial pressures to environmental crisis, the changing global political landscape and economic and future uncertainty. As a result, they are choosing to take more control of their lives, reconsidering priorities and aspirations, who they trust and believe, and they are evaluating brands more carefully. Brands themselves are responding, recognising that they need to be more, do more, and enable more.

Theme 1: Brands with trusted intelligence … digital and data, AI with authenticity

AI already plays a major role in most marketing strategies. According to Statista, the market value of AI, which was $93.53 billion in 2021 is expected to hit $190.61 billion in 2025. AI-powered tools like ChatGPT and Claude will continue to enable hyper-personalisation at scale, allowing marketers to tailor content, product recommendations, and customer experiences with unprecedented accuracy. Machine learning algorithms will analyze vast amounts of data to predict consumer behavior, optimize ad spending, and automate complex marketing tasks. This AI-first approach will not only improve efficiency but also enhance creativity, as AI assistants and tools help marketers generate ideas and content that resonate with their target audiences.

Yet as tech intensifies, and AI multiplies, reshaping our everyday lives ever more profoundly, people question what and who they trust, and seek new balances in how they live physically in a digital world.

Consumers want to break free from the monotony of over-programmed lives. The ability of an algorithm to curate personalised content was once its most distinctive feature. Now, its ubiquity contributes to a feeling of soulless,  bland content. The advancement of AI further contributes to this, with much AI- generated content lacking in originality and producing oddly similar outputs.

Theme 2: Brands as consumer curators … social and personal, content and influence

More than 5 billion people worldwide currently use social media, around 65% of the global population.

The power of authentic, user-generated content can’t be understated. Coca Cola, that icon of marketing practice, said themselves that brand building, and marketing communications as an enabler, was no longer about what they said themselves, but what consumers said about them to each other. The brand’s role becomes that of curator, and communication becomes liquid and linked, helping consumers connect messages and content.

As consumers continue to value peer recommendations over traditional advertising, brands will increasingly rely on UGC to build trust and engagement.  With the help of advanced AI tools, marketers will be able to identify and curate the most impactful user-created content across various platforms. With this, more brands will likely develop new strategies to encourage and incentivise high-quality UGC, turning their customers into active brand ambassadors.

Online influencers have reshaped consumer habits, but their growth is slowing, increasingly seen as less real and less trusted. Instead people trust their friends, people most like them. Word of mouth on social media platforms boosting sales for businesses.

Other tools will further enhance this curated capability – helping consumers to make sense of change, innovation and often bewildering choice.  For example, the shift to voice and visual search and engagement. Augmented Reality enables consumers to explore new products and services in context – LOreal pioneered the able to try cosmetics virtually before you buy, IKEA to imagine your newly furnished home with a swipe of your phone.  AI then adds to this in sourcing and recommending the best options.

Theme 3: Brands as platforms for good … physical and digital, ecosystems and enablement

In 2025 and in the years that follow, you can expect social media platforms to evolve into comprehensive ecosystems. Channels like Facebook or Instagram are already primary gateways to the internet for many users. As of 2023, there are over 5 billion social media users across the globe, and this count is likely to increase every year.

In the future, these “super apps” will integrate e-commerce, entertainment, news, and communication services, making them central to consumers’ daily digital experiences. Marketers will need to master a variety of content formats (short-form video, stories, live streams, interactive posts) to maintain visibility across different sections of these super apps.

Personal wellness has been a growth agenda, accelerated by Covid. Not just health, food and drink, but in fashion, in travel, and much more too. This links closely to sustainability, which slowly but crucially becomes an important factor in the majority of purchase decisions. And sustainability is not just environmental, its social too, which leads to the importance of community, digital and physical, and locality.

More generally, brands will work together to solve the bigger problems, or meet the bigger aspirations of consumers. Ecosystems emerge around bigger contexts, for example from living locally to healthier lives, bringing together the brands and the products and services which enable them to achieve more in a more personal, relevant, joined up way.

In today’s tech-intensive world, it’s easy to get carried away with VR headsets and AI generated visuals. Marketing has never simply been about awareness. Marketing is the demand-generated, value-creating engine of the enterprise. And today, while its commercial role in driving profitable growth is undiminished, the best marketing has even more impact – on people’s lives, enabling them to achieve more than they ever imagined – and with more positive value for society too.

Marketing demands more ingenuity, to deliver more impact.

Ok, so lets break these 3 themes down into 6 more practical actions for marketers in 2025:

Action 1: Build a brands and propositions with more purpose, to create more impact

2025 marketing will not just be about selling products or services. It will be about making a positive impact.

Sustainable and purpose-driven marketing will continue to be key trends. Businesses that align with social causes and promote sustainability can resonate with consumers. Consumers continue to be more conscious of their buying decisions. Millennials and Gen Z are especially more conscious of their buying decisions than previous generations. They prioritize brands that align with their values and support the causes they believe in. These younger generations are more aware of their purchases’ social, environmental, and ethical implications. A Nielsen study found that 73% of Millennials are willing to spend more on sustainable products.

These consumers actively seek sustainable, eco-friendly, and socially responsible products and services. Millennial and Gen Z consumers want to make a positive impact with their choices, and they expect businesses to do the same. This shift in consumer behavior has prompted businesses to adopt sustainable and purpose-driven marketing strategies to attract and retain these conscious buyers.

Sustainable marketing involves promoting products or services that are environmentally friendly. It also involves implementing eco-friendly practices in business operations. Purpose-driven marketing, on the other hand, is about aligning with social causes. It is about making a positive impact beyond the business. Businesses can support causes that align with their brand values. They can donate a portion of their profits, volunteer, or advocate for change. This can help to build brand trust and loyalty. Undoubtedly, sustainable and purpose-driven marketing will be key trends in 2025.

Action 2: Content atomisation means being more topical, focused and relevant

In 2025 content atomisation will be a pivotal strategy that will redefine how brands engage with their audiences. In 2025, the right content marketing strategies will prioritize strategic precision over volume, ensuring every piece of content serves a clear purpose in your customer’s journey. Content Atomization involves breaking down long-form content, such as whitepapers and webinars, into smaller, easily digestible pieces—think social media snippets, infographics, and short videos. This trend not only caters to the decreasing attention spans of consumers but also maximizes the value of existing content by enabling brands to reach a broader audience across various platforms.

Incorporating content atomization into marketing strategies for 2025 will require brands to rethink their content creation and distribution processes. By analyzing their most successful long-form content, marketers can identify key insights and topics that resonate with their audience, allowing for the development of targeted micro-content. This method not only helps maintain engagement across different channels but also enhances brand visibility, as bite-sized content is more likely to be shared and interacted with on social media.

Content atomization allows for more personalized marketing. By tailoring micro-content to specific segments of the audience, brands can foster deeper connections and drive higher conversion rates. In 2025, marketers who embrace this trend will be better equipped to adapt to the dynamic digital landscape, ensuring their content remains relevant and impactful in an increasingly crowded market.

Action 3: The best content is created by customers, user generated

User-generated content (UGC) is set to be a key marketing trend in 2025, significantly influencing how brands engage with their audiences. As consumers become increasingly discerning and seek authenticity, UGC offers a powerful way for brands to connect with their customers on a deeper level. By incorporating real customer stories, reviews, and testimonials into their marketing strategies, brands can foster trust and build a sense of community around their products or services.

In 2025, brands can leverage UGC by actively encouraging their customers to share their experiences through social media, contests, or dedicated campaigns. This can include creating hashtags that promote user contributions or featuring customer-generated content in advertising campaigns. By showcasing authentic experiences, brands not only enhance their credibility but also create a sense of belonging among their audience, making customers feel valued and heard.

To effectively implement UGC in their 2025 marketing plans, brands should prioritize platforms where their target audience is most active and engaged. This involves curating content that resonates with their brand identity while encouraging diverse perspectives. Additionally, brands should consider investing in tools and technologies that streamline the collection and analysis of UGC, ensuring that they can utilize this valuable content to refine their messaging and enhance their overall marketing strategies. Embracing UGC will be essential for brands looking to thrive in the evolving landscape of consumer expectations and preferences.

Action 4: Focus the power of AI on delivering real personalised experiences

In 2025, AI and ML will play a pivotal role in personalising customer experiences. They will help businesses better understand customers, predict customer needs, and offer tailored customer solutions. AI can analyze vast amounts of data quickly and accurately. It can identify patterns and trends that humans might miss. This allows businesses to effectively segment their audience and target customers, and prospects, with personalized messages. ML, on the other hand, learns from data. It improves its predictions over time, making it a powerful tool for personalization.

For instance, ML can analyze a customer’s browsing history, purchase behavior, and social media interactions. It can then predict what products or services the customer might be interested in. This level of personalization can significantly enhance the customer experience. It can make customers feel valued and understood, increasing loyalty and engagement.

Coca-Cola uses AI-powered chatbots to interact with customers on various messaging platforms. These chatbots leverage natural language processing and machine learning algorithms to understand customer inquiries and provide tailored responses. By deploying chatbots on platforms such as Facebook Messenger, Coca-Cola can engage with customers in real time, answer their questions, and even recommend personalized products or promotions based on their preferences and purchase history.

Additionally, Coca-Cola uses AI algorithms to analyze customer data and behavior. By tracking consumer trends, preferences, and social media interactions, the company can gain valuable insights into customer behavior and preferences, enabling it to create targeted marketing campaigns and product offerings.

AI marketing technology also influences Coca-Cola’s advertising and content creation. The company can analyze vast amounts of data through AI-powered algorithms to identify demographic trends, consumer sentiments, and optimal advertising placements. This allows Coca-Cola to deliver highly targeted and relevant advertisements to its audience, increasing the effectiveness of its marketing efforts.

Coca-Cola’s implementation of AI in its marketing strategies demonstrates how AI technology can optimize customer engagement, personalize marketing messages, and drive better business outcomes in a highly competitive industry.

Action 5: Think VSO rather than SEO, as people search by voice

Voice search is not a new concept. However, its adoption has been accelerating in recent years. With the proliferation of smart speakers and voice assistants, more people are using voice search. They are using it to find information, make purchases, and interact with brands.

In 2025, voice search optimization will be a significant trend in digital marketing. It will have a significant impact on search engine optimization (SEO). Businesses that want to stay ahead must understand this impact and adapt their SEO strategies to incorporate voice search.

Voice search changes the way people search. Instead of typing short, keyword-focused queries, people speak longer, more conversational queries. This means businesses need to optimize their content for long-tail keywords and natural language. They also need to focus on featured snippets, as voice assistants often read these as the top result for a query.

In addition, businesses should consider creating content that answers common questions people may ask through voice search. They must understand the intent behind voice searches and provide relevant, valuable answers.Voice search results are often sourced from featured snippets. These short, direct answers appear at the top of search results.To appear in featured snippets, businesses need to structure their content clearly and concisely.They need to directly answer common questions related to their business or industry. This can increase the chances of voice assistants picking up and reading their content. One way of doing this is to add Frequently Asked Questions to web pages to enable relevant and valuable information to be easily found and sourced by search engines. On top of that, brands should ensure their website is mobile-friendly and has fast loading times.

As more people use voice search on their mobile devices, having a site that is compatible and easy to navigate will improve the user experience and potentially increase conversions. It’s also crucial for businesses to have an accurate and updated Google My Business listing. Voice search prioritizes local results. When people use voice search, they often look for local businesses or services. Therefore, businesses need to optimize their local SEO. Voice assistants often rely on this information to provide local results.

The rise of voice search is a significant marketing trend for 2025. It will change the way people search and interact with brands. Businesses that adapt their SEO strategies to voice search optimization can stay ahead of the competition. They can reach more customers, improve their online visibility, and drive business growth. In the age of voice search, SEO is not just about keywords. It is about understanding and meeting customer needs.

Action 6: Using micro-influencers to engage real people through social marketing

2025 influencer marketing trends will see more brands partnering with smaller influencers. In the past, influencer marketing was dominated by celebrity endorsements and large social media influencers. However, in recent years, there has been a shift towards micro-influencers.

These individuals have smaller followings but higher engagement rates within specific niche communities. Micro-influencers have a more authentic and genuine connection with their followers. They are seen as relatable and trustworthy sources of information and recommendations. This makes them valuable partners for brands looking to reach a targeted audience.

Furthermore, working with micro-influencers is often more cost-effective than traditional influencer marketing strategies. As consumers become savvy about sponsored content, they tend to trust recommendations from micro-influencers more than those from high-profile celebrities or influencers. In fact, a study by Markerly found that as an influencer’s number of followers increases, their engagement rate tends to decrease.

This is because larger influencers often have a more diverse audience, and it becomes harder for them to maintain a personal connection with each follower. On the other hand, micro influencers can engage with their smaller but more dedicated following on a deeper level. They are seen as experts in their niche, and their recommendations hold more weight among their followers.

For brands, partnering with micro-influencers can lead to higher conversion rates and a better return on investment. Additionally, working with micro-influencers allows for more targeted campaigns. This can also be beneficial for smaller businesses with limited budgets, as they can still tap into the power of influencer marketing without breaking the bank.

However, it is vital for brands to carefully select which micro-influencers to work with. They should have strong engagement rates, a genuine interest in the brand’s products or services, and align with the brand’s values and target audience. It is also crucial to set clear goals and expectations for the partnership, whether promoting a productor increasing brand awareness. Collaborations between micro-influencers can include blog posts, videos, contests or other forms of content creation in addition to social media posts.

Micro-influencers are valuable for businesses looking to reach a niche audience and increase brand credibility. By carefully selecting the right influencers, setting clear goals, and utilizing various forms of content creation, brands can see significant returns on their investment in influencer marketing.

As the world changes, organisations need to change too.

But in a world of relentless, revolutionary reinvention, it is not easy for organisations to keep pace. They need something more radical, more continuous, and more inspiring, if they are to thrive in today’s dynamic markets.

“Living companies” are what I call this new breed of enterprise.

They are inspired by a higher purpose than financial returns, they work like vibrant communities, they recognise people and ideas as their key assets, they act like entrepreneurial start-ups but also with the benefits of scale, to deliver further and faster, with more impact.

Haier‘s “rendanheyi” model has become a great example. Meeting with founder Zhang Ruimin a few years ago, he talked with passion about building high-energy, quantum-like, organisations. Look elsewhere, and Ben and Jerry’s and Patagonia are great examples of organisations inspired by more purpose. And there’s Handelsbanken from Sweden, Handu in China, and Haufe in Germany’s Black Forest.

Gary Hamel has been an evangelical voice for “Humanocracy” which he describes as “creating organisations as amazing as the people inside them” in his book with Michele Zamini.  “Humans are adaptable, but organisations are (mostly) not. Humans are creative, but organisations are (mostly) not. Humans are passionate, but organisations are (mostly) not”, he says.

And now Bayer, the old German drug giant, is trying to do the same.

In January 2024, the 160 year old, 100,000 person company launched a new operating model called “Dynamic Shared Ownership” (DSO) worldwide, which will reduce hierarchies, eliminate bureaucracy, streamline structures and accelerate decision-making processes. The aim of the new operating model is to make the company much more agile and significantly improve its operational performance.

“Imagine a workplace where 95% of decisions are made by those on the ground, where managers become coaches, and innovation cycles are as quick as 90 days. We’re redesigning our entire operating model to put our mission – Health for all, Hunger for none – at the forefront of everything we do.”

Bill Anderson, a 58 year old Texan from Genentech and Roche, joined the German company as new CEO in June 2023. Within 6 months he was ready to introduce the new vision and ways of working. It’s a story of future proofing, but also of survival. His immediate challenge is to turnaround the ailing giant, which is seen as too big, too slow, and too old. Here’s his investment case.

 

According to Bayer’s employee research by the Handelsblatt Research Institute, employees in very hierarchical companies in particular feel held back by bureaucracy and long approval processes. The study shows that companies with flatter hierarchies are more open to innovation, more productive and faster – and employees are more satisfied with their job if they can work independently and take on responsibility.

Michael Lurie, Bayer’s chief catalyst, says “Instead of designing the organisation despite what it means to be human, you design the organisation around what it means to be human.”

It’s about creating value across three dimensions:

• For customers: World-leading innovation in products and services
• For employees: Growth, meaning, and entrepreneurship
• For investors: Superior financial performance

Dynamic Shared Ownership (DSO) consists of five fundamental shifts in how the organisation operates

Shift 1: From shareholder value to mission and outcomes

Measuring outputs rather than inputs is not new, but while most organisations develop grandiose purpose statements, they are far more interested in quarterly results. DSO is about working towards a meaningful mission “Health for all, Hunger for None”. One oncology team was launching a life-saving drug. Instead of going through endless approval layers, they asked a simple question: “What actually helps get this drug to patients faster?”

Shift 2: From hierarchy to a network of autonomous teams

Traditionally, teams in large organisations are focused on things like annual budget requests. Bayer says it is redesigning teams around what customers need today and tomorrow. By the end of 2024, for example, the Crop Science division will have 450 customer teams up and running. Early reports indicate a 20-minute increase in time spent with customers per day.

Anderson says “Team Bayer is full of ideas on how to help farmers, patients, and consumers. We want to turn these ideas into solutions, faster. Our Consumer Health division advanced the launch of a new supplement for couples wishing to conceive by more than one year.”

Shift 3: From functions to value creation

DSO creates four types of teams focused on value creation:

• Customer teams: Deep in the trenches with farmers, patients, and consumers
• Product teams: Developing solutions that actually solve problems
• Technical teams: Building killer capabilities in R&D, supply chain, and commercial
• Enabling teams: Providing resources and support where needed

Shift 4: From annual planning to rapid cycles

DSO moves from annual planning to 90-day cycles where teams set clear outcomes, test solutions, learn fast, and adapt. It includes  a “brand marketplace” where people allocate themselves to priorities every 90 days based on where they can add the most value.

The pharmaceuticals division advanced its pipeline with eight Investigational New Drug (IND) applications in 2023. They see the potential to accelerate our biggest projects by working in three-month rhythms, assessing progress and reallocating resources along the way.

Shift 5: From reactive to creative mindset

Changing structures and processes is one thing, ensuring people to truly thrive requires a totally different mindset. Bayer is challenging five deeply ingrained mindsets:

• From preservation to possibility
• From authority to partnership
• From scarcity to abundance
• From certainty to discovery
• From conformity to self-authorship

This all requires one additional shift, specifically for leaders …

Shift 6: From traditional management to thriving leadership

Bayer is transforming leaders from commanders into enablers, with four distinct roles:

• Visionaries: Engage with teams to shape meaningful missions. No more handing down objectives from on high—leaders work with teams to craft purposes that matter.
• Architects: Help teams reimagine how they create value. Instead of dictating processes, leaders help teams design better ways to serve customers.
• Catalysts: Foster empowerment and teamwork across the network. Rather than managing through hierarchy, leaders break down silos and enable collaboration.
• Coaches: Support teams in working through rapid cycles. Instead of annual reviews, leaders help teams learn fast and evolve continuously.

Of course change is never easy. Just like Haier’s reinvention years ago, Bayer is also hugely reducing its layers of management, and significant number of management jobs too. Many of the new teams are not yet in place, or operating in new ways. And while there have been quick wins in many aspects of innovation, it is taking some time for the financial results to follow, as the market value fell during 2024. But Anderson reminds us that this is a three year journey, with pain before the gains.

Anderson says “Our teams are adapting quickly to the new working model. By the end of 2024, our new system will touch every corner of TeamBayer. Through this change, we’re aiming for a more productive and fulfilled workforce; world-leading, faster-to-market innovations; and superior financial performance. ”

 

 

Luxury has evolved significantly in recent times, from traditional notions of exclusivity and opulence to embrace a wider range of values, experiences, and innovations.

The concept of luxury has shifted from being solely about status symbols, material wealth, to encompassing a broader range of values and experiences. Today, luxury is defined not just by the price tag or rarity of a product, but by the deeper meanings consumers attach to it, such as personalisation, sustainability, and immersive experiences.

Luxury is less what, more how; less product, more person; less price, more impact.

Recent years have seen a significant shift in audiences for many luxury brands. The rise of new markets, particularly Asia, and the accessibility of online retail, has meant that for many brands, their largest audiences have pivoted from old, western to young, Asian consumers.  At the same time, older consumers are a booming market, with money and time on their hands.

As luxury has become more accessible – online stores are less exclusive or intimidating than traditional boutiques, ranges are more diffused with lower entry prices, and young people prioritise luxury brands despite their less affluence.

The largest luxury brand groups like LVMH and Kering have also chosen to grow their businesses in different ways. LVMH has a huge portfolio of over 75 luxury brands from Dior to Louis Vuitton, Fendi to Givency, Bulgaria and TAG Heuer, and also some slightly more accessible brands like Tiffany and Sephora. Kering is more dominated by one brand, Gucci.

Most recently LVMH has soared while Kering has struggled. Louis Vuitton was a star of the recent Paris Olympics, and the medals themselves came from Chaumet, another LVMH brand. Some analysts feel that Gucci has become overly fashionable, with constantly diversifying and changing products and versions. Other luxury brands, like Hermes, seek to remain timeless.

Luxury Brand Trends 2025

In 2025, the luxury industry is expected to be shaped by a number of evolving trends that blend innovation with deep shifts in consumer behaviour, sustainability, and technology:

1. Experiential Luxury

As luxury consumers seek more than just products, luxury brands are doubling down on offering exclusive experiences that go beyond the typical shopping trip. This includes everything from private viewings to bespoke travel experiences and high-end, personalized events.

• Example: Ritz-Carlton and Bulgari
  Both Ritz-Carlton and Bulgari have made luxury travel a core offering. In 2025, more luxury brands, including Louis Vuitton (through its luxury travel experiences) and Aston Martin, are expected to deepen their involvement in high-end, curated experiences that combine hospitality with luxury products—think private jets, custom-made adventure trips, or designer travel accessories designed for experiential journeys.
• Example: Chanel
  Chanel has been known for its private, invitation-only fashion shows, and this trend will likely expand in 2025, with a focus on creating more personalized, exclusive experiences that allow customers to deeply engage with the brand’s artistry and heritage. These experiences could include one-on-one tours of ateliers or private fittings with designers.

2. Technology Integration and Digitalization

The integration of technology into the luxury experience is not just about e-commerce. Luxury brands are incorporating cutting-edge tech to offer personalized services, virtual experiences, and even digital products (such as NFTs) to enrich the customer experience.

• Example: Balenciaga
  Balenciaga has embraced the digital future by creating digital-only fashion collections and hosting virtual fashion shows. In 2025, expect more luxury houses to experiment with virtual clothing that can be worn in the digital realm, especially as the metaverse gains more traction. Balenciaga’s use of gaming partnerships and digital avatars will likely evolve into fully immersive experiences for luxury consumers.
• Example: Prada
  Prada has been actively investing in augmented reality (AR) and artificial intelligence (AI) to offer personalized shopping experiences. Their Prada 360 app and virtual fitting rooms have been a step toward creating seamless digital and physical experiences. In 2025, expect more brands to leverage AI for personalized recommendations and virtual try-ons that integrate seamlessly into physical retail.

3. Hyper-Personalization

Luxury brands are increasingly moving towards hyper-personalization, where consumers not only want products tailored to their specific preferences but also expect experiences that align with their lifestyles, values, and identities.

• Example: Hermès
  Hermès has been at the forefront of personalized luxury, offering bespoke services for their leather goods, silk scarves, and more. In 2025, expect to see even more emphasis on offering highly personalized options through AI-driven customization platforms, where customers can design their own luxury products from start to finish, whether it’s a tailored handbag or a custom pair of shoes.
• Example: Rolls-Royce
  Rolls-Royce’s Bespoke program offers ultra-personalized vehicles, and in 2025, the brand is expected to deepen its customization services with digital tools that allow customers to collaborate with designers in real-time to create one-of-a-kind cars. This includes bespoke interiors, personalized paint jobs, and other high-end custom features.

4. Wellness and Self-Care in Luxury

Consumers are increasingly seeking products and services that contribute to their overall wellness, mental health, and personal well-being. Luxury brands are beginning to incorporate these values into their offerings.

• Example: La Mer
  The luxury skincare brand La Mer, owned by Estée Lauder, is set to expand its focus on wellness in 2025 with new lines of products aimed at boosting not just external beauty but also mental well-being. Expect more luxury skincare brands to pivot toward holistic offerings that combine high-performance formulas with mindfulness and wellness elements.
• Example: Tiffany & Co.
  Tiffany has been exploring the intersection of luxury jewellery and mental well-being. Through collaborations and marketing campaigns focused on mindfulness and self-love, the brand is likely to push forward with new collections designed to evoke positivity and mental wellness, helping to position jewelry as a tool for emotional self-expression and personal growth.

5. Sustainability and Ethical Luxury

Sustainability has transitioned from a niche concern to a central focus in the luxury sector. As consumers increasingly demand transparency and environmental responsibility, luxury brands are adopting more sustainable practices and aligning themselves with environmental, social, and governance (ESG) standards.

• Example: Gucci
  Gucci has made a significant push toward sustainability through its Gucci Equilibrium platform, which focuses on promoting positive change through initiatives in materials sourcing, circular design, and social sustainability. In 2025, Gucci will likely continue to innovate with regenerative farming practices, carbon neutrality, and alternative materials for products like shoes and bags.
• Example: LVMH
  LVMH, the parent company of brands like Louis Vuitton and Dior, has committed to reducing its carbon footprint and improving the sustainability of its supply chains. The conglomerate has been accelerating its use of innovative, low-impact materials and has pioneered circular initiatives, such as the launch of “LVMH’s LIFE 360”sustainability program. Expect to see more eco-friendly fashion and packaging innovations in 2025.

6. New Market Expansion

Emerging markets, especially in Asia and the Middle East, are set to drive growth for luxury brands in 2025. As wealth in these regions continues to rise, luxury brands will be adapting their strategies to cater to the local tastes, cultures, and preferences.

• Example: Louis Vuitton
  Louis Vuitton is already deeply entrenched in China, but it is likely to expand further into secondary cities and diversify its offerings to appeal to a younger, tech-savvy generation of consumers. Expect the brand to continue collaborating with local artists and influencers to engage with these new markets.
• Example: Fendi
  Fendi has made strategic inroads into the Middle East and is likely to expand its presence in the region with localized offerings, including products tailored to the tastes of local consumers. The brand’s boutique in Dubai, as well as regional influencer partnerships, will continue to drive demand in 2025.

7. Luxury on Demand

On-demand luxury is a growing trend, where consumers can access high-end products and experiences without committing to long-term ownership. This trend is powered by subscription models, rental services, and even temporary ownership options.

• Example: Rent the Runway 
  Luxury rental platforms like Rent the Runway are making luxury fashion more accessible on a temporary basis, and we can expect this to expand with an increasing focus on high-end accessories, jewelry, and limited-edition pieces available for short-term rentals.
• Example: Porsche and Ferrari
  Both Porsche and Ferrari are looking into luxury car subscription services, where customers can enjoy the experience of driving a high-end vehicle without the long-term commitment. In 2025, expect to see more high-end automakers offering flexible subscription plans that allow consumers to access the latest models on demand.

I’ve written 10 business books, selling over 100,000 copies, won a few awards along the way, and seen them translated into 35 languages. I’ve hosted the Future Book Forum for the last 10 years, bringing together many of the world’s top publishers and partners. I’ve launched a digital startup with Wiley focused on the practical application of books. And I’ve worked with Thinkers50 over the last decade, celebrating the best ideas from around the world, and making them more accessible for business leaders to apply through events, articles and workshops.

So I’m definitely into books, or at least business books. And particularly those which are fresh, thoughtful, practical, and inspiring.

Here’s my shortlist of the best business books from 2024:

The Algebra of Wealth by Scott Galloway

Scott Galloway, or Prof G as he likes to call himself, is a populist business school professor. Insightful and irreverent, his podcasts and newsletters have a huge following. This is his practical guidebook to winning today’s wealth game.

Today’s workers have more opportunities and mobility than any previous generation. They also face unprecedented challenges, including inflation, labour and housing shortages, and climate volatility. Even the notion of ‘retirement’ is undergoing a profound rethink, as our lifespans extend and our relationship with work evolves. In this environment, the tried-and-true financial advice our parents followed no longer applies. He lays bare the rules of financial success in today’s economy. He explains you what you need to know in order to improve your chances of achieving economic security no matter what.

Galloway says there are 4 factors of wealth building, that financial success boils down to a simple algebraic formula:

• Focus: Picking a clear goal and dedicating sustained effort toward it.
• Discipline: Consistently making decisions that contribute to long-term wealth, like saving, investing, and avoiding bad financial habits.
• Serendipity: Creating opportunities for good fortune through hard work and networking.
• Luck: Acknowledging the uncontrollable role of timing and chance while maximizing your odds through preparation.

He advises you to invest in their professional skills and career development to ensure higher earning potential over the long term. He emphasises industries with strong growth prospects, like technology and healthcare. He highlights that wealth often comes faster through ownership than wages, encouraging readers to consider entrepreneurial ventures or acquiring equity stakes.

He stresses the importance of living below your means, avoiding unnecessary debt, and establishing an investment strategy. Galloway provides insights into effective money management practices. He explores how relationships and a network of supportive people can contribute to your personal and professional success. And he links overall happiness and quality of life with financial independence. He emphasizes maintaining good health and investing in oneself as critical components of success.

“The Art of Uncertainty” by David Spiegelhalter

How to navigate chance, ignorance, risk and luck.

We live in a world where uncertainty is inevitable. How should we deal with what we don’t know? And what role do chance, luck and coincidence play in our lives?

David Spiegelhalter has spent his career dissecting data in order to understand risks and assess the chances of what might happen in the future. He’s been described as “probably the UK’s greatest living statistician”.

In engaging, crystal-clear prose, he takes us through the principles of probability, showing how it can help us think more analytically about everything from medical advice to pandemics and climate change forecasts, and explores how we can update our beliefs about the future in the face of constantly changing experience.

Along the way, he explains why roughly 40% of football results come down to luck rather than talent, how the National Risk Register assesses near-term risks to the UK, and why we can be so confident that two properly shuffled packs of cards have never, ever been in the exact same order.

“Growth: A Reckoning” by David Susskind

Over the past two centuries, economic growth has freed billions from poverty and made our lives far healthier and longer. As a result, the unfettered pursuit of growth defines economic life around the world. Yet this prosperity has come at an enormous price: deepening inequalities, destabilizing technologies, environmental destruction and climate change.

Confusion reigns. For many, in our era of anaemic economic progress, the worry is slowing growth – in the UK, Europe, China and elsewhere. Others understandably claim, given its costs, that the only way forward is through ‘degrowth’, deliberating shrinking our economies.

At this time of uncertainty about growth and its value,  economist Daniel Susskind provides an essential reckoning. In a sweeping analysis full of historical insight, he argues that we cannot abandon growth but shows instead how we must redirect it, making it better reflect what we truly value. He explores what really drives growth, and offers original ideas for combatting our economic slowdown.

Susskind argues that while economic growth has historically improved health and reduced poverty, it has also led to significant issues like environmental destruction and climate change.

He critiques the notion of ‘degrowth’—deliberately shrinking economies to address these problems—as impractical and potentially harmful, suggesting that abandoning growth could reverse progress and confine millions to poverty. Instead, Susskind advocates for redirecting growth to better reflect societal values, emphasizing the need for increased investment in research and development (R&D) and the adoption of new technologies.

He underscores the importance of managing intellectual property rights to incentivize innovation and calls for government policies that encourage technological progress. He also highlights the necessity of ethical considerations in shaping economic policies, suggesting that decisions about growth should balance improvements in living standards with the mitigation of negative consequences.

“Fusion Strategy” by Vijay Govindarajan and Venkat Venkatraman 

How will real-time data and AI radically transform physical products, and the companies that make them?

Tech giants like Facebook, Amazon, and Google can collect real-time data from billions of users. For companies that design and manufacture physical products, that type of fluid, data-rich information used to be a pipe dream. Now, with the rise of cheap and powerful sensors, supercomputing, and artificial intelligence, things are changing—fast.

In Fusion Strategy, innovation guru Vijay Govindarajan and digital strategy expert Venkat Venkatraman offer a first-of-its-kind playbook that will help industrial companies combine what they do best—create physical products—with what digitals do best—use algorithms and AI to parse expansive, interconnected datasets—to make strategic connections that would otherwise be impossible.

The laws of competitive advantage are changing, rewarding those who have the most robust, data-driven insights rather than the most valuable assets. To compete in the new digital age, companies need to use real-time data to turbocharge their products, strategies, and customer relationships. Those that don’t risk falling on the wrong side of the next great digital divide.

• Integration of Real-Time Data and AI: The book emphasizes the importance of integrating real-time data and AI into the core of business operations to drive innovation and efficiency. This fusion is seen as a fundamental shift that redefines competitive advantage.
• Creating Strategic Connections: By combining the strengths of physical product creation with the capabilities of algorithms and AI, companies can make strategic connections that were previously impossible.
• Data-Driven Insights: The authors argue that robust, real-time insights are becoming more valuable than traditional assets. Companies need to use real-time data to turbocharge their products, strategies, and customer relationships.
• Organizational and Cultural Changes: Implementing a fusion strategy requires fostering a data-driven culture where decisions are guided by real-time insights rather than intuition or tradition. This involves investing in data literacy training, promoting cross-functional collaboration, and encouraging a continuous improvement mindset.
• Ethical and Societal Implications: The book highlights the importance of addressing ethical and societal challenges related to privacy, security, and job displacement. Businesses have a responsibility to ensure that their fusion strategies align with broader societal values.
• Leadership Role: Effective leadership is crucial for driving the adoption of fusion strategies. Leaders must champion the integration of real-time data and AI and create an environment that supports innovation and responsible use of technology.

“Supremacy” by Parmy Olsen

In November of 2022 – a webpage was posted online with a simple text box. It was an AI chatbot called ChatGPT, and was unlike any app people had used before. It was more human than a customer service agent, more convenient than a Google search. Behind the scenes, battles for control and prestige between the world’s two leading AI firms, OpenAI and DeepMind, who now steers Google’s AI efforts, has remained elusive.

It was never meant to be this way. The founders of the two companies behind the most advanced AIs in existence – Open AI (ChatGPT) and DeepMind (Bard) – started their journeys determined to solve humanity’s greatest problems. But they couldn’t develop their technologies without huge amounts of money – money that Microsoft and Google were more than happy to give them, in exchange for the most powerful seats at the table.

Supremacy is the behind-the-scenes story of the battle between two AI companies, their struggles to use their tech for good, and the dangerous direction that they’re now going in. Featuring a cast of larger-than-life characters, including Elon Musk, Larry Page, Sergey Brin and Peter Thiel, Supremacyis a story of manipulation, exploitation, secrecy and of ruthless, relentless human progress – progress that will impact all of us for years to come.

She states “The real threat of artificial intelligence that its top creators are ignoring: the profit-driven spread of flawed and biased technology into industries, education, media and more”.

“Co-Intelligence: Living and Working with AI” by Ethan Mollick

Consumer AI has arrived. And with it, inescapable upheaval as we grapple with what it means for our jobs, lives and the future of humanity.

Cutting through the noise of AI evangelists and AI doom-mongers, Wharton professor Ethan Mollick has become one of the most prominent and provocative explainers of AI, focusing on the practical aspects of how these new tools for thought can transform our world. In Co-Intelligence, he urges us to engage with AI as co-worker, co-teacher and coach. Wide ranging, hugely thought-provoking and optimistic, Co-Intelligence reveals the promise and power of this new era.

Here are some of the main takeaways:

• Always Invite AI to the Table: Mollick emphasizes the importance of integrating AI into decision-making processes and workflows. By leveraging AI’s strengths, we can improve efficiency and innovation.
• Be the Human in the Loop: It’s crucial to maintain human oversight and validation of AI outputs. This ensures that AI-generated results are accurate and reliable.
• Treat AI Like a Person: Mollick suggests treating AI as a collaborative partner by providing clear context and instructions. This helps AI generate more useful and relevant outputs.
• Assume This is the Worst AI You’ll Ever Use: By acknowledging that AI technology will continue to advance, we can prepare for future improvements and avoid complacency.
• Start Tasks with AI: Mollick introduces the concept of “The Button,” encouraging users to begin tasks with AI and then refine the results as needed.
• Ethical and Cautious Deployment: The book highlights the importance of deploying AI ethically and cautiously to avoid potential misuse and ensure societal benefits.

The Enduring Enterprise by Devin DeCiantis and Ivan Lansberg

A Peruvian family building a soft drink giant during an active terrorist conflict, a Syrian family business starting afresh in a neighboring country after their assets were seized following a military coup, and an iconic Haitian family hotel prevailing through earthquake, crime, and economic collapse.

Family businesses thrive in some of the world’s toughest environments, providing vital lessons for businesses everywhere.

The bulk of the world’s growth in population and economic activity in the foreseeable future will be generated in the developing world. This is precisely where enterprising families dominate, operating very differently than their peers in more stable and affluent nations. These businesses not only survive but actually thrive in turbulent times, enduring wars, lawlessness, market failures, environmental disasters, and more. The world’s most advanced economies will increasingly experience these types of structural shocks and chronic uncertainties in the years ahead. The question is, what can they do about it?

The book explores the lives of families operating in emerging and frontier economies who rely on a unique portfolio of stabilizing strategies to create islands of trust, resilience, and prosperity amidst persistent turmoil. Yet these tactics can also be deployed by any business coping with extended periods of volatility or building a more systematic approach to managing risk.

“Main Street Millionaire” by Codie Sanchez

How to make extraordinary wealth buying ordinary businesses.

Warren Buffet’s success relied on a simple idea: invest in undervalued businesses with a history of strong and stable earnings. Forget about shiny startups, ecommerce, and drop-shipping. Instead, invest in a plumber, construction firm, cleaner, or electrician—the kind of businesses that are easily overlooked by white colour workers—to access reliable cash-flow.

Codie Sanchez’s book is a little flamboyant but refreshing in two ways. First, it concentrates on small “boring” businesses. Second, it serves up a recipe to bypass the challenges of a founder by creatively financing smart deals. Most people look for wealth in all the wrong places. From dropshipping and startups to grinding for promotions, you might believe you have to trade your life to be one of the few who win. But the truly rich know these paths are paved with delusion and false promises.

Sanchez explores a different path. Instead of risking it all with little chance of success, she shows you how to acquire cash-flowing businesses that are winning right now. Sanchez, one of the world’s leading small business experts, reveals the dealmaking framework she’s taught to tens of thousands, and that she’s used to build her own 9-figure holding company. Her secret? She acquires overlooked “Main Street” businesses, or small businesses available to us all on the high street. We’re talking about the unsexy but reliably profitable industries ― like plumbing, construction, cleaning, electrical ― that white collar workers have overlooked.

“How to Become Famous” by Cass Sunstein

This is quite a bold title. As is the subtitle “Lost Einsteins, Forgotten Superstars, and How the Beatles Came to Be.”

Fame is like lightning. Taylor Swift, Bob Dylan, Leonardo da Vinci, Jane Austen, Oprah Winfrey—all of them were struck. Why? What if they hadn’t been?

Consider the most famous music group in history. What would the world be like if the Beatles never existed? This was the question posed by the playful, thought-provoking, 2019 film Yesterday, in which a young, completely unknown singer starts performing Beatles hits to a world that has never heard them. Would the Fab Four’s songs be as phenomenally popular as they are in our own Beatle-infused world? The movie asserts that they would, but is that true? Was the success of the Beatles inevitable due to their amazing, matchless talent?

Maybe. It’s hard to imagine our world without its stars, icons, and celebrities. They are part of our culture and history, seeming permanent and preordained. But as Harvard law professor (and passionate Beatles fan) Cass Sunstein shows in this startling book, that is far from the case. Focusing on both famous and forgotten (or simply overlooked) artists and luminaries in music, literature, business, science, politics, and other fields, he explores why some individuals become famous and others don’t and offers a new understanding of the roles played by greatness, luck, and contingency in the achievement of fame.

Here are my main takeaways:

• The Social Dynamics of Fame: Fame isn’t purely about talent or hard work but is often dictated by social dynamics, including exposure, timing, and influential networks. Social media and the internet amplify the processes of becoming famous, creating more opportunities but also risks for individuals seeking public recognition.
• The Role of Social Norms: Sunstein emphasises the critical role of social norms in shaping fame. What society values at a given time—whether beauty, innovation, or charisma—significantly impacts who becomes famous. Fame is often self-reinforcing: once someone is famous, their influence on shaping norms can perpetuate their status.
• The Attention Economy: Fame thrives on attention, which is finite and competes with other demands. Strategies for becoming famous often involve figuring out how to capture and sustain attention in a crowded media landscape. Shock value, humor, and emotional resonance are common tools for breaking through the noise.
• Luck and Serendipity: While strategic planning and ambition are factors, Sunstein acknowledges the role of luck and timing in the pursuit of fame. Being in the right place at the right time can be as important as skill or strategy.
• The Double-Edged Sword of Fame: Fame can bring immense rewards—money, influence, and opportunities—but it also has drawbacks, including loss of privacy, constant scrutiny, and the pressure to maintain public relevance. The book discusses the psychological impacts of fame, such as identity crises and the fragility of public image.
• Fame in the Digital Age: The internet has democratised fame, enabling ordinary individuals to gain massive followings without traditional gatekeepers like publishers, producers, or industry insiders. However, this democratization has also led to challenges, including fleeting attention spans and the potential for “cancel culture.”
• Ethics and Responsibility: Sunstein reflects on the ethical aspects of fame-seeking behavior and the responsibility that comes with public influence. The famous often wield significant cultural and political power, which can shape public discourse.

“The Whole Story” by John Mackey

Adventures in love, life, and capitalism. Whole Foods Market’s cofounder and CEO for forty-four years, John Mackey offers an intimate and provocative account of the rise of this iconic company and the personal and spiritual journey that inspired its remarkable impact.

The Whole Story invites listeners on the adventure of building Whole Foods Market: the colorful cast of idealists and foodies who formed the company’s DNA, the many breakthroughs and missteps, the camaraderie and the conflict, and the narrowly avoided disasters. Mackey takes us inside some of the most consequential decisions he had to make and honestly shares his regrets looking back.

Beyond the Whole Foods story, Mackey also dives into his spiritual journey from Christianity to New Age mysticism, Eastern wisdom, and life-changing awakenings through psychedelics. Political and intellectual development: from countercultural co-op dweller to libertarian and Conscious Capitalist. Philosophical and ethical awakenings: especially with regard to animal welfare and the tension between his personal values and industry practices. Personal passions: most notably, his love of long-distance, ultra-light backpacking on the great trails of our country and planet.

“Red Helicopter” by James Rhee

In kindergarten, James Rhee received a toy red helicopter in gratitude for a simple act of generosity—sharing his lunch. Decades later, the lesson from that small gift led him to develop a human-centered framework for business and personal achievement that helped him overcome seemingly insurmountable hurdles and find unprecedented success.

Rhee was a high school teacher turned private equity investor when he unexpectedly took the helm of Ashley Stewart, an iconic company predominantly employing and serving Black women. Inspired by the values his dying Korean immigrant parents instilled in him, he knew that a radically different—yet familiar—approach was required to lead this twice-bankrupt company from certain liquidation to true transcendence.

Is it possible to be successful and kind? To lead with precision and compassion? To honour who we are in all areas of our lives?

The entire world bet against him and Ashley, but Rhee trusted his instincts to identify, measure, and leverage the intangible goodwill at the company’s core, a decision which ultimately multiplied its fortunes several times over. Anyone can combine the clarity and imagination we had as children with fundamental business metrics. Anyone can apply this refreshingly intuitive approach to lead change at work and at home.

“The Upside of Disruption” by Terence Mauri

Terence Mauri is a good friend. From a career in brands and advertising he has reinvented himself in the innovation space, and what it means for leaders.

He explores why so many of us continually overestimate the risks of bold decisions while underestimating the downsides of standing still for too long in an increasingly complex and volatile world. The upside of disruption is about turning challenge and threat, uncertainty and complexity, into a tailwind for laser-like focus and strategic courage.

He introduces the DARE framework, focusing on four critical areas:

• Data: Leading with AI. He emphasizes the transformative impact of artificial intelligence (AI) on industries and business models. He advocates for a human-centric approach to AI, suggesting that as organizations become more digital, they should prioritize human elements to empower people rather than replace them. This involves fostering a culture where employees are energized to use AI as a co-pilot for value-creating work, reducing time spent on bureaucratic tasks.
• Agility: The Importance of Unlearning.  The book highlights the necessity for leaders to unlearn outdated practices and mindsets. Mauri defines unlearning as the capacity to reflect (humility), rethink (agility), and renew (growth). This proactive approach helps organizations adapt to changing circumstances, avoid stagnation, and embrace new opportunities for growth.
• Risk: Cultivating a Courageous Mindset. He discusses the importance of adopting a contrarian mindset to navigate disruption effectively. He suggests that leaders should have the courage to challenge conventional business wisdom, which can lead to identifying new growth opportunities and staying ahead of the curve. This involves balancing courage with humility, as overthinking can lead to risk aversion.
• Evolution: Building Trust-Based Cultures. The book underscores the significance of trust in organizational growth. Mauri introduces the Trust Mindset, focusing on identity (who we are), agility (how we work), and scalability (how we grow). He argues that leaders should create environments where values are clear, empowerment is genuine, and growth stories are compelling, enabling individuals to feel included and take ownership of the future.

“Make your Own Rules” by Andrew Huang

YouTuber Andrew Huang offers practical tips and hard-won advice for creatives seeking financial stability while staying authentic.

How does a musician with acute hearing loss, a refusal to perform live, and no industry connections carve a path to millions of followers and lucrative royalty checks? In Make Your Own Rules, Andrew Huang shares stories from his two decades as a music industry misfit and offers advice on both the artistic and business sides of working as a creator in our digital era.

Beginning with auctioning his songwriting skills on eBay as a teenager, Andrew continuously found new ways to thrive in a music career over the last twenty-plus years. His storied career and hard-won wisdom can help aspiring digital creatives find success as well. Organized by sections on building your creative foundations, growing an audience in the digital age, making money, and staying true to yourself, he book pairs personal anecdotes with concrete advice applicable to any freelance digital creator.

You’ll learn how Andrew became an early adopter of sharing music online—for free!—and how he leveraged social media to grow an organic following and amass millions of song streams and video views. Additional chapters provide insight into his designing an online course and music production tools that have been used by tens of thousands of people, and how he created revenue streams for himself that didn’t exist previously.

With open-minded perseverance, Andrew made up his own rules for life. His unlikely journey will inspire creators to find opportunity, financial stability, and fun in their pursuits.

Seaweed is amazing!

Seaweed, and other microscopic algae, are amongst the fastest growing organisms on the planet (the giant kelp Macrocystis Pyrifera, can grow nearly a metre a day, attaining lengths in excess of 50m) .

Seaweed outnumbers land-based plants 9 times, absorbs minerals directly from the water around it and is thought to be
the single most nutritious foods that you eat (rich in trace elements and vitamins, it typically contains more protein than meat and more calcium). It also contributes around 90% of the world’s oxygen.

There are over 12,000 seaweed species.

Seaweed is an algae, not a plant. It has no roots, leaves or stems to transport water or nutrients. Instead each cell derives what it needs directly from the seawater around it. The only similarity between seaweed and land plants is that both rely on sunlight to create energy through photosynthesis. In fact seaweed could be an incredible source of sustainable energy.

Not only is seaweed a potentially great source of energy, it can reduce the amount of carbon in our atmosphere too. Having a seaweed forest covering 9% of the ocean would absorb more CO2 than human activities produce.

Ancient Greeks used seaweed for healing purposes. Long before we were putting seaweed in our skincare products, they were using it in their heated baths to draw out toxins from the body and rejuvenate their skin. Known as Thalassotherapy (thalasso is Greek for ‘sea’) they believed it could restore good health and cure illness.

And it tastes like bacon. This has opened doors in the vegan and vegetarian market. Seaweed-based bacon is not just vegan-friendly, but also gluten-free, low carbohydrate, organic, and sustainable. A seaweed diet is linked to an increased life expectancy, Japanese Okinawa diet (low salt, high seaweed).

You can read more about seaweed here, but let’s focus on its potential as a great source of sustainable energy:

Seaweed as biofuel

Kelp, a type of seaweed, is a promising source of biofuels, if sustainably produced and used.

Compared with, for example soya, which is also used for the production of biofuels, growing seaweed is faster, more space-efficient and does not require the use of fresh water or the addition of fertilizer. Furthermore, seaweed does not compete for land area. On the contrary, seaweed can be grown in exactly the area we have the most of: the sea.

Europe today meets 90% of its renewable transport target with land-based biofuels, which in many cases are at least as bad as fossil fuels. Meanwhile, climate science shows that fighting climate change will necessarily involve bioenergy, though the sustainable scale remains one of climate science’s most unsure areas.

As a source of sustainable energy, seaweed has some key benefits:

• Available: Though seaweed is plentiful, it is an under-used source of biomass. The sea covers almost three-quarters of the world and half of the world’s biomass grows here. However, we only get 2% of our energy from food that comes directly from the sea.
• Scalable:  Seaweed can be grown on straight or circular ropes, horizontally and/or vertically, (ideally) down to 10m depth to retain optimal sunlight conditions. There are also integrated solutions to growing seaweed that make best possible use of
  the available space. For example, seaweed could be grown in circular systems, like Integrated Multi-Trophic Aquaculture that brings together other sea production, like fish farming and offshore energy. This makes the involved industries both more sustainable and cheaper as, amongst other benefits, it’s easier to recycle nutrients, seaweed grows better when it can use waste nutrients from fish farming, and sharing infrastructure minimises costs.
• Suitable: Between 85 and 90% of seaweed is water, which means seaweed is very suitable for biofuel-making methods like anaerobic digestion to make biogas and fermentation to make ethanol. In addition, many seaweed species, like sugar kelp, have high carbohydrate and low lignin content that is perfect for making bioethanol.
• Efficient: especially in absorbing nutrients like phosphorous and nitrogen. Because seaweed grows very fast, it can absorb a lot of CO2, in fact up to 66 tonnes CO2 per hectare, which can help tackle ocean acidification. Fast growth also means CO2 emissions from for instance seaweed biofuel are quickly reabsorbed by new growth. In addition, seaweed doesn’t need fresh water or fertilising.
• Productive: growing about 26 tonnes dry weight per hectare, compared to 2.3 tonnes soya and 5.1 tonnes corn.

With an effective business model for the harvesting of seaweed as a sustainable energy source, it has the potential to deliver huge benefits. The model will need to address issues such as ocean conservation, development of production facilities on land, and the costs. These factors will be important to address in order to ensure that seaweed becomes a net zero, or even net positive, future source of energy.