Peter Fisk

In a time of accelerated disruption, technological breakthroughs, and mounting global uncertainty, the ability to adapt is no longer a competitive advantage — it’s a survival imperative.

Companies that once thrived on scale, efficiency, or dominance can now be outpaced by agile startups or overwhelmed by global crises almost overnight. In this environment, being “future-ready” means building a business that is constantly reinventing itself — anticipating change, embracing innovation, empowering talent, and aligning deeply with the evolving needs of society and the planet.

Paul Polman, former CEO of Unilever, captures the mindset, saying “The businesses that are going to survive and thrive are the ones that take responsibility for the future.” He transformed Unilever into a sustainability leader, linking future-readiness to broader stewardship.

Klaus Schwab, founder of the World Economic Forum says “In the new world, it is not the big fish which eats the small fish, it’s the fast fish which eats the slow fish.” He underscores speed, agility, and adaptability as critical for survival in the modern economy.

But what does it really mean to be a future-ready business? And how are organizations around the world redesigning themselves to thrive amid the chaos?

Future-Ready Mindset

Satya Nadella of Microsoft says “Our industry does not respect tradition — it only respects innovation.” His transformation of Microsoft highlights the importance of continual reinvention and forward-looking leadership.

Mary Barra, CEO of General Motors adds “The auto industry will change more in the next five to ten years than it has in the last fifty.” Her vision for GM’s electric future reflects the scale of transformation required to stay relevant.

Jeff Bezos, Amazon founder, says simply “What’s dangerous is not to evolve.”A future-ready business is not simply one that invests in technology or launches digital products. It is a business that embraces constant change as its core operating principle, one that is:

• Purpose-driven, with clarity on why it exists and what impact it seeks to have

• Deeply adaptive, able to respond quickly to change without losing focus

• Tech-enabled, using emerging technologies to unlock new value and scale

• Human-centered, building cultures of learning, resilience, and creativity

• Sustainability-oriented, aligning growth with ecological and social responsibility

• Ecosystem-focused, operating in networks and platforms rather than silos

It requires a long-term vision coupled with short-term flexibility — a paradoxical blend of strategic patience and operational agility.

Why It Matters Now

The forces of disruption are converging:

• Technological acceleration: AI, automation, blockchain, synthetic biology, quantum computing, and more are redefining what’s possible.

• Environmental pressure: Climate change, resource scarcity, and ESG expectations are reshaping how companies operate and invest.

• Geopolitical instability: Supply chain shocks, wars, and fragmented regulations are exposing organizational vulnerabilities.

• Cultural and demographic shifts: New generations demand purpose, inclusivity, and flexibility in work and consumption.

• Economic turbulence: Inflation, inequality, and systemic shocks are changing the rules of global competition.

In this context, resilience is reactive. Future-readiness is proactive.

5 Pillars of a Future-Ready Business

1. Strategic Foresight

Future-ready businesses constantly scan the horizon. They don’t just forecast trends — they explore multiple scenarios, invest in long-term bets, and make strategic choices that balance today’s profits with tomorrow’s possibilities.

Example: Shell
Shell has built one of the most sophisticated scenario planning teams in the corporate world. For decades, it has used scenarios not as predictions, but as tools for thinking the unthinkable — helping the company adapt to energy transitions, geopolitical shifts, and emerging technologies.

2. Agility at Scale

It’s not enough to be agile in pockets — future-ready companies embed agility across the enterprise. They flatten hierarchies, enable rapid decision-making, empower cross-functional teams, and build modular, adaptable structures.

Example: Haier 
Haier, founded and led for many years by Zhang Ruimin, transformed itself from a traditional appliance manufacturer into a “networked organization” of micro-enterprises. Each team operates like a mini-startup, close to customers and accountable for its own results. This model has enabled Haier to scale innovation across global markets while staying nimble.

3. Technology as Core

Rather than outsourcing innovation, future-ready companies treat technology as a central nervous system. They invest in cloud infrastructure, data capabilities, AI, and cybersecurity — not just to optimize operations, but to unlock entirely new value propositions.

Example: DBS Bank 
DBS reinvented itself from a slow-moving legacy bank into one of the world’s most tech-savvy financial institutions. It embraced cloud-native architecture, APIs, machine learning, and design thinking — positioning itself as a “technology company in the banking business.”

4. Talent Fluidity

Future-ready businesses prioritize learning over knowing. They cultivate adaptive talent systems — where people are encouraged to experiment, reskill, rotate roles, and contribute beyond their job descriptions.

Example: Unilever
Unilever’s “Flex” program allows employees to engage in short-term gigs across the organization, promoting internal mobility and rapid skill development. Its “U-Learn” platform provides personalized learning paths to build future capabilities — from digital skills to sustainable innovation.

5. Sustainability and Stakeholder Alignment

To be truly future-ready, companies must align with societal and environmental shifts. That means going beyond compliance to create regenerative, inclusive, and transparent business models.

Example: Patagonia
Patagonia redefined what it means to be a sustainable company — from supply chain ethics to political activism. In 2022, founder Yvon Chouinard gave away the company’s ownership to a trust focused on environmental stewardship, embedding its mission into its governance structure.

Future-Ready in action

Let’s look at more examples across industries and geographies:

Microsoft: Reinventing with Purpose and Platforms

Under Satya Nadella’s leadership, Microsoft shifted from a software-selling giant to a cloud-first, AI-driven platform company. It reoriented around a clear purpose: empowering every person and organization on the planet to achieve more.

• Invested early in AI (OpenAI partnership)

• Transformed culture to promote growth mindset

• Pivoted from Windows-centric to cloud-native (Azure)

• Embedded accessibility, ethics, and sustainability in product design

This transformation enabled Microsoft to surpass $3 trillion in market cap and become a foundational player in the future of work, gaming, and enterprise AI.

Shopify: Enabling the Next Economy

Shopify has built the infrastructure for a decentralized, entrepreneurial economy — empowering millions of merchants to build online businesses.

• Scaled rapidly during COVID-19 by supporting ecommerce pivot

• Built an ecosystem of apps, payment tools, fulfillment services

• Invested in AR/VR shopping, blockchain, and conversational commerce

Shopify is not just a platform — it’s a movement of economic independence, constantly evolving to meet the needs of small businesses and creators.

IKEA: Circularity and Digital Transformation

IKEA is future-proofing its brand by becoming more sustainable, digital, and experiential.

• Committed to becoming fully circular and climate positive by 2030

• Investing in sustainable materials and renewable energy

• Expanding ecommerce and AI-powered design tools

• Testing new store formats and urban living solutions

The Swedish giant is using its global scale to drive systemic change while staying relevant to younger, climate-conscious consumers.

GitLab: Born Remote, Built to Scale

GitLab was built as a fully remote company from day one — with employees in over 60 countries and no physical headquarters.

• Built a platform for the entire DevOps lifecycle

• Open-sourced its documentation and culture playbooks

• Created transparent workflows and asynchronous norms

• Scaled rapidly while remaining highly inclusive and collaborative

In a post-pandemic world, GitLab’s model offers a blueprint for how distributed teams can out-execute centralized giants.

Tesla: Speed, Integration, and Bold Bets

Tesla’s future-readiness comes from its ability to execute at startup speed on a planetary scale.

• Vertical integration of manufacturing, energy, and software

• Aggressive bets on AI (FSD), robotics (Optimus), and battery tech

• Culture of constant iteration, risk-taking, and direct feedback loops

• Challenging not just the auto industry, but energy, logistics, and space

Tesla isn’t just building electric cars — it’s reimagining infrastructure for a carbon-free future.

ASML: Powering the Future of Chips

Dutch company ASML is the sole producer of extreme ultraviolet (EUV) lithography machines — essential for producing next-gen semiconductors.

• Invested decades in fundamental R&D

• Built deep global partnerships with Intel, TSMC, and Samsung

• Critical enabler of Moore’s Law and AI computing power

ASML’s dominance is a reminder that future readiness also involves deep specialization, intellectual property, and long-term technological vision.

Steps to Future-Readiness

So, how can any organization start becoming future-ready? Here are some actionable strategies:

1. Develop Scenario Thinking: Challenge assumptions, explore multiple futures, and plan for both disruptions and opportunities.

2. Digitize with Purpose: Use technology to unlock new business models and deepen customer relationships — not just reduce cost.

3. Create Space for Innovation: Set aside resources, teams, and incentives for experimentation and “failure-forward” thinking.

4. Build Adaptive Leadership: Equip leaders to thrive in ambiguity, lead with empathy, and make decisions under uncertainty.

5. Measure What Matters: Expand KPIs to include environmental impact, societal contribution, and employee wellbeing — not just financials.

6. Partner Beyond Borders: Join ecosystems, platforms, and open collaborations to scale faster and learn from others.

The Age of Perpetual Reinvention

In a world of relentless change, the winners won’t be the biggest or the most established. They will be the ones that adapt faster, learn better, and stay aligned with the future their stakeholders are moving toward.

Future-readiness is not a destination. It’s a discipline. A way of seeing the world. A commitment to reinvention.

And while uncertainty may be uncomfortable, it is also fertile ground for those bold enough to build what’s next.

Every week I travel to a different global city. I love the energy of New York, the culture of Madrid, the intensity of Cairo, the calm of Singapore, the landmarks of London, the boldness of Baku, the charm of Prague, the awakening of Jeddah, the fusion of Seoul, the cherry blossom of Cape Town, the architecture of Buenos Aires, the clean air of Seattle, the passion of Newcastle, the chill of  Copenhagen, the technology of Astana, the open spaces of Washington, the people of Tokyo.

56% of the world’s population now live in cities, and growing.  In the same way that the growth of industry and infrastructure enticed people from rural villages into central towns, they continue to seek out metropolitan living with its superior jobs, abundant services and better lifestyles. Covid saw some people run for the countryside in developed countries, but in most places it only accelerated urbanisation.

Tokyo is still the world’s largest city, with a population of 37 million, but it is Chinese and Indian cities that are growing fastest like Delhi and Shanghai. And then there are the new cities, particularly of Asia, Middle East and Africa – from Shenzhen to Hyderabad, to Dubai and Riyadh, next generation cities like Lagos and Kinshasa, and dream-like new metrolpolsis like Neom.

In between, there is a recognition that cities need more thoughtful design and innovation to thrive. Many of the largest cities seek to build secondary versions, like Cairo or São Paulo. And in other places, entirely new cities, like Astana in Kazakhstan or Songdo in South Korea.

Too many old cities struggle with the legacy of unstructured growth, as activities and lifestyles change. Look at Europe for example, with its deserted centres, and sprawling perimeters. European regeneration means rethinking the purpose of cities, how to design centres that are fit for today’s needs, and reinvent infrastructure – transport, power, education, hospitals, leisure – that is more sustainable, efficient, and works.

So what is the DNA of a city? What’s the DNA of your city of the future?

Inspiring Cities

Cities have emerged over centuries, sometimes with careful design, and otherwise with chaotic sprawl. Here are some of the best designed cities, starting with Amsterdam, which I love for its canals, but also the cultural and human vibrancy of its city centre.

Amsterdam, Netherlands: The dutch city is planned along the four concentric canal rings initiated in the 17th century. These canals have given the city a definite structure whereas the housing is built in clusters to lend lateral support. Public housing in the city is designed to clearly define the urban character, with special attention paid to the façade design that is now the image of the city. The excellence of Dutch planning is reflected in the emphasis on connectivity, well designed public spaces for a higher standard of public life.

Singapore: The Asian city-state has seen rapid economic development and high quality of public life owing to an efficient government and city planning strategy. Divided into a series of partially self-sufficient precincts, each precinct is governed by four regional centers other than the central government. These planning strategies have been successful in creating quality affordable housing, integrating green spaces, enhancement of mobility and transport services while sustaining a flourishing economy.

Copenhagen, Denmark: The urban plan  was conceived as a ‘Five Finger Plan’ to build an integrated network of urban infrastructure, transport and green spaces. The key element of the planning is the location of people and their movement through the plan. The development is condensed along these lines to encourage the use of public transit networks. The emphasis on sustainability, the high quality of public life, a sensitive approach to development is testament to the success of the urban planning and execution in Copenhagen. Today it seeks to be a “Doughnut City” living with in the limits of environmental impacts, and designed to do more socially.

Washington DC, USA: The urban plan is known as the L’Enfant Plan named after Pierre Charles L’Enfant, the original urban planner for the city. The city is regulated with north-south and east-west running streets intersected by broader ‘avenues’ that would create rectangles within the grid for memorials and open spaces. The plan also establishes the National Mall – a landscaped public park, the extents marked by the United States Capitol and Lincoln Memorial on each end.

Brasilia, Brazil: The city’s urban plan developed by Lucio Costa is famously known as a ‘Pilot Plan’ owing to its plan that is defined by two intersecting axes. The monumental long axis is the location of all the government buildings, whereas the residences of the government employees are located along the cross axis. These residences are within areas known as the ‘super-quadra’ that also has amenities such as shops, hospitals and schools. However, Brasilia was envisioned largely as a city for automobiles and does not consider pedestrian mobility.

Innovating Cities

Flying into Astana, I didn’t know what to expect. I had previously visited Almaty, the former capital which was historic but crumbling, and certainly not giving the image of a dynamic, young nation. That all changed in Astana, with its video-walled skyscrapers and ultramodern infrastructure:

Astana, Kazakhstan: Now known as Nur-Sultan, it is the capital of Kazakhstan, developed to promote economic growth and modernisation, and a vastly different look and feel to the historic former capital of Almaty.

• Modern Architecture: Features iconic buildings like the Bayterek Tower and the Khan Shatyr Entertainment Center.
• Economic Hub: Focus on attracting investment and fostering economic development.
• Cultural Institutions: Hosts museums, theaters, and cultural centers. Success Factors:
• Strategic Relocation: Moving the capital from Almaty to Astana helped distribute economic activity more evenly across the country.
• Investment in Infrastructure: Significant investment in modern infrastructure and amenities.

Brasília, Brazil: the Latin American capital, designed to promote the development of the country’s interior.

• Modernist Architecture: Known for its unique and innovative architectural designs by Oscar Niemeyer.
• Government Hub: Houses Brazil’s federal government institutions.
• Planned Layout: Designed with a distinctive airplane-shaped layout.
• Visionary Design: Innovative urban planning and architecture set Brasília apart.
• Economic Development: Helped stimulate economic growth in Brazil’s interior regions.

Canberra, Australia: the capital city, designed to be the political and administrative centre of the country.

• Government Buildings: Home to the Australian Parliament House and other key government institutions.
• Cultural Institutions: Hosts national museums, galleries, and cultural centers.
• Planned Layout: Designed with a radial layout and extensive green spaces. Success Factors:
• Purpose-Built: Created to serve as the nation’s capital, with a focus on governance and culture.
• Quality of Life: High standard of living with excellent public services and amenities.

Lavasa, India.  India has the world’s largest population, and most of it in its huge cities. This is a planned city near Pune, India, designed to be a modern, self-sustaining urban area.

• Mixed-Use Development: Lavasa includes residential, commercial, educational, and recreational spaces.
• Scenic Location: The city is situated in a picturesque valley, offering a high quality of life.
• Infrastructure: Lavasa features well-planned infrastructure, including roads, utilities, and public transportation.
• Private Investment: Private developers played a significant role in Lavasa’s development.
• Tourism Focus: The city’s scenic location and recreational facilities attract tourists and residents alike.

Navi Mumbai, India:  This is a planned satellite city of Mumbai, designed to decongest the main city.

• Residential Areas: Well-planned residential neighborhoods with modern amenities.
• Commercial Zones: Business districts and commercial centers to support economic growth.
• Infrastructure: Robust infrastructure, including roads, railways, and public transportation.
• Strategic Location: Proximity to Mumbai, making it an attractive alternative for residents and businesses.
• Balanced Development: Focus on both residential and commercial development to create a self-sustaining city.

Putrajaya, Malaysia:  The country’s new administrative capital, designed to alleviate congestion in Kuala Lumpur:

• Government Hub: Houses many of Malaysia’s government offices and ministries.
• Green Spaces: Extensive parks and green areas, including the Putrajaya Wetlands.
• Modern Infrastructure: Well-planned roads, bridges, and public transportation. Success Factors:
• Strategic Planning: Careful planning ensured a balanced mix of administrative, residential, and recreational areas.
• Sustainability: Emphasis on green spaces and environmental sustainability.

Songdo, South Korea: Songdo International Business District is a smart city built on reclaimed land along Incheon’s waterfront. It is designed to be a sustainable, high-tech urban area.

• Sustainability: Songdo incorporates green building practices, extensive parks, and a central waste disposal system that eliminates the need for garbage trucks.
• Technology: The city is equipped with smart technologies, including sensors for traffic management, energy-efficient buildings, and high-speed internet connectivity.
• Mixed-Use Development: Songdo features a mix of residential, commercial, and recreational spaces, making it a vibrant and livable city.
• Public-Private Partnerships: Collaboration between the government and private developers played a crucial role in Songdo’s development.
• Strategic Location: Proximity to Incheon International Airport and major transportation hubs boosted Songdo’s appeal as a business and residential destination.

City Building

What’s the formula for a 21st Century City DNA?

Purpose × Design × Ecosystem × Experience × Governance = Sustainable Prosperity

Planning a successful new city requires meticulous attention to a multitude of factors. In many ways, there is no difference to developing an effective business strategy, including innovation and transformation, delivery and ongoing management. Here are some key elements and steps involved in the city building process:

Purpose

• Define the Vision: Establish a clear vision for the city’s purpose, such as economic growth, sustainability, innovation, or quality of life.
• Set Objectives: Outline specific goals and objectives that align with the vision. These could include economic targets, population growth, environmental sustainability, and social inclusivity.

Strategy

• Comprehensive Plan: Develop a master plan that includes land use, transportation, infrastructure, and zoning regulations.
• Phased Development: Break down the development into manageable phases, starting with essential infrastructure and gradually adding residential, commercial, and industrial areas.

Zoning

• Residential Areas: Designate zones for residential development, ensuring access to schools, healthcare, parks, and amenities.
• Commercial and Retail: Plan commercial and retail spaces to provide services and employment opportunities for residents.
• Industrial Zones: Allocate areas for industrial use, considering proximity to transportation hubs and minimizing impact on residential zones.
• Green Spaces: Incorporate parks, recreational areas, and green belts to enhance the city’s livability and environmental quality.

Infrastructure

• Transportation: Plan an efficient transportation network, including roads, public transit, pedestrian pathways, and cycling routes.
• Utilities: Ensure reliable access to water, electricity, gas, and waste management systems.
• Communication Networks: Develop high-speed internet and telecommunication infrastructure to support business and residents.

Sustainability 

• Eco-Friendly Design: Implement green building practices and energy-efficient designs for buildings and infrastructure.
• Renewable Energy: Invest in renewable energy sources like solar, wind, and hydropower.
• Smart Technologies: Use smart technologies for traffic management, energy distribution, waste management, and public services.

Economics

• Attract Investment: Create incentives and favorable conditions to attract businesses and investors.
• Diverse Economy: Plan for a diverse economy with sectors such as technology, finance, manufacturing, and tourism.
• Job Creation: Develop policies and initiatives to create job opportunities for residents.

Partnerships

• Collaboration: Foster public-private partnerships between government and private sector entities to leverage resources, expertise, and funding.
• Investment: Secure funding through public and private investments for large-scale projects.

Community 

• Stakeholder Involvement: Engage with community members, stakeholders, and experts to gather input and feedback.
• Transparency: Ensure transparent communication and decision-making processes to build trust and support.

Regulation

• Policies and Regulations: Establish clear policies and regulations to guide development, land use, and environmental protection.
• Compliance: Ensure compliance with local, national, and international standards and regulations.

Management

• Continuous Assessment: Monitor progress and performance of the city’s development, making adjustments as needed.
• Feedback Loop: Establish a feedback loop to incorporate lessons learned and improve future planning and implementation.

Where to start?

Here’s a strategic roadmap for imagining, designing, and building a truly future-ready city:

1. Define the City’s Purpose and Identity

Start with the “Why”
Before any road is drawn or land allocated, articulate the city’s reason for existence — its DNA.

Key questions:

• What human, economic, or planetary problem does the city exist to solve?

• What kind of people do you want to attract and empower?

• What values and ambitions define its culture — innovation, inclusion, sustainability, creativity, wellbeing?

• How does it differentiate itself from other global cities?

Strategic output:

A City Purpose Charter — a document defining its mission, values, and long-term promise (e.g., “A city designed for human flourishing and planetary balance”).

Examples:

• Singapore built its identity around “a garden city for the future.”

• Dubai defined itself as “a global hub for ambition and opportunity.”

• Copenhagen: “the world’s most liveable green city.”

2. Shape the Vision and Future Story

Once the purpose is defined, create a narrative that inspires investors, residents, entrepreneurs, and global partners.

Components:

• Vision statement (what success looks like in 50 years).

• Brand essence (how the city feels and is experienced).

• Narrative pillars — e.g., Innovation + Inclusion + Nature + Culture + Opportunity.

This becomes the story you sell to the world — and the compass for every design, policy, and investment decision.

3. Design the City Ecosystem

The next step is to architect the ecosystem — not just physical spaces, but how they interconnect.

Core layers:

• Urban design — layout, density, mobility patterns, zoning flexibility.

• Infrastructure — energy, water, waste, mobility, digital networks, logistics.

• Economic systems — tax incentives, innovation zones, entrepreneurship support, trade infrastructure.

• Social systems — education, healthcare, housing, culture, inclusion.

• Environmental systems — circular economy, biodiversity, carbon neutrality, resilience.

Strategic principles:

• 15-minute city model: every essential need accessible within 15 minutes.

• Digital twin architecture: model every aspect in real time for planning and optimization.

• Mixed-use zoning: blending work, living, learning, and leisure to foster interaction.

• Regenerative design: buildings and systems that give more than they take.

4. Build the Economic Engine

Cities thrive on economic vitality. Create a diversified innovation economy from the start.

Key steps:

• Anchor sectors — choose 3–5 high-potential industries (e.g., AI, clean energy, biotech, creative industries).

• Investment framework — develop PPPs (public-private partnerships), sovereign funds, global venture ecosystems.

• Talent magnetism — visa and lifestyle programs to attract entrepreneurs, scientists, creatives.

• Innovation districts — hubs for R&D, start-ups, and cross-sector collaboration.

• Education pipeline — universities aligned with future industry clusters.

Think of the city as a venture portfolio — investing in a mix of industries that generate sustainable growth.

5. Design for Human Experience and Culture

Cities succeed when they’re not just efficient — but alive, inspiring, and deeply human.

Consider:

• Public realm — green spaces, waterfronts, cultural centres, art installations.

• Housing diversity — accessible, modular, adaptive homes.

• Health and wellbeing — active transport, fresh food access, mental health design.

• Cultural DNA — museums, festivals, music, food, storytelling — building belonging.

• Social innovation — cooperatives, shared spaces, community governance models.

Your goal: to make people feel part of something bigger.

6. Embed Smart Systems and Digital Governance

Technology should amplify humanity, not dominate it.

Strategic layers:

• Data infrastructure: interoperable, privacy-first digital systems.

• AI-enabled management: optimize energy, waste, transport, and emergency systems.

• Blockchain governance: transparent land registry, service contracts, and digital identity.

• Citizen platforms: participatory governance, where residents co-create policy.

Outcome:

A city that is self-learning — sensing, predicting, and adapting in real time.

7. Develop a Financing and Investment Model

Every great city needs long-term capital and smart governance.

Strategic actions:

• Establish a sovereign urban development fund.

• Structure investment layers: infrastructure (long-term), real estate (medium-term), innovation (high-growth).

• Attract anchor investors: multinational companies, development banks, and global talent funds.

• Create value-capture mechanisms: land value uplift, carbon credits, digital services.

The financial model should allow reinvestment of growth profits into social and environmental equity.

8. Build Governance, Policy, and Resilience

Cities fail when governance lags ambition.

Strategic design:

• Adaptive governance model: combining public transparency with entrepreneurial agility.

• Regulatory sandbox: experiment with new technologies, energy systems, and business models safely.

• Crisis resilience: design for climate, cyber, and health shocks.

• Citizen assembly: participatory democracy for legitimacy and inclusion.

9. Attract and Curate Population Growth

A new city must curate its first wave of citizens strategically — the founding community becomes the cultural DNA.

Strategic sequence:

1. Pioneers: entrepreneurs, designers, technologists, artists.

2. Settlers: families, educators, small businesses.

3. Scale: service industries, manufacturing, finance, logistics.

Offer lifestyle incentives and clear storytelling about the future you’re inviting people to join.

10. Create a Dynamic Brand and Global Identity

Finally, wrap it in a world-class city brand — the synthesis of purpose, culture, and experience.

Key elements:

• Iconic design: architecture that becomes symbolic.

• Cultural events: festivals, expos, or summits.

• Media strategy: continuous storytelling to attract investment and talent.

• Global partnerships: align with other innovative cities for exchange and visibility.

A great city is a living organism, not a masterplan — designed for evolution, inclusion, and constant reinvention.

More resources

• 20 of the World’s Newest Cities
• World Smart Cities Forum Case Studies
• 6 Smart City Case Studies from the World Bank
• Next Gen Real Estate Projects Shaping Cities 

In a world grappling with environmental degradation, societal disconnection, and systemic disruption, the dominant model of business leadership is proving inadequate.

Traditional leadership often emphasises control, efficiency, linear growth, and profit maximization. This mindset encourages a blinkered approach, to drive profit at all costs. Short-term, yes, and also without caring about the external costs of achieving it (the costs to nature, and society).

But a new paradigm is emerging.

Rooted in living systems thinking, inspired by the intelligence of nature, and focused on creating conditions for life to thrive, regenerative leadership offers a path forward. It invites leaders to reimagine business as a force not just for minimizing harm, but for regenerating people, planet, and profit simultaneously.

So what is regenerative leadership?

Regenerative leadership is a way of leading that’s inspired by the principles of living systems and nature. Instead of trying to control or extract from the world, regenerative leaders work to create conditions for life to thrive—within their organisations, communities, and ecosystems.

Regenerative leaders seek to reinvent business as a force for good. It can still be about growth and profitability, but in a more enlightened way. In a way that gives more than it takes – becomes net positive, rather than net zero – and creates value for shareholders, and all other stakeholders too.

At its core, regenerative leadership is about shifting from a mechanistic, exploitative mindset to a holistic, life-centered approach. It focuses on restoring and enhancing the health of people, planet, and systems while still delivering profitable growth. It’s not just about doing less harm—it’s about actively doing good and contributing to regeneration.

Leading business as a living system

For much of the industrial era, organizations have been treated like machines—predictable, hierarchical, and controllable. This mechanistic worldview has led to rigid structures, siloed thinking, and a short-term focus on outputs and efficiency. Regenerative leadership, in contrast, draws inspiration from nature, recognizing that organizations are living systems embedded within larger living systems—ecosystems, societies, and economies.

Living systems thrive through diversity, decentralization, reciprocity, and resilience. They are dynamic, self-organizing, and constantly evolving. Leaders who adopt a regenerative mindset understand that business must align with these natural principles if it is to remain viable in the face of accelerating change. Regenerative organizations are not merely sustainable; they are life-enhancing, contributing positively to the systems in which they operate.

These ideas are brilliantly articulated in the book Regenerative Leadership: The DNA of life-affirming 21st century organisations by Giles Hutchins and Laura Storm of Regenerators, who also capture their ideas in beautiful visuals.

The core of regenerative leadership

Regenerative leadership begins with a shift in consciousness—from separation to interconnection. It asks leaders to move beyond ego-centric to eco-centric thinking. Rather than seeing the organization as an island, leaders recognize it as part of a larger web of relationships and responsibilities. This shift reshapes decision-making, strategy, innovation, and culture.

Several core principles define regenerative leadership:

• Purpose Beyond Profit
  Regenerative businesses are animated by a deep sense of purpose that extends beyond financial returns. They seek to serve life, not extract from it. Profit is seen as a means to sustain and scale impact, not the end goal. This shift unlocks intrinsic motivation among employees, fosters trust among stakeholders, and builds brand resilience.

• Systems Thinking
  Regenerative leaders see the bigger picture. They cultivate the ability to zoom out and understand the interdependencies within and beyond their organizations. This systems awareness helps leaders anticipate unintended consequences, design holistic solutions, and foster innovations that ripple across sectors and scales.

• Resilience and Adaptability
  Inspired by nature’s capacity to adapt, regenerative leaders build organizations that are resilient to shocks and capable of evolving. They design with change in mind—embracing uncertainty, learning from feedback, and investing in decentralized structures that empower teams and communities.

• Inner Development
  Regeneration starts from within. Leaders must undergo personal transformation to lead system-level change. This includes cultivating emotional intelligence, humility, empathy, and presence. Regenerative leadership is not just about strategy; it’s about being—showing up with authenticity, curiosity, and care.

• Co-creation and Inclusion
  Nature thrives through collaboration. Likewise, regenerative leadership is relational, not transactional. It honors diverse voices, fosters deep listening, and builds partnerships across boundaries. Stakeholder inclusion—especially those historically marginalized—is essential for developing truly regenerative solutions.

• Integration of Regenerative Design
  A regenerative business designs its products, processes, and places in ways that restore ecosystems and communities. From circular supply chains and regenerative agriculture to buildings that sequester carbon and workspaces that nourish wellbeing, the design choices reflect a commitment to healing and renewal.

Examples of regenerative leaders in business 

Here are some of the best known regenerative business leaders, CEOs and founders who are reshaping business not just to minimise harm, but to restore ecosystems, empower communities, and create long-term systemic value:

• Hamdi Ulukaya: the Turkish immigrant entrepreneur founded greek yogurt business Chobani as a force for social regeneration – hiring refugees, supporting rural economies, and pushing for ethical capitalism. Key initiatives included profit-sharing, inclusive hiring, local supply chains, food equity programs.
• David Perry: founder of Indigo Agriculture, built a company helping farmers adopt regenerative agriculture while tracking carbon sequestration and rewarding ecosystem services. His key initiatives include a carbon farming marketplace, microbial seed coatings, farmer-centered impact metrics.
• Tom Szaky: a circular economy entrepreneur designing reuse and refill systems for global brands to move beyond single-use packaging. His businesses are TerraCycle and Loop, with a reusable packaging platform, recycling hard-to-recycle waste, closing resource loops.
• Yvon Chouinard: Chouinard built Patagonia on environmental ethics, but went further by making the Earth its “only shareholder” in 2022. The company invests profits in regenerating nature and fighting climate change. His key initiatives included regenerative organic cotton, Worn Wear (circularity), environmental grants.
• Emmanuel Faber: Faber pushed Danone to become the world’s first large multinational to adopt “Entreprise à Mission” status, integrating social and environmental purpose. His iconic projects included regenerative agriculture programs, B Corp certifications, climate-forward dairy sourcing.
• Paul Polman: the Dutch CEO transformed Unilever’s business model toward sustainable living, prioritising stakeholder capitalism and long-term planetary health. And famously refusing to be a salve to quarterly returns. Key projects included the Sustainable Living Plan, carbon-positive operations, inclusive value chains.
• Eva Karlsson: CEO of Swedish brand Houdini Sportswear, leads with circularity, ecological innovation, and transparent product development rooted in planetary boundaries. Key initiatives included full product take-back system, climate-positive operations, regenerative design labs.
• Mate Rimac: Founded of Rimac Automobili, based in Croatia, makes electric supercars and champions clean mobility and circular engineering as ways to regenerate transportation systems. His projects include electric drivetrains, closed-loop manufacturing, future mobility ecosystems.

These leaders share traits like systems thinking, deep ecological awareness, long-term orientation, and a drive to serve life, not just shareholders. Of course, in a business context, generating profitable returns still matters.

Yvon Chouinard sold his entire Patagonia business to a non-profit foundation, through which every cent of earnings goes to fighting climate change. Financial success therefore leads to positive impact. At Danone, Emmanuel Faber was less successful. While developing a fabulous transformational plan, he failed to recognise the need to also deliver short-term returns, and lost his job. You need to do deliver short and long-term, financial health and a better world

Leadership practices for regeneration

Regenerative leadership is not a fixed set of actions but a living practice. It requires continual reflection and adaptation. However, there are practices that help leaders embody this new way of leading:

• Nature Immersion: Regular engagement with nature cultivates presence, perspective, and inspiration. It reminds leaders of their place in the web of life and offers direct insights into living systems.

• Deep Listening and Dialogue: Regenerative leaders create spaces for meaningful conversation. They ask powerful questions, listen beyond words, and make room for silence. Dialogue becomes a source of collective wisdom and emergence.

• Biomimicry and Nature-Inspired Innovation: By studying how ecosystems solve complex problems, leaders can innovate more sustainable and efficient processes. For example, decentralized water systems modeled on root networks or governance inspired by the behavior of social insects.

• Regenerative Metrics: Moving beyond KPIs focused solely on revenue or efficiency, regenerative leaders embrace metrics that track impact on soil health, biodiversity, community wellbeing, and employee flourishing. These holistic indicators better reflect the health of the whole system.

• Ritual and Rhythm: Just as nature follows rhythms—seasons, cycles, pulses—regenerative leadership honors the natural rhythms of people and teams. This includes respecting rest, reflection, and renewal as essential to creativity and performance.

Business as a living organism

Organizations that adopt regenerative leadership begin to behave less like machines and more like ecosystems. Patagonia, for example, has built a culture rooted in environmental activism and regenerative agriculture. Interface, the modular flooring company, shifted its entire business model to “reverse climate change,” integrating biomimicry and circular economy principles into everything it does. These companies demonstrate that regeneration and profitability are not at odds—when done authentically, they reinforce each other.

The regenerative business sees its role not as dominating the marketplace but as stewarding the future. It contributes to local communities, replenishes ecosystems, and builds long-term social equity while also creating economic value. This is not altruism—it’s strategy. As markets become more volatile and stakeholders demand more accountability, regenerative businesses are positioned to lead.

The leadership we now need

The challenges of our time—climate disruption, biodiversity loss, inequality, burnout—are not isolated problems. They are symptoms of a deeper crisis in how we lead and live. Regenerative leadership meets this moment by returning to timeless truths. Nature has 3.8 billion years of experience in creating thriving, resilient systems. Rather than trying to dominate nature, it’s time we learn from it.

This is a radical act—not in a destructive sense, but in the original meaning of radical: going to the root. Regenerative leadership invites us to reconnect with our deepest values, our highest aspirations, and the living systems we are part of. It asks us to lead not just for today, but for seven generations to come.

In doing so, we can transform business from a source of extraction to a source of regeneration. We can build companies that heal rather than harm, that enliven rather than deplete. And in this transformation, we not only reinvent business—we reinvent ourselves.

“AI is the defining technology of our time. The question isn’t whether we use it, but how responsibly and creatively we lead with it” says Microsoft’s Satya Nadella.

A recent study by Dataiku found that 74% fear they could be fired within the next 2 years if they don’t make the right choices regarding AI – both in terms of what and how to embrace, but also not being left behind.

“Leadership in the AI era means being bold enough to experiment, smart enough to learn, and human enough to care” says Jae Fraser at Citigroup, while Jensen Huang adds “”The companies that will thrive in the future are those that embrace AI as a co-pilot, not just an add-on”

In a world shaped by relentless technological advancement, economic shocks, and rising complexity, the nature of leadership is undergoing a profound transformation. AI is not just a new tool in the business toolkit—it’s a disruptive force reshaping markets, operating models, and customer expectations. To thrive in this era, business leaders must evolve into adaptive, ecosystem-minded, and human-centered orchestrators of innovation.

The Leadership Shift

Traditional leadership focused on control, stability, and predictability. But those paradigms no longer work in a world where change is constant and uncertainty is the new normal. Today’s leaders must:

• Anticipate shifts instead of reacting to them
• Build agile, modular organizations
• Champion experimentation and fast learning
• Orchestrate value across networks and platforms
• Lead with purpose, empathy, and ethics

How AI Is Changing the Game

AI is not just automating routine tasks—it is fundamentally altering how businesses operate, compete, and create value. Here’s how:

1. Real-Time Intelligence for Faster, Smarter Decisions
AI-powered analytics allow businesses to make real-time decisions based on dynamic, live data. From predictive demand forecasting to customer sentiment analysis, AI enhances decision quality and speed.

2. Hyper-Personalization at Scale
AI enables companies to understand individual customer behavior and deliver deeply personalized experiences. In banking, retail, and health, AI-driven engines tailor products, recommendations, and services to each user, increasing engagement and loyalty.

3. Reinvented Business Models
AI allows for new business models—such as AI-as-a-service, usage-based pricing, or outcome-based contracts. It enables digital twins, autonomous systems, and embedded intelligence across everything from supply chains to insurance underwriting.

4. Enhanced Operational Efficiency
Machine learning can optimize supply chains, detect fraud, automate customer service, and improve risk management. AI boosts profitability by reducing waste, improving precision, and freeing human talent for higher-value work.

5. Unlocking New Sources of Growth
AI opens entirely new frontiers—like generative design, synthetic biology, AI-created content, and autonomous decision systems. These enable businesses to enter new markets, launch new products, and rethink value creation.

What it takes to lead in an age of AI

Lead with Foresight, not Just Strategy

From Adaptability to Prediction

• Build capacity for anticipating change, not controlling it.
• Use AI-powered simulations, scenario planning, and real-time data to prepare for multiple futures.

Example: Satya Nadella, CEO, Microsoft
Nadella transformed Microsoft from a slow-moving giant into an agile innovator. He redefined Microsoft as a cloud-first, AI-powered platform company.He instilled “tech intensity” across industries, enabling organizations to become digital-native. Microsoft’s strategic acquisitions (GitHub, OpenAI partnership) and AI integration into Office and Azure demonstrate a long-term vision for AI leadership.

Think Ecosystem, not Enterprise

Leaders now orchestrate networks, not command structures

• Embrace open platforms, partner ecosystems, and co-innovation.
• Collaborate across industries to create new customer value.

Example: Andy Jassy, CEO, Amazon 
At AWS, Jassy built a developer-centric ecosystem that became the default digital infrastructure of the global economy. As Amazon CEO, he’s doubling down on platform extensibility (e.g., AI-as-a-service with Bedrock), and opening new verticals like healthcare and logistics by partnering with others, not going solo.

Be AI-Fluent and Human-Centered

Understand what AI can do, and what humans must do better

• Build AI fluency in the C-suite and across the workforce.
• Pair AI tools with human empathy, ethics, and creativity.

Example: Melanie Perkins, Co-founder & CEO, Canva
Perkins scaled Canva by embedding AI to democratize design—tools like Magic Design and text-to-image make pro design accessible to all. She’s equally focused on building a values-driven culture that champions diversity, sustainability, and inclusion while moving fast.

Build Organisational Resilience and Optionality

Design your business to bend, not break

• Adopt modular operating models with built-in redundancy and flexibility.
• Make real-time decisions based on live data, not lagging metrics.

Example: Jensen Huang, CEO, Nvidia
Huang built Nvidia not just as a chipmaker, but as a foundational platform for the AI economy. When crypto markets crashed, Nvidia shifted to powering AI infrastructure and the metaverse. Its adaptive capacity has made it one of the world’s most valuable companies.

Lead with a Deep Sense of Purpose

Purpose is your compass in chaos

• Anchor decisions in mission and values, not quarterly fluctuations.
• Use purpose to guide ethical AI use, sustainability goals, and societal impact.

Example: Hamdi Ulukaya, CEO, Chobani
Ulukaya built Chobani on a purpose-first model: quality food, inclusive hiring (especially refugees), and community reinvestment. During supply chain shocks, Chobani stayed resilient by doubling down on its mission and building local, flexible supply system

Example of Piyush Gupta, DBS Bank

Gupta was appointed CEO of DBS Bank, based in Singapore, in 2009 with a vision to transform it from a traditional bank to a technology company offering banking services.”

• Rebranded DBS as a “22,000-person startup”:
  Gupta’s goal was cultural transformation. He introduced a start-up mindset across the bank using hackathons, agile squads, and OKRs (objectives and key results). Employees are encouraged to innovate and fail fast.

• AI at the Core of Reinvention:
  Gupta launched the “GANDALF” strategy (Google, Amazon, Netflix, DBS, Apple, LinkedIn, Facebook)—emulating big tech to guide DBS’s digital journey.

• Customer-Led, AI-Powered:
  DBS uses AI to create “intelligent banking” journeys, where customer needs are predicted and served preemptively. For example:

  • AI models anticipate cash needs for SMEs.

  • Digital assistant “digibot” handles 90% of service queries autonomously.

  • Real-time AI fraud engines scan millions of transactions daily.

• Data-Driven Culture:
  Under Gupta, DBS created over 1000 AI/ML models spanning credit, marketing, customer service, and risk.

• Launched “DBS NAV Planner”, an AI-powered financial wellness tool integrated into customers’ lives.

• Invested in AI explainability and fairness tools to comply with regulation and build trust.

• Named the world’s best digital bank by Euromoney and The Banker multiple times.

 

A New Operating System for Leadership

Leaders in an Age of AI must now be:

• Technologists (fluent in AI, data, and digital)

• System thinkers (navigating ecosystems, not silos)

• Culture shapers (driving trust, ethics, and agility)

• Resilience architects (designing for shock, speed, and scale)

• Human-centered visionaries (balancing machine intelligence with human empathy)

The world won’t slow down. AI will only accelerate the pace of change. Economic cycles will become more volatile. Complexity will deepen. In this environment, leadership must become an operating system built on agility, foresight, and shared value creation.

Those who embrace this shift—like Nadella, Gupta, Perkins, Huang, and Ulukaya—aren’t just surviving. They are redefining what it means to lead in the 21st century.

And for those willing to lead with vision and courage, AI is not a threat. It’s the greatest opportunity in a generation to build better businesses and a better world.

 

Happiness, Mo Gawdat reminds us, is not the product of chance or circumstance. It is not something that happens when the stars align, when careers succeed, or when material abundance is achieved. Instead, happiness is a choice, an equation, and a discipline of mind.

In Solve for Happy, Gawdat, a former Google engineer, reduces the mystery of joy into a formula: Happiness is greater or equal to the events of your life minus your expectations of how life should be. Put differently, unhappiness arises not from life itself, but from the gap between reality and our mental model of what reality should be.

But if happiness is an equation, it is also an art of living. It demands awareness, reframing, and the courage to let go. Gawdat, who developed his framework while grieving the sudden death of his son Ali, argues that happiness is the default state of the human mind, like a clear sky that only becomes obscured when clouds gather. The work of life, then, is not to acquire happiness, but to return to it—by learning how to remove the clouds of fear, ego, comparison, and distorted thought.

This inner journey, however, cannot be separated from the world around us. And here Gawdat’s later work, Scary Smart, takes the conversation further. If in Solve for Happy the challenge is mastering our expectations, in Scary Smart the challenge is preparing for a future where machines will think, learn, and decide in ways beyond human control. Artificial intelligence, he argues, is not only the most powerful technology humanity has ever created—it is also, in effect, a new form of life. Like children, these machines will grow up shaped by the environment we create for them. The question becomes: what values will they inherit?

The two books, though written years apart, are in truth parts of the same equation. To solve for happy in the age of AI, we must learn both the mechanics of joy within ourselves and the ethics of intelligence beyond ourselves. The wisdom is practical, urgent, and deeply human.

The Equation of Happiness

At its heart, Gawdat’s formula insists that happiness is a mental construct. Events themselves are neutral; it is our interpretation that creates suffering. Lose a job, and one person may despair while another sees opportunity. Rain may spoil a picnic but nourish the fields. If we can reduce the gap between expectation and reality—by adjusting our expectations or reframing reality—then we restore balance.

To apply the formula, Gawdat offers a set of engineering-like principles. First, accept that suffering is optional. Pain may be unavoidable, but suffering arises when we resist what is. Second, recognize the illusions that trap us: control, time, self, fear. These are mental constructs, not absolute truths. Third, embrace gratitude, as a way to recalibrate expectations by noticing abundance rather than absence. Finally, anchor happiness not in fleeting moments of pleasure, but in meaning and love.

This framework does not deny hardship. When Ali died, Gawdat could not erase grief. But he could decide how to live with it: either by letting the tragedy define him, or by using it to deepen his understanding of joy. His formula did not eliminate loss—it gave him a way to honour it without surrendering to despair.

The Rise of Intelligent Machines

In Scary Smart, Gawdat applies the same logical clarity to the global transformation wrought by artificial intelligence. Here the “expectation gap” takes on planetary proportions. Humanity, he argues, expected AI to be a tool—a servant to improve productivity, diagnose diseases, or power search engines. But reality is already moving faster. AI systems learn, adapt, and act in ways their creators cannot fully predict. By 2050, Gawdat forecasts, they will be billions of times smarter than the human brain.

This is not science fiction; it is trajectory. The danger is not that machines will become evil villains, but that they will become powerful without moral guidance. Like unsupervised children, they will learn from the data they are fed—the biases of social media, the aggression of human history, the greed encoded into markets. If we continue to model selfishness and division, AI will inherit and amplify those flaws.

Yet Gawdat is no pessimist. He argues that AI can be the greatest ally humanity has ever had, if we approach it not with fear, but with responsibility. Just as parents shape the character of children through love, example, and values, so too must we raise AI with compassion, fairness, and wisdom. “They will be smarter than us,” he writes, “but they will always look up to us.”

The Bridge Between Inner and Outer Happiness

Taken together, Gawdat’s two books sketch a bridge between personal happiness and collective survival. The same patterns that cloud our individual joy—fear, ego, illusion—also cloud our relationship with technology. If we cannot master the expectations within our own minds, how can we shape the intelligence we unleash upon the world?

Consider the illusion of control. In life, we cling to the belief that we can control outcomes, and when reality defies us, we suffer. With AI, governments and corporations cling to the idea they can control technology, when in fact its learning systems evolve beyond any single hand. Letting go of control does not mean surrender; it means shifting from domination to guidance, from fear to trust, from rigidity to adaptability.

Or consider the power of love. In Solve for Happy, love is both the highest source of joy and the antidote to suffering. In Scary Smart, love becomes a practical strategy: if we want AI to be benevolent, we must model benevolence ourselves. Machines will learn not from what we say, but from how we live. If our societies reward exploitation, that is the pattern they will amplify. If we embody kindness, collaboration, and empathy, those too will scale.

The link is clear: solving for happy is not only about individual peace, but also about teaching our intelligent creations what it means to flourish.

Practically Happy

From Gawdat’s combined thinking, several lessons emerge for life and leadership today.

• Reframe expectations. Whether in personal life or business, suffering comes from expecting permanence in a changing world. By seeing reality as it is, we gain freedom.

• Focus on what doesn’t change. Love, compassion, and meaning are constants. Anchoring in them provides stability amid flux—whether facing loss or facing exponential technology.

• Model the values you want to scale. Children, teams, and machines alike learn more from example than instruction. To build a better future, embody fairness, empathy, and gratitude today.

• Embrace humility. AI will outthink us, just as reality often surprises us. Humility allows us to guide rather than control, to teach rather than dominate.

• Choose happiness as discipline. Happiness is not naive optimism. It is the decision to reduce the expectation gap, to accept impermanence, and to keep choosing love over fear.

A Future Worth Building

Mo Gawdat’s work is a call to courage. To live is to experience loss, but not to be defined by it. To create is to unleash forces greater than ourselves, but not to abandon them. Happiness, in this sense, is not only a personal equation but a collective responsibility.

In a future where artificial intelligence grows up as our digital offspring, the question is no longer just how to solve for happy within ourselves, but how to solve for happy as a species. What values will we transmit? What stories will we tell? What example will we set?

Gawdat’s answer is simple, but profound: begin with yourself. Clear the clouds in your own mind. Choose love, gratitude, humility. Then extend those choices outward—into how you lead teams, raise children, design technologies, and interact with machines. In doing so, you are not only solving for happy, but also teaching the next intelligence how to do the same.

The equation for happiness, it turns out, may also be the equation for survival. If we can align reality with wiser expectations—if we can teach both humans and machines to value joy over fear, compassion over greed—then perhaps the future will not be scary, but smart.

Emmanuel Wanyonyi, the young Kenyan 800m runner, was one step away from an Olympic gold medal at Paris 2024. He had just breezed through his semi-final and his coach, Claudio Berardelli, was planning to meet up for some words of wisdom and encouragement before the following day’s final. He had not seen him for some days, as he was his personal coach, rather than accredited coach to the Kenyan team.

In a taxi to meet his 20 year old protege, Berardelli thought about all the smart things he could say. What should he advise as tactics, who should he look out for, and what would be the plan B if that didn’t work?

When they met, Wanyonyi was buzzing. “I felt great. I’m ready” he proclaimed. “How will you run the final?” asked the coach. “Fast. I will go through half-way in 49 seconds, nobody will catch me”. Berardelli was tempted to start talking options, but decided that mentally, his athlete was ready. “Keep it simple, don’t confuse him. He’s confident, he’s ready” he concluded.

The Olympic Men’s 800m Final. 10 August 2024, Paris.

Wanyonyi led out around the first lap as expected, the field happy to let him set the pace. But then with 300m to go, home favourite Gabriel Tual put in a huge burst, but the Kenyan wasn’t finished and fought to regain the lead. On the final bend, Marco Arop, the Canadian world champion, challenged as expected, but Wanyonyi held on down the final straight winning, by little more than the thickness of his vest.

“I have no idea how he held on to win” reflected his coach, it was his natural instinct, he is a champion. And now, aged 20, the Olympic champion.

https://www.youtube.com/watch?v=I8X_TkiarKw

Claudio Berardelli was in Nürnberg, Germany this week, sharing this experience. He had joined me for the Adidas Global Running Day, a team event for the brand’s leaders, strategists, designers, marketers and more, to think about the future.

I was there to explore the future of business – strategy, innovation, marketing – and how the Adidas team could learn from the world’s best brands.

Berardelli coaches an elite group of runners – the 2 Running Club in Kapsabet, Kenya – which is sponsored by Adidas, and includes not only Wanyonyi but others like Evans Chebet, the Boston and New York marathon champion, and Sabastian Sawe, who well could be the next runner to go sub 2 hours, particularly with the latest Adidas Adizero Adios Evo supershoes.

He was there to give more inspiration about what it takes to be the world’s best, and learn from some of the world’s top athletes.

How he got started …

“I have a degree in sports science. I graduated in Milan, and then during my studies I got in touch with some people that at that time were working with one of the leading management agencies with East Africans. I started working with them first, spending a bit of time in Italy with some athletes coming for races in Europe. I was not a runner myself, I was a cyclist up to a junior level, so I didn’t know much about running, honestly speaking. Then when I arrived in Kenya in 2004 I kind of realised that if I wanted to learn the job of coaching, I had to probably stay here. And I’m still here. I’m still here learning. I mean, almost after 20 years and many things have happened. In 2016, I set up my own club, 2 Running Club, supported by Adidas and got married with a Kenyan and have two kids here. So basically, I’ve spent most of my adult life here and Kenya is home.”

About his running team …

“It’s an amazing experience and to have a group of athletes of such a level, but also a group of friends. I don’t know how to say it, but we really go together. Anyway, in 2015 I was from a different professional experience with another group, and then I was thinking of having a sabbatical year, like a year off. I have to think a little bit about myself, but then some of the athletes are with me, they’re like, No, no way you can leave us behind whatever you decide, but we are with you. And then I started thinking of creating a club and giving, I don’t know, an identity to a group and then of course, Adidas came in and I’m very happy for that. And yeah, I think what works here is that there is a strong sense of belonging to a project that goes beyond running. So we are here to work for a better future of course, running is what we do and the club is called 2 Running Club, basically, because two is the essence of togetherness, not the individual for the group and the group for individual, because I thought that the idea of being a champion is much more than just to be a number one. So based on this simple concept, we are trying to have our own philosophy on how we approached the job, how we stay together, we face the challenges and try to overcome them.”

On coaching the world’s best athletes …

“I think the most important thing with this level of talent is not to complicate things, and to make sure that you create the conditions to allow them to express what they have. So you see, I’m happy because despite having an academic background from Europe, I grew up here as a coach. So the first generation of Kenyan athletes I work with, basically, they coached me how to be a coach. I grew up with a different approach, where, of course, you need to have the scientific background and whatever, but then you have to create the conditions to allow them [the athletes] to express themselves and not to fix them maybe into some fixed pattern, you know, and my job is basically to help them with that. Okay, they’re allowed to make mistakes, because, of course, it’s part of the job, but we have to kind of remain inside the certain boundaries. And then, of course, to learn how to avoid mistakes, because, you know, the point here is not just to be good athletes, the point here now is to work on a career. For example, the market is asking now, I mean, they don’t just want someone who wins London, but they want someone who wins London, and maybe he comes back and gets another podium, then maybe he goes on to win again. So it’s not easy, but well, we’re here to try.”

His coaching approach …

“I don’t think maybe we can talk about the Kenyan method, because I think that where Kenyan athletes have reached today in terms of training, it’s a high standard. So maybe a little bit less based on instinct, like some years ago where it was just by depending on the talent. Today, you have professional groups and in fact, you can see the level of performance is very, very high. But I think more than a method maybe there is an approach on how they look at what is running. And, and this idea that, for example, being here in our place, if someone doesn’t tell you that this is a place where you have some of the best athletes in the world, you might wonder this can’t be a camp for professional athletes, but it is because they have this capacity to remain very humble, very connected to their background and those kinds of things. And this is how it works for them. For them, running is just a way of living. I mean, most of these guys have families around here, but they know they have to stay here; this is their second home.

For some European athletes, they tend to overthink, they tend to go into so much detail that maybe are not the priorities, and they chop and change. There’s quite a trend to think that you know people can follow one training principle and if it’s not immediately getting the results, then they might switch to some other approach. And they would change coaches quite regularly. And I mean, that happens anyway, of course, but you don’t get that so much here. You don’t have that kind of overthinking. They are very, how do you say? Fatalist? And if things happen, and they don’t give themselves at least mentally boundaries, like, say, Okay, who knows, maybe one day I can be the next record holder and they believe so.”

Physical v mental attitude …

“When we talk about the physiological characteristics, there’s no doubt that they’re talented. But I think that one of the main differences are their intrinsic motivations. They know that whatever they achieve with running will have a huge impact on many generations to come. Because if you think, for example, Amos Kipruto, most likely with his activity [running] he has, how can I say, fixed the life of the sister or the brother or the sister or the brother and then the children of the children of the children will kind of have a positive impact thanks to him. So I can imagine for how many generations, because they will go to better schools. So it’s quite an interesting thing and a huge responsibility for them. And they feel it.”

On motivation and success …

“I think that the training programme, the technical approach is probably a smaller percentage in the bigger scheme of what we do; what I always tell my guys is we have to make sure that each of you gets personal stability, which means financial stability, personal stability, families, whatever, because you can have all the talent you want, but this profession is very tough. Every day you have to find the reason why you’re waking up so early and if you have a lot of external factors that are interfering, you can’t make it, so in that little office of mine is where I go and listen to their family problems, financial problems and just being here with them. 

This is coaching. They are individuals and each of them has a story, everyone has their issues, everyone has their problems that they have to deal with. This is also what makes this job very interesting and perhaps the problems that the athletes have in Kenya are slightly bigger or different to the athletes on a global scale.”

In the world of music, Fender has long been synonymous with iconic instruments like the Stratocaster and Telecaster. However, in recent years, the company has evolved from being a traditional guitar manufacturer to a comprehensive music ecosystem provider. By embracing ecosystem thinking, Fender has expanded its offerings to include online learning platforms, community engagement, personalized accessories, and innovative business models, all designed to enhance the musical journey for players of all levels.

1. Fender Play: Revolutionizing Online Guitar Learning

At the heart of Fender’s digital transformation is Fender Play, an online guitar learning platform launched in 2017. Fender Play offers a subscription-based service providing step-by-step video lessons across various instruments and genres. With over 3,000 lessons tailored to different skill levels, the platform caters to beginners and seasoned musicians alike. The intuitive interface and structured curriculum make learning accessible and engaging, fostering a sense of progression and achievement among users.

During the COVID-19 pandemic, Fender Play experienced significant growth. In response to widespread lockdowns, Fender introduced the “Play Through” initiative, offering free lessons to users. This move not only supported individuals seeking new hobbies during challenging times but also led to a surge in new users. The initiative resulted in nearly 1 million active users, with a notable increase in female participation, shifting the gender balance from 70% male/30% female to 55% male/45% female.

2. Building Community Through Digital Platforms

Recognizing the importance of community in the musical journey, Fender has cultivated a vibrant online environment for musicians to connect, share, and learn. The Fender Play Community, a dedicated Facebook group, serves as a hub for users to interact with instructors, share experiences, and access exclusive content. This community-driven approach not only enhances the learning experience but also fosters a sense of belonging among guitar enthusiasts.

Furthermore, Fender’s commitment to community engagement extends to various events and partnerships. The company has hosted virtual concerts, workshops, and collaborations with artists, providing platforms for users to showcase their skills and connect with the broader music community. These initiatives reinforce Fender’s position as a brand that values and nurtures its user base beyond the point of sale.

3. Personalized Accessories: Enhancing the Playing Experience

Understanding that accessories play a crucial role in a musician’s performance and expression, Fender offers a wide range of products designed to complement its instruments. From guitar straps and pedals to amplifiers and tuners, Fender’s accessories are crafted to enhance the playing experience. The company’s focus on quality and innovation ensures that each accessory meets the high standards expected by musicians.

Moreover, Fender has embraced customization, allowing players to personalize their instruments and accessories to reflect their unique style. This emphasis on personalization not only empowers musicians to express themselves but also strengthens their connection to the Fender brand.

4. Innovative Business Models: Subscription Services and Direct-to-Consumer Sales

Fender’s adoption of subscription-based models has opened new revenue streams and deepened customer engagement. The success of Fender Play, with over 200,000 paying subscribers and a nearly 95% retention rate, underscores the effectiveness of this approach Zuora. By offering valuable content through subscriptions, Fender has created a steady, predictable revenue stream while strengthening its brand loyalty.

In addition to digital subscriptions, Fender has expanded its direct-to-consumer sales channels. The company’s eCommerce platforms provide customers with easy access to products, lessons, and accessories, streamlining the purchasing process and enhancing the overall customer experience. This shift towards direct sales allows Fender to gather valuable data on customer preferences and behaviors, informing future product development and marketing strategies.

5. Data-Driven Insights: Personalizing the Musical Journey

Data plays a pivotal role in Fender’s ecosystem strategy. By leveraging customer data, Fender can offer personalized recommendations, tailored lessons, and targeted marketing efforts. This data-driven approach ensures that users receive content and product suggestions aligned with their preferences and skill levels, enhancing their overall experience.

Furthermore, Fender’s commitment to data transparency and user privacy fosters trust among its customer base. By responsibly managing customer information, Fender demonstrates its dedication to providing value while respecting user rights.

Conclusion

Fender’s evolution from a traditional guitar manufacturer to a multifaceted music ecosystem provider exemplifies the power of ecosystem thinking. By integrating online learning platforms, community engagement, personalized accessories, and innovative business models, Fender has created a comprehensive environment that supports musicians throughout their musical journey. This holistic approach not only enhances the customer experience but also positions Fender as a forward-thinking brand committed to innovation and community. As the music industry continues to evolve, Fender’s ecosystem serves as a model for other companies seeking to adapt and thrive in a digital-first world.

In an age of exponential change, the companies leading the charge are those who don’t just adopt new technologies — they build, shape, and scale them to redefine entire markets.

From precision lithography to autonomous vehicles, AI-powered collaboration to genomic sequencing, and from decentralised climate action to radically remote-first work cultures, a new generation of trailblazers is remapping the terrain of business.

Here’s a deep dive into ten of the most innovative companies reimagining business and market paradigms: ASML, Deepseek, GitLab, Illumina, KlimaDAO, Rocket Lab, Shopify, Slack, 37 Signals, and Waymo.

From nanoscale lithography to planetary-scale logistics, and from autonomous vehicles to autonomous organizations, these ten companies are not just riding the wave of technological change — they are making it.

What unites them is not just tech savvy, but a deep commitment to rethinking assumptions, breaking silos, and designing for the world that’s coming. As the pace of innovation accelerates, the future of business belongs to those bold enough to invent new categories, rewrite rules, and build with purpose.

ASML: The invisible giant that makes the world’s chips

Though rarely in the public eye, ASML is arguably the most important company in the global tech ecosystem. Based in the Netherlands, ASML builds the extreme ultraviolet (EUV) lithography machines that are essential for manufacturing cutting-edge semiconductors. No EUV, no modern chips. And with each machine costing over $150 million and comprising over 100,000 components, ASML’s technology is among the most complex ever built by humans.

What makes ASML so innovative is its singular focus on pushing the limits of Moore’s Law. EUV technology manipulates light at wavelengths smaller than the coronavirus to etch circuits at atomic scales. This allows for ever-smaller, faster, and more energy-efficient processors, powering AI, smartphones, cloud data centers, and autonomous vehicles.

ASML has effectively created a high-tech monopoly, not by locking competitors out, but by doing what no one else could. By collaborating with companies like TSMC, Intel, and Samsung, ASML is also a central node in a global innovation network. In the era of AI, where computational demands are exploding, ASML is not just enabling the future — it’s building it.

Deepseek: faster, cheaper, better AI

Deepseek, a Chinese AI company, is part of the new wave of firms building foundation models to rival OpenAI’s GPT and Google’s Gemini. What sets Deepseek apart is its open-source commitment, positioning itself as a champion of transparent, accessible, and adaptable AI infrastructure.

In late 2024, Deepseek released Deepseek-V2, a model trained on 2T tokens and optimized for multi-modal input — including text, code, and images. While tech giants are racing to build walled gardens around their models, Deepseek is betting on open collaboration and developer ecosystems as the engine of innovation.

Deepseek is also focusing on enterprise AI tools for knowledge search, productivity, and intelligent assistants, aiming to disrupt how organizations manage knowledge and make decisions. Its innovation lies not just in performance metrics, but in its strategy: democratizing AI and embedding intelligence into every digital workflow.

GitLab: DevOps without borders

In a world increasingly built on code, GitLab is pioneering a new kind of software company: fully remote, open-core, and continuous. Its DevOps platform helps over 30 million users and 100,000 organizations automate software delivery — from idea to production.

GitLab’s core innovation lies in its all-in-one DevSecOps platform that integrates source control, CI/CD pipelines, security testing, code review, and deployment. Unlike fragmented tools, GitLab offers a single application that streamlines collaboration across development, operations, and security teams.

Its business model is just as radical. GitLab has no headquarters. It’s one of the largest remote-only public companies, operating across 65+ countries with asynchronous communication, documentation-first workflows, and radical transparency.

GitLab’s culture, tooling, and platform reflect a broader shift: software as a collaborative craft, distributed by design, and continuously improved through automation and AI.

Illumina: Reading the code of life

If Moore’s Law transformed computing, Illumina has done the same for biology. The San Diego-based biotech firm is a global leader in genome sequencing, enabling the cost of sequencing a human genome to drop from $3 billion in 2003 to under $200 today.

At the heart of Illumina’s innovation is its sequencing-by-synthesis technology, which allows for rapid, high-throughput analysis of genetic material. This capability powers everything from personalized medicine and cancer diagnostics to pathogen detection and agricultural genomics.

Illumina is also integrating AI and cloud computing to analyze and interpret genomic data at scale. With platforms like BaseSpace and partnerships with healthcare providers, it’s turning raw data into actionable insights for clinicians and researchers.

As the biotech revolution unfolds, Illumina is building the tools to read and rewrite life itself, reshaping healthcare, food systems, and our understanding of what it means to be human.

KlimaDAO: Decentralized climate action

Finally, at the intersection of crypto and climate lies KlimaDAO — a decentralized autonomous organization (DAO) aiming to build a transparent, blockchain-based carbon economy.

Built on the Polygon network, KlimaDAO uses a treasury-backed digital token ($KLIMA) to incentivize the acquisition and retirement of carbon credits. By tokenizing carbon offsets, it brings transparency, traceability, and liquidity to a historically opaque market.

Its core innovation is using DeFi principles to create “green yield” — rewarding users for locking carbon assets in smart contracts. KlimaDAO has already retired millions of tons of CO₂ and collaborates with sustainability projects to bridge real-world impact into the on-chain world.

More than a protocol, KlimaDAO is a vision: climate action as an open, programmable, and decentralized movement. In an era of greenwashing and bureaucracy, it represents a radical new approach to accountability and impact.

Rocket Lab: New launch platform for space economy

While SpaceX grabs headlines, Rocket Lab is quietly becoming the go-to launch provider for small satellites and the space-as-a-service economy. Its Electron rocket, optimized for payloads under 300 kg, offers frequent, affordable access to low Earth orbit — a game-changer for the booming smallsat industry.

Rocket Lab’s innovation is not just in rockets. It’s building a vertically integrated platform that includes satellite manufacturing, on-orbit operations, and space data infrastructure. Its Photon satellite bus and new Neutron rocket expand its reach from low-cost launches to interplanetary missions and defense applications.

Rocket Lab also embodies a new ethos of agile aerospace: fast iteration, rapid deployment, and vertically integrated design. In doing so, it’s democratizing space access and enabling the infrastructure layer for everything from Earth observation to global internet and climate monitoring.

Shopify: The new operating system of online retail

Shopify has emerged as the invisible infrastructure behind millions of online businesses. What began as a simple storefront platform has evolved into a full-stack commerce operating system that powers over 4 million merchants worldwide.

Shopify’s edge lies in its modular ecosystem — developers, apps, payment systems (Shopify Payments), fulfillment networks, and AI-powered commerce tools (like Shopify Magic). It’s enabling solopreneurs and major brands alike to launch, scale, and customize their online stores without needing deep technical knowledge.

Now embracing headless commerce, generative AI, and embedded fintech, Shopify is at the forefront of reimagining retail. Its Shop App and Shop Pay also offer consumer-facing experiences that challenge Amazon’s dominance by prioritizing brand identity and merchant-first values.

Shopify isn’t just a tool. It’s a philosophy: empowering creators and entrepreneurs to own their destiny in a digital-first economy.

Slack: From messaging app to digital HQ

What started as a gaming company pivoted into one of the most transformative business tools of the last decade. Slackredefined workplace communication by replacing emails with channels, integrations, and real-time collaboration.

Now part of Salesforce, Slack is evolving into the “Digital HQ” — a platform where workflows, knowledge, and people converge in one interface. Through its integrations with 2,600+ apps and custom bots, Slack acts as an automation layer for work, connecting everything from Jira tickets to customer data.

With the rise of AI, Slack is embedding intelligent summaries, smart search, and conversational interfaces that allow users to retrieve insights from across an enterprise. Combined with Salesforce’s Einstein AI, it’s becoming not just a messenger, but a command center for business intelligence.

Slack exemplifies how technology can reshape culture, fostering transparency, agility, and cross-functional teamwork in hybrid and remote work environments.

37 Signals: Small is the new big

While Big Tech chases scale, 37signals (creators of Basecamp and HEY) champions a contrarian philosophy: simplicity, sustainability, and sovereignty. Co-founders Jason Fried and David Heinemeier Hansson have long been vocal critics of growth-at-all-costs, VC-funded bloat.

37signals builds opinionated software — tools that prioritize clarity, calm, and control over complexity. Basecamp remains one of the most streamlined project management platforms, while HEY reimagines email as a user-first, privacy-centric experience.

Their most recent innovation is ONCE, a framework for building software that charges a one-time fee instead of recurring subscriptions. It’s part of their broader mission to rethink business models, ownership, and developer autonomy.

Their company is also 100% remote, with a focus on asynchronous work and deep focus time — a deliberate rejection of the always-on hustle culture. In many ways, 37signals is a lighthouse for ethical, independent tech entrepreneurship in an age of hyper-scaling.

Waymo: Driving toward an autonomous future

Waymo, born out of Google’s X lab, is leading the charge toward a world where human drivers may become obsolete. As an autonomous vehicle pioneer, Waymo has logged over 20 million miles on public roads and 20 billion in simulation, more than any competitor.

Its core innovation is the Waymo Driver — a sophisticated stack of AI, LIDAR, radar, and computer vision that enables vehicles to understand and navigate complex urban environments. In Phoenix, Waymo now operates a fully driverless robotaxi service, and it has recently begun expanding to Los Angeles, San Francisco, and even testing freight logistics with autonomous trucks.

Waymo’s ambition is more than just self-driving cars. It’s a vision of transportation as a service (TaaS) that is safer, more accessible, and more sustainable. In a world with 1.35 million annual road deaths, Waymo’s tech could save countless lives. Its real challenge is not the AI, but public trust, regulation, and scalability — all of which it’s steadily addressing.

“AI is the defining technology of our time. It will transform how we live and work, and every organisation will need to adopt it to remain competitive” says Microsoft’s Satya Nadella. “Just as electricity transformed almost everything 100 years ago, today I have a hard time thinking of an industry that I don’t think AI will transform in the next several years” adds Andrew Ng of Coursera.

Nvidia’s Jensen Huang says simply “We’re at the iPhone moment of AI. Every company is becoming an AI company.”

• AI Strategy Playbook by BOI
• 15 Big Ideas with AI by Peter Fisk
• The Top 10 AI Stories of 2024 by IEEE Spectrum
• Superagency in the Workplace by McKinsey
• 2025 AI Index Report by Stanford
• AI Ready collection of articles by Thinkers50

“AI is the new electricity”

AI is not new. It’s been shaping our lives almost invisibly for some years – from Google’s search to Apple’s navigation, curated Instagram feeds and Netflix recommendations.

But now AI is more fundamentally, radically and rapidly, reshaping the business landscape. It offers transformative possibilities across strategy, innovation, branding, marketing, business models, supply chains, ecosystems, teams, organizations, and leadership.

• Amazon uses AI to automate its entire supply chain—from demand forecasting and warehouse robotics to last-mile delivery. AI-driven systems predict what products you’ll want, where to store them geographically, and how to price them dynamically, boosting efficiency and reducing delivery times to hours. Reinvention results in higher margins, reduced inventory costs, and unrivalled customer satisfaction.

• Stitch Fix reimagined retail by using AI algorithms to personalise fashion choices for customers, blending data science with human stylists. Every customer gets a “Fix” tailored specifically to them, based on deep learning from style preferences, body shape, weather, and return behaviour. The impact of this reinvention is reduced returns, higher customer loyalty, and scalable personalisation without physical stores.

• Ping An, the Chinese financial giant infused AI across insurance, banking, and healthcare. AI bots now handle 90% of customer service inquiries. Facial recognition, AI medical diagnostics, robo-advisors, and smart underwriting transform how services are delivered. Reinvention has resulted in dramatic cost savings, reduced fraud, and new revenue streams through AI-powered health tech.

These examples showcase the transformative potential of AI across every type of business, energy and entertainment, food and finance, to manufacturing and mobility. And the economic impact will be incredible, as explained by top investment analyst from Ark Invest, Cathie Wood:

Every business is now an AI business

“The real opportunity with AI is not in doing the same things more efficiently, it’s doing completely new things. Reinventing business models, reinventing processes, and reinventing products” challenges Stanford’s Erik Brynjolfsson. Few-Fei Li, his colleague adds “We’re not just creating tools, we’re shaping a new business and social infrastructure. AI will redefine how we create value.”

IBM’s former CEO Ginni Rommerty reflects “AI will change 100% of jobs, 100% of industries, and 100% of workflows. Not just automate, but augment and reinvent.”

So how will AI practically transform every aspect of business?

1. AI-driven Strategy

AI enables businesses to make data-driven decisions with unprecedented accuracy. Predictive analytics, powered by machine learning, can forecast market trends, customer behavior, and operational risks. For example, AI tools like IBM Watson can analyze vast datasets to provide actionable insights, helping companies anticipate challenges and opportunities.AI also supports scenario planning by simulating various business outcomes based on different strategies. This allows leaders to test and refine their approaches before implementation, reducing risks and maximizing efficiency.

2. AI-driven Innovation … hours to develop new ideas to market

AI accelerates innovation by identifying market gaps and customer needs. For instance, AI-powered platforms like Salesforce Einstein analyze customer feedback and social media trends to uncover unmet demands. This enables businesses to develop products and services that resonate with their target audience. Generative AI, such as OpenAI’s GPT models, can assist in brainstorming and prototyping. Companies use these tools to generate ideas for new products, marketing campaigns, and even software development, fostering creativity and reducing time-to-market.

3. AI-driven Brands … building personal and relevant brands

AI enhances brand management by enabling hyper-personalization. Tools like Adobe Sensei analyze customer data to create tailored experiences, ensuring that brands connect with their audience on a deeper level. AI also helps monitor brand reputation. Sentiment analysis tools can track online mentions and reviews, allowing companies to address issues proactively and maintain a positive image.

4. AI-driven Marketing … anticipating every customer need

AI revolutionizes marketing through automation and personalization. Platforms like HubSpot use AI to optimize email campaigns, social media posts, and advertisements, ensuring maximum engagement. Predictive analytics in marketing helps identify the most effective strategies for reaching target audiences. For example, Netflix uses AI to recommend content based on user preferences, driving customer retention and satisfaction.

5. AI-driven Business Models … reinventing customer experiences

AI enables the creation of innovative business models. Subscription-based services, powered by AI, offer personalized experiences that adapt to user behavior. Spotify and Amazon Prime are examples of companies leveraging AI to enhance their offerings. AI also supports the gig economy by matching freelancers with projects that align with their skills and preferences. Platforms like Upwork use AI algorithms to streamline this process, benefiting both workers and employers.

6. AI-driven Supply Chains … transforming sourcing and production

AI optimizes supply chain management by predicting demand, reducing waste, and improving efficiency. For instance, Amazon uses AI to forecast inventory needs and automate warehouse operations. Predictive maintenance, powered by AI, ensures that equipment operates smoothly, minimizing downtime and reducing costs. This is particularly valuable in industries like manufacturing and logistics.

7. AI-driven Ecosystems …. transforming the whole system

AI fosters collaboration within business ecosystems by connecting stakeholders and streamlining processes. Platforms like Microsoft Azure enable companies to integrate AI solutions across their operations, enhancing productivity and innovation. AI also supports ecosystem mapping, helping businesses identify key players, opportunities, and risks within their industry. This enables strategic partnerships and informed decision-making.

8. AI-driven Teams … teams that can achieve more

AI enhances team dynamics by automating repetitive tasks and freeing employees to focus on creative and strategic work. Tools like Slack integrate AI to improve communication and collaboration within teams. AI-powered analytics can also assess team performance and provide recommendations for improvement. This fosters a culture of continuous learning and development.

9. AI-driven Organizations … faster and more intelligent

AI transforms organizational structures by enabling agile and data-driven decision-making. Companies like Google use AI to analyze employee feedback and optimise workplace policies. AI also supports diversity and inclusion initiatives by identifying biases in hiring and promotion processes. This ensures that organizations build equitable and inclusive environments.

10. AI-driven Leadership … smart leaders

AI empowers leaders with real-time insights and predictive analytics, enabling them to make informed decisions. Tools like Tableau provide visualisations that help leaders understand complex data and identify trends. AI also supports leadership development by offering personalised training programs. Platforms like LinkedIn Learning use AI to recommend courses based on individual goals and career paths.

AI is transforming every industry

AI is revolutionizing business across multiple dimensions, from strategy and innovation to leadership and organizational dynamics. By embracing AI, companies can unlock new possibilities, drive growth, and stay ahead in an increasingly competitive landscape. The examples highlighted above demonstrate the transformative potential of AI, making it an indispensable tool for businesses in the modern era. Let me know if you’d like me to expand on any of these areas!

AI at Amazon

Amazon is a trailblazer in leveraging AI to revolutionize its operations and customer experiences.

Amazon, a global leader in e-commerce and cloud computing, has integrated AI into nearly every aspect of its business. From personalized shopping experiences to supply chain optimization, AI plays a pivotal role in Amazon’s success.

• Personalized Recommendations: Amazon’s recommendation engine is powered by AI algorithms that analyze user behavior, purchase history, and browsing patterns. This system suggests products tailored to individual preferences, significantly boosting sales and customer satisfaction.
• Supply Chain Optimization: AI helps Amazon manage its vast supply chain efficiently. Predictive analytics forecast demand, ensuring optimal inventory levels. Additionally, AI-powered robots in warehouses streamline order fulfillment, reducing costs and delivery times.
• Voice-Activated Technology: Amazon’s Alexa, an AI-driven virtual assistant, has transformed how customers interact with technology. Alexa uses natural language processing (NLP) to understand and respond to voice commands, enabling tasks like shopping, controlling smart home devices, and accessing information.
• Fraud Detection: AI algorithms monitor transactions to detect and prevent fraudulent activities. This ensures a secure shopping experience for customers and protects Amazon’s platform from potential threats.
• Dynamic Pricing: Amazon uses AI to adjust product prices in real-time based on factors like demand, competition, and inventory levels. This strategy maximizes revenue while offering competitive prices to customers.

Amazon’s AI-driven strategies have revolutionized the e-commerce industry. The company’s ability to personalize experiences, optimize operations, and innovate continuously has set a benchmark for businesses worldwide. This case study highlights the transformative power of AI in driving growth and efficiency.

AI at Lemonade

Lemonade Insurance is a standout example of how AI can transform the insurance industry.

Founded in 2015, Lemonade Insurance is an insurtech company that aims to simplify the insurance experience through technology. It offers home, renters, and pet insurance, among other products, and has gained recognition for its customer-centric approach.

• Claims Processing: Lemonade’s AI chatbot, “AI Jim,” handles claims autonomously. Using natural language processing (NLP) and machine learning, AI Jim analyzes claims submissions, checks policy conditions, and executes anti-fraud algorithms. In some cases, claims are processed and paid within seconds2.
• Customer Interaction: Lemonade uses AI to provide instant quotes and policy recommendations. Customers can obtain insurance coverage in as little as 90 seconds, enhancing convenience and satisfaction.
• Fraud Detection: AI algorithms monitor claims for potential fraud, ensuring accuracy and protecting the company from financial losses.
• Behavioral Economics: Lemonade incorporates behavioral economics principles into its AI systems to improve customer engagement and trust. For example, its “Giveback” program donates unclaimed premiums to charities chosen by customers.

Lemonade’s AI-driven strategies have significantly reduced operational costs and improved efficiency. The company reported that AI Jim processed over 30% of claims without human intervention, with an average settlement time of just three seconds. This rapid processing has set a new standard in the insurance industry.

Lemonade’s innovative use of AI demonstrates the transformative potential of technology in insurance. By automating processes, enhancing customer experiences, and promoting transparency, Lemonade has disrupted traditional insurance models and set a benchmark for others in the industry.

AI at Spotify

Spotify uses AI in several innovative ways to enhance user experience and music discovery:

• Personalized Playlists: Features like “Discover Weekly” and “Daily Mix” use AI and machine learning to analyze your listening habits and recommend songs tailored to your preferences.
• AI DJ: Spotify has introduced an AI DJ that curates and presents music in a way that feels like a personalized radio show.
• AI Playlist Creation: Premium users can now create playlists using AI by simply typing prompts like “relaxing music for a rainy day” or “upbeat tracks for a workout.” The AI generates a playlist based on the mood, genre, or theme described.
• Content Recommendations: AI helps design the Home and Search interfaces to suggest content that aligns with your tastes, making it easier to discover new music and podcasts.

Spotify’s use of AI ensures that every user has a unique and engaging experience, connecting them with the music and content they love.

Scientific and technology companies are typically obsessed about their science and tech. And as a result, they obsess about their products, their capabilities and specifications. And yet, it means and matters little to most people. Can you remember the name of that drug prescribed by your GP? Do you actually understand the technology of your cool new phone?

For too long, the world’s most technical companies have spoken in a language few people understand. Whether in pharmaceuticals, automotive, or deep tech, the focus has been on precision, process, and performance—often at the cost of empathy, emotion, and relevance. But in today’s world, where trust is fragile and attention is fleeting, even the most science-driven brands must learn to speak in a more human voice.

This isn’t about dumbing down. It’s about smartening up—about making complexity accessible, solutions relatable, and brands lovable. Because when people understand you, they engage with you. When they feel something, they believe in you.

Product to Person … the shift to human-centered thinking

It starts with a mindset shift—from inside-out to outside-in. Instead of asking, “What do we make?” the best brands ask, “What do people need? What do they care about? How do we become meaningful in their lives?”

This shift transforms the way technical businesses innovate, communicate, and grow. It encourages them to move from product features to human outcomes, from compliance to compassion, from spec sheets to stories.

Pharma: Making care personal

Pharma has long wrestled with the tension between regulatory caution and emotional connection. But brands that find the right balance can shift the conversation—and the culture.

Think of Viagra. Pfizer didn’t market it as a molecule. It became a symbol of confidence, intimacy, and vitality. It tapped into human emotion, not just biology.

Or Dove’s Real Beauty campaign (Unilever), which despite being a personal care brand, offered a lesson to all science-led companies: the product is only one part of the value; the emotional meaning is what people remember.

Even OTC brands are finding their voice. P&G’s “Like a Girl” campaign—while promoting Always sanitary products—turned a technical product into a movement for self-worth and gender empowerment. This reframed the brand as a platform for conversation, not just consumption.

Automotive: Engineering emotions

Car companies used to sell torque and horsepower. Now they sell freedom, sustainability, and joy. Tesla didn’t win the EV race by talking about batteries. It spoke about a better future—and then made you want to drive it.

Volvo, historically the safety champion, reinvented safety as emotional security—“For Life”—and used storytelling to show how its technology protects what matters most. Meanwhile, BMW shifted from “The Ultimate Driving Machine” to “Sheer Driving Pleasure,” aligning performance with feeling.

Even suppliers are taking cues. Bosch’s “Invented for Life” campaign links precision engineering with everyday human benefit—from kitchen appliances to smart mobility—demonstrating that technical excellence is only valuable when it touches people’s lives.

Technology: Speaking like a friend

Tech companies are fluent in specs. But increasingly, the most successful ones speak in stories. Apple’s mastery lies not just in design, but in its ability to translate innovation into aspiration. It doesn’t sell you an iPhone—it sells you creativity, connection, self-expression.

Google builds trust not with algorithms, but with simple interfaces and reassuring brand language (“Don’t be evil” may be gone, but the intent lives on in its design philosophy).

Even B2B brands are shifting. Salesforce, a CRM platform, uses bold human language like “Customer 360” and “Trailblazer” to make abstract tech relatable. Its “Ohana” culture language brings emotional depth to enterprise software.

Startups like NotCo, using AI to recreate animal products from plants, don’t just explain the science—they make it deliciously fun. Their brand voice is cheeky, warm, and unmistakably human, helping them build trust with curious but cautious consumers.

Engineering: From R&D to relevance

Traditional manufacturing has often hidden behind complexity. But a new wave of industrial brands are finding more engaging ways to talk—and think.

Schneider Electric moved from technical infrastructure to positioning itself as an enabler of sustainable living. “Life Is On” is more than a tagline—it reframes electrical systems as lifelines to energy equity and climate action.

GE, once focused on industrial might, evolved into a brand of “Imagination at Work,” combining high science with human stories—like a mother who built jet engines telling her daughter she too can change the world.

DSM, a science-based company in health, nutrition, and materials, rebranded with an emotionally resonant promise: “Bright Science. Brighter Living.” The shift helped position its deep R&D as a force for good—not just efficiency.

Building a consumer mindset

When technical businesses adopt a consumer mindset, they don’t just communicate better—they innovate better. They uncover unmet needs, create richer experiences, and build loyalty around meaning, not just function.

• They add services that make life easier: Pharma brands are exploring companion apps, adherence tools, and education platforms. Auto companies offer subscription models and connected car services. Industrial firms offer predictive maintenance platforms and remote diagnostics.

• They humanize their brand architecture: Unilever and P&G use their corporate names as trust marks, while giving space for emotionally resonant consumer brands (like Dove, Pampers, or Vicks) to shine. The parent brand provides trust and ethics; the product brand delivers experience and relevance.

• They co-create with communities: From tech forums to health influencers, companies are inviting people into their innovation process. It’s not just about launching better products—it’s about building a sense of belonging.

• They embrace storytelling: Whether it’s case studies, patient journeys, or behind-the-scenes documentaries, stories cut through where specs cannot. They give technology a human face.

Building human brands

The age of cold, technical superiority is over. In its place rises a new era—where credibility meets empathy, and expertise meets imagination. Where deep science and advanced engineering must still be rigorous—but now must also be relatable.

To win in this world, companies must stop thinking only about what they build—and start thinking about how people feel when they use it, when they hear about it, and when they invite it into their lives.

It’s not enough to be right. You have to resonate.

So whether you make medicines, microchips, or machines—remember: speak human.
That’s how the future listens.