Peter Fisk

“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.

Retail is undergoing one of the most dramatic reinventions in its history. Traditional boundaries between physical and digital retail have blurred, while customer expectations have become more personalized, immersive, and purpose-driven. Technology, data, sustainability, and experience design are converging to reshape how people shop—and how companies sell.

The seamless blend of physical and digital (phygital) will dominate. Shoppers will expect to move effortlessly between online browsing and in-store experiences, with data and personalisation syncing across all channels. AI and machine learning will power deeply personalised experiences—recommendations, dynamic pricing, styling, and even store layouts tailored to individual shoppers based on real-time data.

Physical stores will shift from transaction points to immersive brand hubs—offering AR/VR try-ons, sensory experiences, and interactive storytelling that turn shopping into entertainment. Retail will increasingly happen on social platforms, with influencers, livestream shopping, and short-form video turning content into commerce—especially among Gen Z and Gen Alpha.

Eco-conscious shopping will move from niche to mainstream. Circular models (resale, rental, repair), ethical sourcing, and carbon transparency will be expected, not optional. Retail logistics will be transformed by robotics, drones, and autonomous vehicles—enabling faster, cheaper, and more sustainable delivery of goods.

Retailers will expand into full ecosystems, offering shopping, finance, media, health, and more—similar to Alibaba or Reliance Jio in Asia—keeping customers within a single platform.

In this evolving landscape, winners aren’t just selling products. They’re building ecosystems, designing experiences, and creating emotional connections with customers. From smart stores to social commerce, autonomous delivery to generative AI, the reinvention of retail is global, fast-moving, and transformative.

1. Liquid Retail: The Hybrid Store Experience

The idea that physical and digital retail are separate is quickly becoming obsolete. Today’s consumers move seamlessly between devices and physical locations, expecting a consistent, connected experience. “Liquid” retail— more than integrating physical and digital touchpoints but getting the best of both together —is now the norm.

Nike is a standout example. Its “Nike Live” stores are smaller, digitally enabled spaces tailored to local communities. These stores use data from the Nike app to stock products that reflect local customer preferences. Customers can scan products, get personalized recommendations, and check out via mobile. This model merges data, community, and convenience.

Meanwhile, Amazon Go and Amazon Fresh are pioneering checkout-free retail. Using computer vision, sensors, and AI, these stores let customers grab items and walk out—automatically billing their accounts. This redefines in-store convenience while collecting valuable behavioral data.

2. Personalization Powered by Data and AI

One of the most powerful trends in retail is personalization—offering the right product, at the right time, to the right person. AI, machine learning, and customer data are enabling hyper-personal experiences both online and offline.

Stitch Fix, an online personal styling service, uses data science and human stylists to curate clothing selections for individual users. Its algorithm factors in personal style, fit, budget, and feedback to continually improve recommendations.

In physical stores, Sephora combines loyalty data with in-store experiences. Customers can use AI-powered tools like the Color iQ system to find personalized products, then receive app-based recommendations synced with their past purchases.

3. Immersive Shopping: AR, VR, and Mixed Reality

Retailers are embracing immersive technologies to create engaging shopping journeys. Augmented reality (AR), virtual reality (VR), and mixed reality (MR) enable customers to visualize, try on, or experience products in new ways.

IKEA’s AR app “IKEA Place” allows users to virtually place furniture in their homes before buying, helping reduce returns and boost confidence in large purchases. Similarly, Warby Parker’s Virtual Try-On lets customers see how glasses look on their face using AR.

Fashion brand Gucci has experimented with virtual fashion drops and AR try-ons on Snapchat, while Ralph Lauren has partnered with Roblox to create virtual stores and exclusive digital fashion collections, tapping into younger, gaming-savvy audiences.

4. Retail as Experience and Entertainment

With the rise of e-commerce, physical retail is no longer just about transactions—it’s about creating memorable experiences. Stores are being redesigned as immersive brand environments that educate, entertain, and build emotional connections.

Samsung 837 in New York is a prime example: it’s not a store in the traditional sense, but a tech playground with art installations, digital experiences, and a café—all designed to let visitors explore Samsung’s ecosystem.

Canada Goose created “cold rooms” in some of its stores, letting customers test jackets in sub-zero simulated environments. These sensory experiences drive word-of-mouth and deepen brand loyalty.

5. Social Commerce and Influencer-Led Shopping

Social media is becoming a direct shopping channel, transforming platforms like Instagram, TikTok, and YouTube into retail storefronts. Influencers, live shopping events, and short-form video content are driving sales in new and powerful ways.

Douyin (TikTok’s Chinese version) and Pinduoduo in China have pioneered social commerce, enabling brands and individuals to sell through livestreams, group buying, and gamified experiences. In the West, TikTok Shop and Instagram Checkout are gaining traction, especially among Gen Z.

Beauty brand Glossier grew largely through influencer and user-generated content, building a cult-like following and community-powered product development.

6. Sustainability and Ethical Commerce

Modern consumers—especially younger ones—expect retailers to be transparent, ethical, and environmentally conscious. Brands that integrate sustainability into their operations and storytelling are winning trust and loyalty.

Patagonia has long been a sustainability leader, encouraging consumers to repair rather than replace, and even running campaigns urging customers not to buy new gear. Its Worn Wear initiative promotes buying used products.

ThredUp and Depop are reinventing resale and circular fashion, offering digital thrift stores that appeal to environmentally conscious consumers. Luxury brands are entering the space too, with Gucci partnering with secondhand platform The RealReal.

7. Autonomous Delivery and Next-Gen Logistics

Convenience is king, and innovations in fulfillment, delivery, and last-mile logistics are critical to meeting consumer expectations. Automation and robotics are reshaping how goods move from warehouse to doorstep.

Ocado, a UK-based online grocer, operates highly automated fulfillment centers powered by AI and robotics. It licenses this tech to retailers globally, including Kroger in the U.S.

Nuro and Starship Technologies are developing autonomous delivery vehicles and robots that bring groceries and meals directly to consumers in urban neighborhoods and college campuses.

8. AI-Driven Merchandising and Demand Forecasting

AI isn’t just powering customer experiences—it’s optimizing behind-the-scenes operations too. Predictive analytics help retailers manage inventory, forecast demand, and reduce waste.

Zara, owned by Inditex, uses real-time sales data and short production cycles to adjust its collections rapidly. Its just-in-time model allows new designs to hit stores within weeks, matching changing trends and minimizing overstock.

Walmart uses AI across its supply chain to forecast product demand, automate replenishment, and improve in-store stocking—keeping shelves full while reducing excess inventory.

9. Retail Ecosystems and Super Apps

Retailers are expanding beyond single-product categories to become platforms or ecosystems that serve multiple needs. In Asia, this trend is especially strong.

Alibaba’s ecosystem integrates e-commerce (Taobao, Tmall), logistics (Cainiao), cloud computing, and even physical supermarkets (Freshippo). Customers can shop online, visit stores, pay via Alipay, and get same-day delivery—within one platform.

Reliance Retail in India is building a similar empire, merging e-commerce, grocery, fashion, and digital services under its JioMart platform.

10. Startups and Global Disruptors

Innovation isn’t limited to giants. Startups around the world are rethinking retail models:

• Caper (acquired by Instacart) builds AI-powered smart shopping carts that let users check out without waiting in line.

• Zapp and Gopuff offer 10–15-minute delivery of everyday essentials in urban areas, using micro-fulfillment centers.

• Faire and Ankorstore are helping small retailers discover and order products from independent brands, creating a wholesale marketplace revolution.

Next is Now

Retail is no longer about selling things—it’s about curating experiences, building trust, leveraging data, and designing for a constantly connected consumer. The most successful retailers are those who experiment fearlessly, adapt quickly, and integrate technology with a deep understanding of human behavior.

As technology continues to evolve, so will the expectations of shoppers. Reinventing retail isn’t a one-time change—it’s an ongoing process. Those who embrace change, connect with purpose, and design for agility will shape the future of commerce.

When Reliance Jio launched in 2016, few could have predicted the scale and speed with which it would transform India’s digital landscape. What began as a low-cost mobile network offering free voice calls and dirt-cheap data quickly evolved into a national phenomenon—democratizing internet access, reshaping the telecom industry, and paving the way for a digital lifestyle revolution. Today, Jio is no longer just a telecom company; it is India’s most ambitious attempt at creating a super app and a lifestyle ecosystem that rivals global tech giants.

Jio Phone … imagining a digital life

Jio was born out of a vision by Mukesh Ambani, Chairman of Reliance Industries, to build a “digital lifeline” for India. With billions invested in laying fibre optic cables across the country, constructing cell towers, and building infrastructure from scratch, Jio launched with unprecedented scale and ambition. It entered the market with a game-changing strategy: six months of free data and voice calls for users. This was not just a promotional offer—it was a calculated play to acquire users, disrupt incumbents, and build a digital-first user base.

Within the first year, Jio had acquired over 100 million users. It forced competitors like Airtel, Vodafone, and Idea to lower prices or merge to survive. Jio’s entry marked the beginning of the end of the old telecom order in India and the birth of a digital economy.

Jio as a platform … beyond connectivity

Jio’s core strength lies in its ability to turn users into participants in a broader ecosystem. Recognizing that telecom margins alone wouldn’t sustain its hypergrowth ambitions, Jio quickly began developing a portfolio of digital services.

The MyJio app became the nerve centre of the ecosystem—bundling together mobile recharges, account services, entertainment, news, shopping, payments, and cloud storage. The app’s design echoed global super apps like WeChat or Alipay in China, aiming to become the primary interface for a digital lifestyle.

Services like JioCinema, JioTV, JioSaavn (music streaming), and JioNews turned the platform into a content hub. JioFiber extended its reach into homes, offering broadband, set-top boxes, and smart home features. JioMeet entered video conferencing to rival Zoom. And with JioMart, Reliance stepped into e-commerce, connecting millions of small retailers and kirana stores into a digital retail network.

Each new service reinforced the others—creating lock-in through convenience, affordability, and cross-platform integration.

Driving growth … strategic partners and expertise

Jio’s rise did not go unnoticed by global tech giants. In 2020, during the pandemic, Reliance attracted over $20 billion in investments into Jio Platforms Ltd., including stakes from Facebook (now Meta), Google, Qualcomm, Intel, and Silver Lake. These investments weren’t just capital injections—they were strategic bets on Jio’s ability to become India’s digital gateway.

Facebook’s investment included deep integration between WhatsApp and JioMart, enabling conversational commerce and social retail. Google’s investment focused on building affordable Android smartphones and digital infrastructure for the next billion users.

These alliances validated Jio’s ambitions and gave it a war chest to expand into fintech, edtech, healthtech, and enterprise solutions.

Jio’s Super App … the strategy for growth

Unlike global super apps that often begin with a dominant function (e.g. messaging in WeChat or payments in Alipay), Jio’s super app strategy is more horizontal—aiming to offer a unified digital lifestyle through multiple core services bundled under the MyJio umbrella. These include:

• JioCinema and JioTV for streaming entertainment

• JioSaavn for music

• JioMart for grocery and e-commerce

• JioPay for digital payments and UPI

• JioMeet for communication and collaboration

• JioHealthHub for telemedicine and health records

• JioCloud for storage and backup

• JioGames for mobile and cloud gaming

• JioFinance for loans, insurance, and digital banking

Each of these services is deeply embedded into a single app, with a single sign-in, unified wallet, and seamless navigation, aiming to replicate the convenience of an operating system.

Jio as lifestyle brand … with a national identity

Jio’s brand resonates far beyond technology—it has become a symbol of national digital aspiration. The brand name “Jio” means “to live” in Hindi, and the company has positioned itself as an enabler of a better life for every Indian. Its low-cost plans brought millions online for the first time—farmers, small businesses, women, students—fueling not just consumption but education, financial inclusion, and social mobility.

As Jio expanded into smart devices—feature phones (JioPhone), smartphones (JioPhone Next), routers, and IoT devices—it deepened its position as a lifestyle brand. These devices are priced aggressively and designed specifically for the Indian context: dual SIMs, multilingual support, voice navigation, and UPI readiness.

Jio’s foray into fashion and entertainment partnerships (like with IPL, Bollywood releases, and celebrity endorsements) has added a layer of cultural capital—bridging rural and urban audiences under a single digital brand.

Data as currency … building the digital economy

Jio’s business model revolves around data as currency. Every click, payment, search, and video view generates insights that feed its personalization engines. This data-centric approach allows Jio to create targeted bundles, cross-sell services, and tailor content for hyperlocal audiences.

The super app model reinforces this loop—giving Jio a 360-degree view of user behavior. It’s not just selling internet or products; it’s selling convenience, trust, and identity.

Importantly, Jio is also building the infrastructure for India’s digital economy—through Jio Platforms, which offers cloud, edge computing, AI, and 5G capabilities for startups, enterprises, and government services. Jio is thus positioning itself as both the consumer interface and the backend enabler of India’s digital transformation.

Challenges … disruption is not easy

Despite its meteoric rise, Jio faces serious challenges:

• Competition from nimble startups (PhonePe, Paytm, Cred) and global giants (Amazon, Flipkart, Google Pay) is intensifying.

• Integration complexity—Jio’s vast ecosystem must deliver seamless UX across dozens of services.

• Regulatory scrutiny—as a dominant player in many sectors, Jio will increasingly face antitrust and privacy concerns.

• Data privacy and trust—as Jio collects more data, it must ensure user trust through transparency and ethical use.

• Rural infrastructure—expanding 5G and broadband in remote areas still requires significant investment.

What’s next? … Jio as India’s Digital Operating System

What makes Jio unique is not just its business model but its systemic vision. While most companies target a segment or a sector, Jio is building an entire digital civilization—from connectivity and commerce to education, health, media, and governance.

Its ambitions are not unlike those of Tencent or Alibaba in China, but tailored to India’s diversity, language complexity, income distribution, and socio-economic dynamics. The recent launch of Jio Financial Services, its move into AI and cloud, and plans for 5G-enabled edge solutions all point to a company shaping India’s digital infrastructure for decades to come.

Jio is more than a company—it is the infrastructure, interface, and identity of a new India.

So what Makes Jio Unique

Strategy	Description
Zero-price market entry	Free data and phones created massive adoption
Ecosystem-first approach	Every service linked through MyJio app
Rural-first design	Designed for low-literacy, low-income markets
Platform + Partner strategy	Invested in and integrated with global tech giants
Lifestyle branding	Built digital services into everyday Indian life

Jio is not just a telecom operator — it is redefining what a company can be in emerging markets: an integrated platform combining connectivity, content, commerce, and community.

Apple has long held the mantle of one of the world’s most innovative companies. It reinvented music with the iPod, reshaped phones with the iPhone, and further back redefined computing with the iPad and MacBook. But in recent years, many people have asked “Has Apple become more or less innovative?”

This isn’t just a question of whether Apple still makes exciting products. It’s also about how innovation evolves within a mature company, what role leadership plays, and how success is measured—through products, performance, or impact.

A shift in leadership and innovation philosophy

To assess Apple’s innovation today, an obvious place to start is to compare the company’s two iconic leaders: Steve Jobs and Tim Cook.

Under Steve Jobs (CEO 1977–1985, and 1997 to 2011), Apple was a company built on bold, disruptive leaps. Jobs spearheaded revolutionary products that created entirely new categories—the iPhone, iPad, iPod, iTunes Store, and MacBook Air. His leadership was marked by risk-taking, an obsession with design and user experience, and a relentless pursuit of perfection. Innovation was emotional, intuitive, and often theatrical.

Tim Cook (CEO 2011-today), by contrast, has adopted a more strategic, systems-oriented approach. Since becoming CEO in 2011, Cook has transformed Apple from a product-centric innovator into a platform and ecosystem powerhouse. He has scaled operations globally, leaned into services, emphasized integration and privacy, and quietly built new engines of growth—often without the fanfare that defined Jobs’ era.

The result is a company whose innovation feels less radical but more sustainable, focused on depth, scale, and strategic refinement.

Recent innovations in products and technology

Though critics argue Apple has become more conservative, the company has introduced significant innovations across hardware, software, and services. These include:

1. Apple Silicon (M1, M2, M3 chips)

One of the most important technical achievements in Apple’s history is the shift to Apple-designed processors, replacing Intel chips in Macs. The M1 chip, launched in 2020, delivered massive gains in performance and battery life. This gave Apple unmatched control over its hardware–software integration and set new industry benchmarks.

2. Apple Watch and Health Tech

Launched in 2015, the Apple Watch has become the most popular smartwatch in the world and a leader in wearable health technology. With ECG, blood oxygen monitoring, fall detection, and fitness tracking, it’s positioned Apple at the intersection of technology and preventative healthcare—a growing global priority.

3. AirPods and Audio Ecosystem

AirPods have become a cultural and commercial phenomenon, blending design, utility, and deep integration into Apple’s ecosystem. With innovations like spatial audio and seamless device switching, they’ve reshaped expectations in wireless audio.

4. Apple Services

Perhaps the most strategic innovation under Cook has been Apple’s expansion into services. With offerings like iCloud, Apple Music, Apple TV+, News+, Fitness+, and Apple Pay, services revenue now exceeds $100 billion annually. This shift has transformed Apple from a hardware company into a recurring-revenue platform.

5. Apple Vision Pro and Spatial Computing

In 2024, Apple entered the mixed reality space with the Apple Vision Pro, a spatial computing headset that represents a long-term bet on immersive computing. While early adoption is niche, the Vision Pro introduces groundbreaking UI concepts—like eye tracking and hand gestures—and could evolve into a mainstream product like the Apple Watch.

6. Privacy and On-Device AI

Apple has innovated in privacy-preserving artificial intelligence, embedding machine learning into features like photo curation, voice recognition, and handwriting. Its approach contrasts with cloud-based AI models by focusing on on-device intelligence, efficiency, and security—especially relevant in today’s data-conscious world.

Why has Apple appeared less innovative?

Despite these achievements, Apple has also drawn criticism for what seems like innovation inertia in some core areas:

• iPhone updates have become iterative, with new versions offering modest improvements in camera quality, chip speed, and battery life.

• Apple has been slow to adopt generative AI compared to competitors like Microsoft, Google, and OpenAI. While deeper integration is expected in iOS 18, the company is playing catch-up in the AI arms race.

• Apple has resisted trends like foldable screens, ultra-fast charging, and open-source experimentation.

• Critics argue that Apple’s tight control over the App Store and developer ecosystem stifles external innovation and reflects a more defensive posture.

This perceived conservatism leads some to say that Apple, while still refining brilliantly, is no longer leading the way in defining the next wave of consumer tech.

Apple’s culture of innovation

Apple’s evolving culture has also evolved. Under Jobs, the company prized secrecy, intuition, and design-led decision-making. Innovation was centralized, visionary, and often top-down.

Under Cook, Apple has embraced collaboration, scalability, and operational excellence. The company now manages a far more complex global supply chain, fosters an integrated ecosystem of services and devices, and builds long-term initiatives in sustainability, accessibility, and health.

The cultural shift means Apple’s innovation today is often invisible—embedded in chips, ecosystems, or cross-device experiences rather than single, show-stopping product launches.

This is a broader trend among mature tech companies: as firms scale, innovation becomes systemic, not just spectacular.

Apple’s incredible growth financially

Under Cook, Apple has grown 10 times more valuable than under Jobs. Apple’s innovation may be less sensational, but it has been incredibly effective. Consider these milestones:

• In 2011, Apple’s market capitalization was around $350 billion.

• In 2024, it surpassed $3 trillion, making it the most valuable publicly traded company in the world.

• Apple now has over 2 billion active devices globally, with customer satisfaction and loyalty rates among the highest in tech.

• It has become a global leader in privacy, supply chain transparency, and sustainability—all increasingly important to modern consumers and regulators.

By focusing on experience-driven innovation and platform resilience, Apple has built a defensible competitive moat that few companies can match.

A different kind of innovation

So, has Apple become more or less innovative?

It depends on how you think about innovation. If you’re focused on new ideas and invention, then “less”, but if you’re focused on turned ideas into impact, then “more”.

Apple is less explosive but more strategic. It has shifted from a disruptor to a platform steward – from dazzling the world with new categories to deepening value through integration, privacy, and ecosystem design. Its innovation today is less about spectacle and more about substance.

Steve Jobs’ Apple was about changing the world with each keynote. Tim Cook’s Apple is about quietly embedding innovation into every corner of your life—from your pocket to your wrist, your home, your health, and even your financial transactions.

If innovation means radical, category-defining hardware every few years, then Apple may appear less innovative. But if innovation includes chip architecture, ecosystem design, health technology, privacy, and business model transformation, then Apple is more innovative than ever—just in more nuanced, sustainable, and often invisible ways.

Tim Cook’s Apple may lack the theatrical flair of Steve Jobs’ era, but it has arguably broadened the scope of innovation, turning Apple into a platform that touches nearly every part of a user’s digital life.

As Apple prepares to move deeper into AI, health tech, and spatial computing, the next chapter could blend both worlds: bold vision and stable execution. If that happens, Apple might not only reclaim its reputation as the world’s most innovative company, it may redefine what innovation means for the 21st century.