Steve Brown - The Innovation Ultimatum: How six strategic technologies will reshape every business in the 2020s

STEVE BROWN

Copyright 2020 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993, or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

ISBN 9781119615422 (Hardcover)

ISBN 9781119615446 (ePDF)

ISBN 9781119615439 (ePub)

Cover image: MATJAZ SLANIC/Getty Images

Cover design: Wiley

For my parents, who ultimately made everything possible for me.
For my lovely wife, who supported me every step of the way.
And for the inimitable Richard Tonn,
who so wanted to read this book but never saw it finished.

Would you like to know a secret about the future?

The future isn't fixed. There is not a single future that we are all running toward, helpless to do anything about. The future is built every day by the actions of people and organizations. This is why it is so important to be an active participant in the future. People should not be passive. No organization should sit back and let the future happen to themthat never ends well. The first step to becoming an active participant in your future is gaining knowledge, and this book is a great place to start.

All too often when people learn about the future it is cloaked in a shroud of fear and dread. Artificial Intelligence. Blockchain. Augmented Reality. The Internet of Things. 5G networks. Autonomous Machines. Each of these advances will reshape the world. No industry will be untouched. But these changes are not organization-ending events. These transformative technologies don't mean the end to your business or organization. They will however mean that you will need to adapt and to prepare your teams for change. By learning about these technologies today, understanding their possible and potential impact, you can prepare for tomorrow.

Once you have done this, then you can ask yourself and your organization: What is the future you want to build? What is the future you want to avoid? If you are reading this, I believe you know that you will have to do something. Organizations that ignore the future are the ones that find themselves disrupted, rudderless, and obsolete. This informed, active participation means that you get to decide your own future and then begin to stake out the prudent and pragmatic steps to get there.

Would you like to know another secret about the future?

Fear makes you stupid. When humans are fearful, their brains can only make one of three decisions: Fight. Flight. Freeze. We have all seen really poor business and life decisions that have been made during these three paralyzing states. Knowledge and informed commentary about the future can help to dispel this fear.

Beware of anyone who tells you that you should be scared of the future. Instantly be suspicious of anyone who tells you that because of some technology, the world will never be the same again and that you are powerless to do anything about it. Ultimately, what this person is trying to do is disempower you, to scare you into making poor decisions, or worse to frighten you into inaction.

This is the power of Steve Brown's work as a futurist. He has spent years empowering organizations to make well informed decisions about the future. Sometimes they might be difficult decisions, but ultimately his goal is to give organizations the vision and perspective to not only plan for the future but get excited about it. This book is a valuable tool for people to become informed about the future and begin the necessary conversations about how to prepare forand thrive inthe coming tomorrows.

Brian David Johnson, author and futurist

Arizona State University

Innovateor die.

This business maxim has never been truer than it is today. Consumers are demanding and fickle. Their expectations are set by the best and most recent experiences they've had. They have no tolerance for companies that skate by and that don't constantly strive for excellence. Consumers expect brands not only to deliver, but surprise. There is a massive and rapidly widening gulf between the capabilities of companies that invest in technology and those that don't.

It is a time of reckoning. Emerging technologies will empower brave innovators to make giant leaps forward, while those without vision, courage, and agility will wither and perish. Winners will change the world.

It's no coincidence that most of the companies on the Brand Z list of the top 100 most valuable global brands invest heavily in technology to drive innovation into every aspect of their business: product development, operations, marketing, and customer service.

In the next decade, a suite of six strategic technologiesartificial intelligence (AI), Blockchain, the Internet of Things (IoT), augmented reality, autonomous machines, and 5G networkswill drive unprecedented innovation into products and services, creating entirely new business models along the way. Investment in information technology (IT) will be a strategic imperative for every company. Every company will become a technology company, and every company will become a data company. Business operations will be retooled using both process automation and worker augmentation.