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“If you don’t plan for the future you want, you get the one that shows up.”
Rita Clifton, Deputy Chair, The John Lewis Partnership
No one can accurately predict the future. But we can all prepare for it.
What lies ahead will be fast-moving, uncertain and filled with challenges – but also rich with opportunity for those bold enough to adapt and evolve. Rapid technological disruption, demographic 'timebombs', geopolitical shifts, fast-changing customer and employee expectations, and the continuing climate crisis will cause headwinds, tailwinds or whirlwinds for businesses depending on their attitude and readiness to change.
For over 30 years, the authors have worked with businesses around the world helping brands grow through better customer and employee experiences, stronger cultures, and sharper strategy. Along the way, they’ve gained a front-row seat to how leaders are thinking about the future.
These insights, plus the ambitions and warnings from 30 interviews with international leaders from industries including technology, retail, automotive, healthcare, finance, sport, energy, and education, combine to create a powerful view of the opportunities and challenges ahead.
This is not a book of predictions. It’s a book about preparation, perspective, and purposeful action – for those determined to build the future, not simply react to it.
Andy Milligan is a bestselling business author and the founder of the award-winning consultancy The Caffeine Partnership. He has worked globally, advising companies on how to build bold and purposeful organisations through brand strategy, customer experience and employee experience. His previous books include BOLD, Uncommon Practice, On Purpose and Brand It Like Beckham.
Louisa Clarke is a brand and customer experience specialist, having spent her career working with leaders to turn bold ambition into practical action. Now at Selective Marketplace – owners of global premium fashion brands POETRY and Wrap London – she shapes how the brands show up across every customer touchpoint. A qualified business coach, her previous books are Networking for Introverts and The Work Smarter Guide to Presenting.