Issue 156 - 03 | Why You Should Hire a Futurist

By Rebecca D. Costa
Published Sept. 20, 2017 12:00 p.m.
“A quiet revolution is underway. It is as unanticipated and stealth as the internet and social media once were and just as ubiquitous. Every day our knowledge about the future grows more precise, and this is transforming how modern leaders lead.

Think about it. A few decades ago we didn’t know if a person was predisposed to Alzheimer’s, baldness, or lung cancer, when a country’s currency was on the verge of collapse, or how close a rogue nation on the other side of the world was to a viable nuclear warhead. We didn’t know which automobile parts were likely to fail first, second, and third, or when a hurricane would make landfall, or whether our credit was sufficient to secure a mortgage. But today, we do. We have more data about future outcomes than ever before, and this has armed leaders with a heretofore unprecedented power: the ability to adapt before-the-fact. That’s right. Today’s successful companies are no longer adapting to changes in the environment, they are changing the environment to which they must adapt. They are predapting.”

About Rebecca D. Costa | Rebecca D. Costa is an American sociobiologist, author, and host of the syndicated radio program The Costa Report. She is a leading expert on “fast adaptation” in complex environments, and a recipient of the prestigious Edward O. Wilson Biodiversity Technology Award. Costa was the founder and CEO of one of the largest technology marketing firms in California, where she developed an extensive track record of introducing disruptive technologies. Her clients included industry giants such as Hewlett-Packard, Apple, Oracle, Siebel Systems, 3M, and General Electric. Retiring at the zenith of her career in Silicon Valley, Costa spent six years researching and writing the international bestseller The Watchman’s Rattle: A Radical New Theory of Collapse. Owing to the growing need to respond more quickly to change, Costa is also a popular international speaker, currently represented by the American Program Bureau.
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