We're living in an accelerated culture. The speed, complexity and unpredictability of change will never be as slow as it is today – culture will increasingly accelerate; and with it, the rate of disruption and business failure will massively increase. The change we have seen over the past 20 years will pale in comparison with the years ahead.
Consumer trends, ways of communicating, buying, sharing and living are evolving faster than brands can release products and services that will appeal to their current needs and preferences. This has caused major strategic and behavioural shifts that are not only disruptive but...