Create the Future

About the Author

Jeremy Gutsche is a renowned author, innovation expert, and CEO of Trend Hunter, the world's largest trend platform. With a background in innovation and a deep understanding of market trends, Gutsche has worked with over 700 brands, including major corporations like Disney, Starbucks, and IBM. His work focuses on helping companies and individuals unlock their potential through innovative thinking and strategies. Gutsche is also a highly sought-after keynote speaker, known for his engaging presentations on disruptive thinking and future trends.

Main Idea

Create the Future: Tactics for Disruptive Thinking by Jeremy Gutsche explores how to harness the power of disruptive thinking to innovate and achieve success in a rapidly changing world. Gutsche argues that traditional thinking traps us in predictable patterns, limiting our ability to see and seize new opportunities. The book outlines seven specific traps that hinder innovation and provides actionable strategies to overcome them. It emphasizes the importance of adaptability, opportunity hunting, and crafting compelling messages to stand out in a competitive landscape.

Table of Contents

• Introduction: The Need for Disruptive Thinking
• Chapter 1: The Seven Traps of Path Dependency
• Chapter 2: The Subtlety of Opportunity
• Chapter 3: Neurological Shortcuts
• Chapter 4: The Ease of Inaction
• Chapter 5: Optionality and Decision Making
• Chapter 6: The Traps of Success
• Chapter 7: Linear Thinking vs. Exponential Change
• Chapter 8: Discomfort and Breakthroughs
• Chapter 9: Fostering a Culture of Innovation
• Chapter 10: Opportunity Hunting Techniques
• Chapter 11: Adaptive Innovation Strategies
• Chapter 12: Crafting Infectious Messaging
• Conclusion: The Future of Innovation

Introduction: The Need for Disruptive Thinking

In the introduction, Jeremy Gutsche sets the stage for the book by highlighting the unprecedented rate of change and disruption in today's world. He notes that technological advancements, globalization, and shifting consumer behaviors are transforming industries at a rapid pace. This environment creates both challenges and opportunities for individuals and organizations. The key to thriving in this landscape is the ability to embrace change and think disruptively. Gutsche emphasizes that traditional business models and strategies are no longer sufficient; instead, innovation and adaptability are crucial for success.

"We are experiencing history's highest rate of change, disruption, and opportunity. This means you're closer than ever to achieving something more." - Jeremy Gutsche

Chapter 1: The Seven Traps of Path Dependency

Gutsche identifies seven traps that can prevent individuals and organizations from innovating effectively. These traps include comfort zones, routine thinking, and the biases of success. Each trap represents a form of path dependency, where established patterns of behavior and thought limit the ability to see new possibilities. Gutsche explains that these traps are often reinforced by organizational culture and personal habits, making them difficult to overcome. However, recognizing these traps is the first step toward breaking free and exploring new avenues for innovation.

One of the key traps is the Subtlety of Opportunity. Opportunities often come in unexpected forms, and they can be easily overlooked if one is not attuned to spotting them. Gutsche emphasizes the importance of being open to new ideas and perspectives, even if they seem unconventional at first. He suggests that innovation often requires stepping outside of one's comfort zone and challenging existing assumptions.