As we move into the fourth industrial revolution, a human perspective is the ultimate differentiator.

That means understanding what really makes people tick, in order to create products and services we find magical. In the face of advancing technology, it means putting people and their long-term wellbeing first.




We are on the brink of a fourth industrial revolution. AI and deep technologies bring great potential for humankind. They also risk consuming those aspects of experience we love most.

The future is ours to create, and my belief is that technology should exist to serve humanity, not the other way round.


Let’s see human beings as people, not consumers. Real people, with bodies, histories, problems, dreams, scars, loved-ones and frenemies.

Common sense about human nature is about best tool to uncover fresh insights. A touch of empathy, a jolt of creativity and a dash of deep work go a long way.

If we get stuck, the humanities offer a millennia worth of insights into how humans work and what helps us thrive.

We should not use these insights into the human psyche to manipulate towards unhealthy consumption, but to help people achieve their long-term goals.

A step further, rather than just designing for the needs of individuals, we should to move towards designing for our shared humanity.

To do this, we must look outwards to how our work plays out in the context of a changing earth, rapidly advancing technologies and dynamic cultural tensions.


It might sound rather lofty, but this is a business philosophy.

Truly valuable innovation typically builds on a fresh perspective on human behaviour. The foundation of long-term growth is creating unique products and services which people find truly joyful and rewarding.


The Copenhagen Letter 2017 is a manifesto on humanity/human-centred innovation .

Go-to references for human-centred innovation and design methods:

Books which remind me of the power of philosophy in business.

  • The Management Myth by Matthew Steward, is critical about the paradigms of business school thinking and argues for the importance of humanistic training.

  • Red Associate’s The Moment of ClarityUsing The Human Sciences To Solve Your Toughest Business Problem.

These books argue that we innovate for a future which is good for humans, with the fourth industrial revolution en route: