The Innovation Show

The Second Curve: Bracing for Changes in Technology, Consumers, and Markets The podcast sees futurist and author, Ian Morrison, discuss the concept of his book, 'The Second Curve'. This concept delineates how businesses must straddle their existing 'first curve' while preparing for a 'second curve' defined by new technologies, market shifts, and emerging consumer behaviors. Morrison cites examples, like Microsoft and Apple, of successful navigation from the first to second curve and emphasizes the importance of not abandoning the profit potential of the existing business too soon. Concerning organisations, Morrison discusses a shift from mechanistic to more fluid 'organic' forms, referencing shifts to more connected, network-driven models and an importance of corporate culture. He also explains the strategy of 'virtual integration' employed by companies like Apple, contrasting it to traditional integration approaches. Morrison finishes by highlighting the enduring relevance of adaptable, entrepreneurial cultu