Jonathan Brill, Futurist and Best-Selling Author on AI, Rogue Waves, and the Octopus Organization

this episode of “What If? So What?”, host Jim Hertzfeld sits down with futurist and best-selling author Jonathan Brill to explore how organizations can prepare for disruption and thrive in an AI-driven future. Brill is author of “Rogue Waves: Future-Proof Your Business to Survive and Profit From Radical Change” and “AI and the Octopus Organization: Building the Superintelligent Firm,” which shares how seemingly unpredictable shocks—pandemics, energy crises, political upheaval—are becoming more frequent as global systems collide. 

 In this episode, Brill explains why traditional three- and five-year planning no longer works and instead urges leaders to focus on the real-world constraints shaping the pace of technological change. He introduces the concept of the “octopus organization,” a new model where decision making is distributed rather than centralized, and AI empowers people across the enterprise with better context, insight, and agility. 

 He also emphasizes that while technology evolves quickly, cultural transformation can take several years, which means that leaders must start reshaping their organizations now to be ready for 2030 and beyond. 

Get your copy of AI and Octopus Organization today: https://www.amazon.com/dp/B0FQK1PXDV?ref_=pe_93986420_774957520

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