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Free Lesson
Second Order Thinking for Brand Strategy
30 min
Apr 7, 2026 2:00 PM
Virtual (Zoom)
In this video
What you'll learn
Why Most Predictions About the Future Are Wrong
The hidden mechanics behind how markets actually change, and the cognitive traps that make prople miss them.
7 Mechanisms for Sharper Second-Order Thinking
From power laws to asymmetry flips, a toolkit of mental models to trace how change cascades through.
How to Map the Web of Change
A visual framework for modeling second, third, & fourth-order consequences, so you can see disruption before it arrives.
Where the Real Economic Opportunities Hide
Learn to track liquidity, creative destruction, and fragmentation cycles to find the value others overlook.
Why this topic matters
Every brand decision is ultimately a bet on the future. The brands that win aren't just better at executing, they're better at predicting. Second-order thinking is the discipline of following a change past its obvious consequences, through to the deeper shifts that reshape industries, behaviors, and value. This session gives you a practical framework for doing exactly that.
You'll learn from
Jean-Louis Rawlence
Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.
Previously at
