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About Nathan Furr
Nathan Furr is one of the world's foremost experts on managing uncertainty. A global authority on leadership, strategy, digital transformation and disruptive innovation, he has advised major firms including Google, Microsoft and Goldman Sachs, along with major retailers, telecoms, consumer goods and manufacturing companies. "All great achievements in our lives, or even the world, come only after we face uncertainty," he says.
Furr's co-authored book The Upside of Uncertainty grew out of his "uncertainty capability" framework. It offers more than 40 practical tools for finding opportunity in uncertainty and getting to the root of what holds a company or an individual back. To understand how leaders navigate the unknown, Furr has interviewed innovators, founders, CEOs and Nobel Prize winners, and studied others who work in the unknown, from paramedics and surfers to gamblers and startup investors. "Those who develop this 'uncertainty capability' are more creative, more successful, and better able to turn uncertainty into possibility," he writes in his Harvard Business Review article "You're Not Powerless in the Face of Uncertainty."
Nathan's Keynote Topics
Most executives don’t need more AI hype – they need results. The reality is: 95% of generative AI initiatives fail to create meaningful business value. Why? Nathan Furr, Ph.D. says it’s because companies fall into three predictable traps that can be avoided with the right leadership approach. Drawing on research into how established companies are successfully applying AI, Furr distills the three pillars of real AI transformation: a clear strategy, the right organizational design, and disciplined experimentation. This keynote gives senior leaders practical steps to unlock value, avoid costly missteps, and lead their organizations through the AI revolution with confidence. As an optional complement, Furr also introduces the AI Business Value Framework – a set of pragmatic questions leaders can use to lay strong foundations for successful AI adoption in their own organizations.
Creating transformative change in big companies may be the hardest task leaders face, especially in a time of digital disruption from rapidly emerging technologies. As the rise of AI tools continues to accelerate the pace of disruption in virtually every industry, immense uncertainty has followed. In this eye-opening presentation, INSEAD Professor of Strategy and co-author of “Leading Transformation,” Nathan Furr, Ph.D., provides leaders with clear-eyed approaches for taking the anxiety out of AI-focused digital transformation. Replacing this fear factor with a focused, fact-based approach to actionable value creation, he shows how the transformation process is much more attainable than many realize. With a framework for anticipating and recognizing when new technologies pose a threat and how to respond in order to profit from them, Furr helps leaders get onboard with testing AI tools, learning from those tests, and bringing their organizations forward during the transformation journey. With new skills for confidently applying practical technology evaluations, attendees will be able to envision valuable new futures and break the decision bottlenecks that hold organizations back from successful AI transformations.
What distinguishes individuals who emerge as effective leaders of innovation? It’s not just being creative or the quality of their ideas. Nikola Tesla was arguably a more brilliant inventor than Thomas Edison; but Edison realized tremendous commercial success while Tesla died penniless. Edison not only developed world-changing ideas, but he also acquired resources in a competitive market to execute and commercialize them. Jeff Dyer says that success hinges on building “innovation capital” through effective leadership. This entails building your “human capital” skills of forward thinking, proactive problem solving and persuasion. To put your ideas into action, you also need “innovative social capital” – a network of influencers, financial benefactors and organization leaders who can help build and promote your brand, product or service. Finally, you need “innovative reputation capital” – the credibility and notoriety that motivates organizational leaders and investors to trust you with their money, and consumers to eagerly await your next idea. Without the network and reputation, your vision will remain an unfulfilled wish.
Based on his book “Innovation Capital: How to Compete – and Win – Like the World’s Most Innovative Leaders” (HBR Press, June 2019), Dyer and his co-authors, through in-depth interviews, unlocks the secrets of how the world’s most successful and well-known CEOs – including Amazon’s Jeff Bezos, Tesla’s Elon Musk and Salesforce’s Marc Benioff – journeyed from their initial idea stage to being touchstones for innovation and dynamism. For entrepreneurs and creative managers, Dyer’s accumulation of wisdom from these towering figures is an invaluable resource in learning how to forge your own innovation capital, and walk in their footsteps.
Growth through innovation is a powerful way to find new opportunities and increase the value of an organization. Drawing on decades of research into how the world’s most innovative organizations create and profit from new opportunities, Nathan Furr draws on his co-authored book ”The Innovator’s Method” to teach audiences how to apply tools like lean startup, design thinking and business model transformation to build innovation muscles and foster a culture that creates significant growth through innovation. Furr brings these concepts to life in his talks, workshops and advisory meetings, which offer participants the opportunity to apply his frameworks to their own goals and challenges.
Five of the world’s most valuable businesses are platforms, and platform-based businesses consistently outperform traditional product-based business models. Yet most firms offer products and services without platforms. Drawing on his years of research into transformational models, Nathan Furr shares strategies for converting a product or service business into a platform model so companies can multiply the value of their resources. During his talks, workshops and advisory meetings, he explains why platforms offer non-platform firms a chance to become more efficient, agile and profitable, and he shares what it takes to make the leap.
How do great innovators come up with new ideas and create opportunities in an era of increasing uncertainty and intense competition? Having identified behaviors of the world’s greatest leaders – from Amazon and Apple to Google, Skype and more – INSEAD Professor of Strategy Nathan Furr outlines the skills that distinguish the extraordinary from the ordinary. He also discusses how to create and lead a culture of innovation throughout an organization, an advantage that improves their innovation premium and spurs real growth. Drawing on his decades of research into collaborative innovation, Furr teaches how organizations and leaders in any sector can apply these insights and tools to solve problems and create new opportunities.
Although we are wired to fear uncertainty, great leaders, innovators and changemakers recognize that uncertainty always holds possibility. Learning to develop the perspective and skills to be resilient in the face of uncertainty and then lead others to new possibilities is key to great leadership. In this engaging presentation, INSEAD Professor of Strategy Nathan Furr reveals that the most important – and an often missing – skill for bolstering organizational resilience is the ability to confidently lead through change and uncertainty. Drawing from his highly acclaimed book “The Upside of Uncertainty,” Furr presents a comprehensive, customizable toolkit and strategies for delivering calm, reassuring leadership through challenging times that will help reduce employee burnout and build a company’s ongoing durability. Audiences will be empowered to develop “uncertainty capability,” becoming more adaptable, creative, agile, fearless, and better able to strategically pivot in times of change.
Books by Nathan Furr

The Upside of Uncertainty: A Guide to Finding Possibility in the Unknown
HBR Press, 2022
Innovation Capital: How to Compete – and Win – Like the World’s Most Innovative Leaders
Harvard Business Review Press, 2019
Leading Transformation: How to Take Charge of Your Company's Future
Harvard Business Review Press, 2018
The Innovator's Method: Bringing the Lean Startup into Your Organization
Harvard Business Review Press, 2014
Nail It then Scale It: The Entrepreneur's Guide to Creating and Managing Breakthrough Innovation
NISI Institute, 2011Nathan in the Media

Beware the AI Experimentation Trap

How to Turn Failure into Success: The Power of Accelerated Learning

AI Agents Are Changing How People Shop. Here’s What That Means for Brands.

The Adjacent Possible Theory: Love Is a Hike

It's Time to Reimagine Scale

Technology Counter-Offensive! Fight Back Against Disruption

The Secret to Courageous Decisions: A Conversation With Top CEOs

Balancing Profit and Purpose with Your Digital Transformation

Effective Strategies for Building and Boosting Psychological Safety

Help For Uncertain Times: The First Aid Cross For Uncertainty

How GDPR Changed European Companies’ Tech Stacks

Why Innovation Depends on Intellectual Honesty
How Nathan Works with Organizations
Each engagement is built around your goals and audience.
01 · WORKSHOPFinding Opportunity in Uncertainty: An Interactive Workshop
Uncertainty may seem like a prevalent theme lately, but it is certainly not new. Change and disruption have always been part of our professional or personal lives. How we react to and reframe uncertainty determines how well we are able to navigate the unknown, move through changes and identify new opportunities – in any new circumstance.“Every new possibility comes with uncertainty. Uncertainty has possibility in it,” explains renowned INSEAD Professor of Strategy and corporate advisor Nathan Furr, a global authority on leadership, strategy, digital transformation and disruptive innovation, and one of the world’s foremost experts on managing uncertainty. During this interactive workshop, which can be scheduled as a half-day, full-day or two-day program, Furr teaches his holistic framework for developing uncertainty capability. Drawing from his latest book, “The Upside of Uncertainty: A Guide to Finding Possibility in the Unknown,” which uncovers how some of the world’s most skilled leaders and innovators successfully navigate the unknown, he teaches participants tools for reframing uncertainty so they are better able to move through and leverage change. He covers such areas as risk assessment (versus rolling the dice), change mindset, emotional hygiene, reality check, resilience, ambiguity tolerance, and how to prime, prepare and take action. Participants come away with tangible tools for finding opportunities in uncertainty, and a powerful ability to strategically navigate the unknown with courage and confidence.Click here to see possible workshop formats: Creating Growth Through Innovation
In this book, Jeff, Nathan, and Curtis present a compelling case for how leaders at every level can build and grow their innovation capital to turn new and creative ideas into reality. Whether you’re just launching your career or you’re an industry veteran, this is a must-read.
Indra Nooyiformer Chairman and CEO, Pepsi Co
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