is inspired by something the futurist William Gibson once said, that "the future is already here, it’s just not very evenly distributed"
is informed by a way of reading cultural change that has been applied more than 5,000 times since it was codified by a sociologist called Everett Rogers in 1962. Called the Diffusion of Innovations, this describes how innovations – which could be new ways of dressing, dancing, living, or communicating – catch on and spread from the innovators to the early adopters and the mainstream
The Future is Already Here believesthat:
a forecast is not a fact, it's a map
we can use that map to plot a path to the future that is more sustainable, more profitable, and more positive for people and the planet