
What Next?
"What Next?" explores the evolving landscape of business, leadership, advertising, and the future of work. Hosted by Rishad Tobaccowala, the podcast dives into how globalization, technology, and demographic shifts reshape how we create, consume, and communicate. Rishad Tobaccowala engages with CEOs, creative leaders, and visionaries to discuss innovative strategies, technology’s impact on media, and leadership challenges in the future of work. Hear unique insights from academics, futurists, and media innovators on navigating today’s business world.
Latest episodes

Mar 2, 2024 • 46min
The Augmented Human
A CEO discusses the future of work with AI enhancing human abilities. Topics include personalized staff support, problem solving, creativity, and leadership. The podcast explores the evolution of online education, digital upskilling for organizations, and the concept of the 'augmented human'.

Feb 24, 2024 • 46min
Small Yet Mighty: Shaping the Future of AI Models
Rudina Seseri, Co-Founder and Managing Partner of Glasswing Ventures, shares her insights on the future of Artificial Intelligence based on 19 years of investing and operational experience in high-growth AI and Frontier Technology companies. She argues that large language models will become
smaller, more distilled, more refined, and therefore more powerful, while the transparency of the open-source and open model landscape will enable companies to control their own destinies. She believes that the Coming Wave, predicted by author Mustafa Suleyman, will strip the paint off some
AI companies to reveal the true AI-Natives set to thrive.
https://www.the-coming-wave.com
On LLMs becoming smaller
LLMs for Dummies by Rex Woodbury: https://www.digitalnative.tech/p/llms-for-dummies?utm_source=substack&utm_medium=email
Phi-1.5: https://www.linkedin.com/pulse/phi-15-ai-textbooks-groundbreaking-new-way-train-llms-rudina-seseri-acbre/?trackingId=xFExcDnPTyuisRwZdmCs%2BQ%3D%3D
On Meta's AI strategy
Meta AI roadmap: https://www.wsj.com/video/events/metas-ai-roadmap/D8AD06F0-BCB8-4615-8FF6-B7DD3E1CE228.html
On AI trough of disillusionment
Biden EO on AI: https://www.whitehouse.gov/briefing-room/presidential-actions/2023/10/30/executive-order-on-the-safe-secure-and-trustworthy-development-and-use-of-artificial-intelligence/
SuperReturns: https://globalfinance.connectmeinforma.com/community/superreturn/articles/five-essential/details

Jan 6, 2024 • 36min
The Game of Sports
Internet pioneer, John Kosner, President of Kosner Media, a digital media and sports consultancy and investment advisor in sports tech startups on the future of Sports. His four decades of Sports media expertise include building ESPN into the world's leading digital Sports destination; he also struck ESPN's original streaming deal with Bamtech, which led to Disney's acquisition of Major League baseball's technology firm in 2016. He argues that Sports will follow gaming into the interactive world building communities around sports players on and offline as younger fans look for new ways to engage. And he advises us to follow his old Disney colleague, Steve Jobs’ mantra: beware the status quo. Latest Sports Business Journal column: https://www.kosnermedia.com/news/crossing-sports-media-rubicon-one-year-laterNCAA Gender Equity Media & Sponsorship Analysis, 2021: https://static1.squarespace.com/static/5e48689ce8cf6318cdabe294/t/6149e29e8768351a56a63bcf/1632232095074/NCAA+Gender+Equity+KHF+Phase+I+Report+-+Desser+Media+%26+Sponsorship+Addendum.pdfInterview with Ben Thompson, Stratechery: https://www.kosnermedia.com/news/kosner-stratechery-interview-past-future-sports-abundance

Dec 16, 2023 • 34min
The Art of the Side Hustle
Chris Guillebeau, New York Times best-selling author of The $100 Startup, Side Hustle and The Happiness of Pursuit on the rise of the side gig, and its impact on the future of work. His daily podcast, Side Hustle School is downloaded two million times a month, often by listeners who have regular jobs but want to diversify their income, create more options for themselves and do more of what matters. He argues that this creator economy is redefining what work means, with more focus on joy and meaning but also on what he calls asymmetrical risk which can reap a very different type of reward. Further links: https://chrisguillebeau.com/

Dec 2, 2023 • 41min
Change is Gonna Do You Good
Michael Millward, Managing Director of Lyreco, discusses the importance of community, resilience, and change in business. They explore the transformation of the workplace community, the role of chatbots in business, and the challenges faced in creating a strong community. The speakers also highlight the importance of resilience and adaptability, and how AI can enhance existing roles.

Nov 25, 2023 • 42min
Ethics and the Key to Being Cool in Business
Linda Thomas Brooks and Wallace Snyder, founders of the Institute for Advertising Ethics on the future of trust in business. Linda, who is also chief executive officer at PRSA and former president and CEO of the Association of Magazine Media and Wallace, former president and CEO of the American Advertising Federation, argue that the rise of AI will elevate the role that ethics plays in keeping companies relevant. As Millenials and Gen Z look at who is doing the right thing, how to build ethics into the heart of business will become key to attracting and retaining talent. Further reading: Institute for Advertising Ethics: https://www.iaethics.org/

Nov 10, 2023 • 39min
AI and the Future of the Author: how human intelligence meets artificial intelligence in the world of writing
Josh Bernoff, former senior leader at Forrester, best-selling author of 'Groundswell' with Charlene Li, and ‘Build a Better Business Book’ on the relationship between ChatGPT and the book writer. The author of eight business books - he also calls himself a ‘midwife’ of 50 titles on some of the most powerful ideas in the genre – argues that books will continue to matter even if the way they may be created and distributed might change. And while AI may replace hack writers, it will never replace human intelligence, the wit and character of great writing. His mantra is ‘Be paranoid early’ as AI continues to evolve in the creative world, and as long as we change and adapt, AI plus HI can provide a brilliant future for writers Josh Bernoff website: https://bernoff.com Josh Bernoff books: https://bernoff.com/books How authors use AI: https://bernoff.com/blog/how-successful-business-authors-work-better-with-ai Cory Doctorow article about enshittification: https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys Article about fake travel books: https://www.nytimes.com/2023/08/05/travel/amazon-guidebooks-artificial-intelligence.html Atlantic article about the AI corpus of pirated books called "Books3": https://www.theatlantic.com/technology/archive/2023/09/books3-ai-training-meta-copyright-infringement-lawsuit/675411/

Oct 28, 2023 • 34min
Culture makes Meaning: Why understanding and aligning with communities are critical today.
Marcus Collins, award-winning marketeer and cultural translator, author of the best-selling book ‘For the Culture: the Power Behind What We Buy, What We Do and Who We Want to Be’ and digital strategist for Beyonce on the value in belonging. The former Chief Strategy Officer at Weiden and Kennedy and recipient of Advertising Age's 40 under 40 award who was inducted into the American advertising Federation Advertising Hall of Achievement tells us how the work of philosopher, Emile Durkheim and Beyonce, queen of the Beyhive, have taught him to ditch the trendspotting and tap into the power of organic communities. Further reading: My site: www.marctothec.com/fortheculture LinkedIn: https://www.linkedin.com/in/marctothec/Book: For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be

Oct 14, 2023 • 41min
Meaning over Math! How connection, empathy and authenticity are the keys to growth
Emmanuel Probst, global brand thought leader at Ipsos, adjunct professor at UCLA, Wall Street Journal and USA Today best-selling author of Brand Hacks on the art and science of brand transformation. His fascination in the quest for meaning is explored further in his latest book, Assemblage which is about how to build brands that transform people and the world they live in. Emmanuel tells us about the power of brands to influence the future as consumer preference for authenticity, meaning and storytelling exposes performance marketing as tactical and a waste of money. Further reading:The Art and Science of Brand Transformation book here: https://rb.gy/qmq41 Emmanuel Probst on LinkedIn: https://www.linkedin.com/in/emmanuelprobst/

Oct 7, 2023 • 38min
AI meets Ayurveda: the future of food will combine tech and tradition
Sakshi Chhabra Mittal, the founder and CEO of Foodhak on a revolutionary new food subscription delivery and app startup which significantly enhances peoples health and wellness by combining modern technology and traditional ways. A former venture capitalist at Softbank and biotech head at Pfizer, Sakshi tells us how to combine ‘delicious’ and ‘good’ in food to offset what she calls The Four Horsemen - Cancer, Diabetes, Dementia and cardiovascular disease, and lead a revolution in healthy food. Further reading:https://www.linkedin.com/in/chhabrasakshi/?originalSubdomain=ukhttps://foodhak.com/
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