The Future is a Verb, Not a Noun

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The concept of the future should be viewed as an active, dynamic process rather than a distant point to reach. It involves continuous actions and decisions made by individuals as partners, professionals, and parents. The realization that pursuing competitive advantage in the business realm does not align with broader, long-term goals became clear in 2016. This shift advocates for a holistic approach that considers the well-being of humanity over immediate gains, acknowledging that collective decisions today will shape the future of our species and the planet in profound ways.

We are biologically wired to focus on the near-term, and that’s often a good thing. But in this moment — with global conflict, fast-evolving tech, and climate change dominating our present — we need to also prioritize long-term impacts. Futurist Ari Wallach joins Rapid Response host Bob Safian to dive into our biological and business motivations around what he calls “futuring.” Host of the new PBS docuseries, A Brief History of the Future, Wallach shares lessons from the longest-standing corporations on Earth, why he views AI as “immortal algorithms,” and how business leaders must embrace the moral imperative of their business as a core KPI.

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