Second Order Thinking for Brand Strategy

Hosted by Jean-Louis Rawlence

Tue, Apr 7, 2026

6:00 PM UTC (30 minutes)

Virtual (Zoom)

Free to join

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Go deeper with a course

Brand Strategy Masterclass
Jasmine Bina and Jean-Louis Rawlence
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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.

Jean-Louis Rawlence is a strategist and cultural futurist driven by a simple belief: thinking is leverage. In an age where AI can generate almost anything, he argues the real bottleneck is human judgment.

Co-founder of Concept Bureau, he helps leaders and teams build systems for sharper thinking, so they can spot signals earlier, make better decisions, and turn strategy into lasting advantage. Through Exposure Therapy, he convenes a global community of strategists and executives committed to raising the standard of strategic thought.

An optimist at heart, his path spans sci-fi obsessions, aerospace engineering, and advising world-class companies on how to build what comes next.


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Previously at

Nike
Upwork
Eli Lilly and Company
Seed Health
Feeld

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