Create the Future is a must-read for anyone who wants to make a difference in the business world. The information shared by Prof. Amy C. Edmondson and Rick Williams will broaden your horizons about the future.
I’m excited to share the highlighted messages from the recent “Create the Future” event featuring Prof. Amy C. Edmondson and Rick Williams, the author of the groundbreaking book. This event was packed with invaluable insights for leaders, entrepreneurs, and anyone looking to shape the future of their business.
Here’s what you’ll find in this summary:
- Key takeaways from Prof. Amy C. Edmondson and Rick’s discussions.
- Thought-provoking questions to challenge your leadership mindset.
- Actionable leadership tasks to help you grow and innovate in your daily work.
Amy and I love sailboat racing and she did challenge my comment that “everything I know about leadership I learned on my sailboat.” She asked whether I learned anything at Harvard Business School. “Didn’t we teach you anything?” – Rick Williams
Rick Williams defines the five steps to creating the future:
- Define the challenge
- Imagine success
- Create options
- Evaluate barriers
- Choose the future
Whether you’re a seasoned executive or just starting your journey, these insights will equip you with the tools to thrive in an ever-changing business landscape.
Let’s dive in and start creating the future together!
It was truly an honor to meet Prof. Amy C. Edmondson and Rick Williams at such an inspiring event. I hope the powerful ideas shared here will bring as much value to you as they did to me. And I would like to thank the entire team for this event held at the Harvard Club of Boston.
Leadership is like a chess game—each move dictates the outcome, and great leaders think five steps ahead.
🔴 How do the world’s top leaders truly shape the future?
🔵 Why is decision-making the #1 skill that defines leadership success?
At a special “Create the Future” Night, Prof. Amy C. Edmondson and Rick Williams shared powerful insights on leadership, vision, and the responsibility that every CEO, entrepreneur, and executive must embrace.
Professor Amy C. Edmondson: Does that even mean Rick?
Rick Williams: It captures a fundamental like a fundamental responsibility of leadership, which is that you as a leader, by the choices you make, by the decisions you make, are creating the future for your company or any organization, could be a nonprofit or government agency or even for yourself as an individual.
So when you are deciding particularly the important questions before you could be a great opportunity or a threat that you’re dealing with.
You are creating a future for your organization by the choice you make in when you decide how to resolve that issue, that challenge. So that’s what the book is about.
The book is is saying decision making is fundamentally your responsibility and when you make decisions, you’re creating a future for your organization.
“Leadership isn’t just about managing the present—it’s about creating the future. Every decision you make is shaping what comes next, not just for your company but for your entire industry.”
📌 The Critical Question:
Are you making decisions that build the future—or just reacting to the present?
📌 Leadership Development Task:
Before your next big decision, ask yourself: “What kind of future am I creating with this choice?”
In this book, Rick uncovers why decision-making is the single most powerful tool leaders have and how mastering it can transform your company’s destiny.
Are you making bold decisions or playing it safe? Drop your thoughts in the comments!
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Are You Truly Aware of the Future You’re Creating?
Most leaders make decisions every day without consciously realizing they are shaping the future.
At the “Create the Future” Night, Prof. Amy C. Edmondson and Rick Williams had a game-changing conversation about why decision-making isn’t just about reacting to problems—it’s about actively designing the future of your company, your industry, and your career.
Prof Amy C. Edmondson: That’s what the book is about. Yeah, that’s I I really appreciate that. Actually, as you were speaking, I thought.
You as a leader of an organization or a part of an organization, you are in fact creating the future. So you might as well do it thoughtfully because it’s the, as you say, the decisions you make will shape the future. But oftentimes they’re not being made with the proper attention to the future. What what will happen 3 steps down the line if we do this now?
So, so you know, I can’t help.
Given, especially all of the events of the world and all of the imperfect presents that are the result of prior decisions that created the present, where does your belief that we can create the future come from? Where does your confidence in the idea in our power to do that? ,
Rick’s Eye-Opening Insight:
“Many leaders don’t connect their decisions with the future they are creating. Whether you’re launching a product, hiring a key employee, or entering a new market—every decision is building your organization’s destiny.”
RICK: You know, that’s this is one of the things that’s come out from my having written the book. Is it surprises me how many people don’t associate the decisions they’re making with the fact that those decisions are in fact creating a future.
It’s it’s like they don’t make the connection. And I don’t mean, I mean all of us, so many people, all of us, and I’m sure myself in many instances, aren’t automatically making the connection. They aren’t saying.
Oh, when I make this decision about what I’m going to do, whether we’re going to introduce this new product or we’re going to acquire this company or fire that employee that or hire the new, the new, the new kid that we’re bringing in with great hopes, we are creating a future for the organization that we lead. That is what we’re doing. And I guess what I’m in a way as an advocate for is to more explicitly make that connection when you. When you decide to hire somebody, when you decide, are we going to introduce this product and take a risk and it might or might not be successful, that decision is fundamentally shaping the future of the organization you lead.
📌 The Critical Question:
Are you making decisions with three steps ahead in mind—or just dealing with what’s in front of you?
📌 Leadership Development Task:
Before making any strategic move, ask:
“What chain reaction will this decision set off in 6 months, 1 year, or 5 years?”
“Create the Future” is the must-read book for CEOs, entrepreneurs, and executives who want to stop just managing the present and start actively designing the future.
What’s one decision you made this week that will impact your company’s future?
Why Decision-Making Defines the Future – Are You Leading Your Organization Toward Innovation—Or Obsolescence?
Leadership is like steering a ship. Are you adjusting your course for the changing tides—or sailing straight into an iceberg?
At the “Create the Future” Night, Prof. Amy C. Edmondson and Rick explored one of the biggest blind spots in leadership: failing to connect today’s decisions with the long-term future.
The Hard Truth:
“Most leaders think of decision-making as just big, boardroom-level calls. But in reality, every small choice we make shapes the future of our company.” – Rick Williams
Case in Point: The Fall of Polaroid
Polaroid invented the technology behind digital photography. But when leadership faced a critical decision—whether to launch digital cameras—they chose to protect their cash cow (film photography) rather than adapt. The result?
They lost the market and went bankrupt.
📌 The Critical Question:
Are you making decisions to protect today’s profits—or to own tomorrow’s opportunities?
📌 Leadership Development Task:
Before saying NO to an innovation, ask:
“Will this decision keep us relevant in five years—or make us the next Polaroid?”
Rick’s book ‘Create the Future’ reveals a 5-step framework for leaders to make strategic, future-proof decisions.
What’s the riskiest decision your company has made? Did it pay off or backfire?
Decision-Making as a Leadership Superpower: Why ‘Create the Future’ is More Than a Book
Leadership is not about hiring consultants to drive the car for you. It’s about learning how to steer through uncertainty—at full speed.
At the “Create the Future” Night, Prof. Amy C. Edmondson posed the question many leaders ask: Do we really need another leadership book?
Rick’s Answer: Absolutely—because most leaders aren’t trained to make decisions effectively.
The Big Idea: Leaders in Fortune 500 companies can afford McKinsey, BCG, or Deloitte to guide their toughest decisions. But what about mid-sized and growing businesses? They still face high-stakes choices—without a blueprint to navigate them.
Real Case Study: The Hidden Impact of Consulting
Rick shared a powerful lesson from his consulting days. A chemical manufacturing company in Chicago hired his team to evaluate a new business sector opportunity. The result? A detailed strategy report with step-by-step recommendations.
A year later, Rick revisited the client. Not a single recommendation was implemented.
Failure? No.
The client responded:
“Your report was invaluable—not because of the recommendations, but because you taught us how to think, analyze, and make the right decision ourselves.”
📌 The Critical Question:
Are you outsourcing decision-making—or developing a process that makes your leadership unstoppable?
📌 Leadership Development Task:
Before making a major business move, run your decision through these checkpoints:
✔️ Have we fully defined the opportunity?
✔️ What does success truly look like?
✔️ Have we assessed execution risks?
‘Create the Future’ is not just a book—it’s a practical guide for mastering high-stakes decision-making.
How do you approach tough decisions in your business?
Smarter Decisions, Stronger Leadership: The Power of Collective Intelligence – Should Leaders Make Decisions Alone?
A leader making decisions alone is like a pilot flying blind in a storm. You need a control tower—people who see what you don’t—to navigate safely.
At the Create the Future event, Prof. Amy C. Edmondson posed a tough question: Does involving more people in decision-making slow things down? Shouldn’t leaders just trust their instincts and move forward?
Rick’s Answer: Yes, you can make the decision alone. But you might be wrong.
Why Leaders Need to Listen—Even When They Think They Know Everything
Many CEOs and executives believe they see the full picture—after all, they have the experience, the data, and the strategic vision. But here’s the hard truth: You don’t know what you don’t know.
📌 The Critical Question:
How often do you seek diverse perspectives before making high-stakes decisions? Or do you trust your gut and hope for the best?
📌 Leadership Development Task:
Before making your next major business decision:
✔️ Gather your key leadership team and ask for their perspectives—not just validation of your opinion.
✔️ Consult one outside expert who has no personal stake in the outcome.
✔️ Challenge yourself: What am I missing?
Final Thought: The best leaders don’t just make decisions—they build a system that ensures the best possible decisions are made.
How do you gather input before making critical decisions?
The Leadership Paradox: Decisive Yet Vulnerable? – Can a Leader Be Both Strong and Open?
A leader without buy-in is like a captain steering a ship with a reluctant crew. Direction matters, but so does unity.
At the Create the Future event, Prof. Amy C. Edmondson raised a critical leadership paradox: How can great leaders be both decisive and vulnerable?
Rick’s Answer:
– Decisiveness gives direction.
– Vulnerability builds trust and buy-in.
Why It Matters:
Many leaders hesitate to say, “I will decide.” They fear making mistakes, but the reality is—every decision shapes the future. The best leaders embrace this responsibility while also being open to insights from their teams.
If you only dictate decisions, people follow out of obligation. But if you involve them—if they see the “why” behind the decision—they commit with purpose.
📌 The Critical Question:
Do your teams simply follow instructions, or do they truly believe in the mission?
📌 Leadership Development Task:
✔️ In your next leadership meeting, explain a major decision before announcing it. Ask your team: What’s missing? What risks do you see?
✔️ Listen—without defending your position.
✔️ Watch how engagement and commitment change.
Final Thought: True leadership isn’t just about making decisions—it’s about making them with people, not for them.
What’s your leadership style? Do you lead with authority, vulnerability, or both?
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Give Before Asking: The Trust Formula for Leadership Success – What’s the simplest yet most powerful leadership principle?
A leader is like a bridge builder—strong enough to support others, but only if they first lay the foundation of trust.
At the Create the Future event, Rick shared a lesson so impactful that it fit on a napkin: Give Before Asking.
The Leadership Insight:
– Trust is the bedrock of leadership. Without trust, no strategy, no vision, no execution truly succeeds.
– Trust is built by giving first. Before you ask for commitment, effort, or belief, you must offer clarity, vision, and authenticity.
– Great leaders give purpose, direction, and vulnerability. And in return, they gain loyalty, engagement, and high performance.
📌 The Critical Question:
Are you leading by demand—or by inspiration?
📌 Leadership Development Task:
✔️ Next time you ask for something—a deadline, extra effort, or a bold move—first offer value: context, encouragement, or shared purpose.
✔️ Reflect on how you build trust: Do you lead with transparency? Do you empower before you expect?
Final Thought:
The best leaders don’t demand trust—they earn it by giving first. Before you ask, give clarity, vision, and belief—and watch your leadership influence grow.
How do you build trust in your leadership?
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Leadership at Sea: What Sailing Teaches About Running a Business – What if your best leadership lessons weren’t learned in the boardroom, but on a sailboat?
A business, like a sailboat, doesn’t move forward by force—it moves forward by skillfully harnessing the winds of change.
Prof. Amy C. Edmondson: You have written that everything I know about leadership I’ve learned on the sailboat. Because you are an HBS alum. And so you’re going to have to justify that statement. OK.
At the Create the Future event, Rick shared an unexpected insight: “Everything I know about leadership, I learned on a sailboat.”
📌 The Leadership Lessons from Sailing:
– Vision & Strategy: Just like in business, you need a clear goal and a plan to navigate changing conditions.
– Team Trust & Performance: No one is paid on a sailboat race—people join because they believe in the mission. Great leaders inspire, not command.
– Adaptability: The wind and currents change—so does the market. Leaders must read the environment and adjust in real time.
– Decision-Making Under Pressure: Whether in a race or a boardroom, split-second decisions can make or break success.
📌 The Critical Question:
Are you leading with clarity, adaptability, and trust—or are you drifting without a strategy?
📌 Leadership Development Task:
✔️ Think like a sailor. Identify one area in your business where you’re reacting instead of proactively navigating change. Chart a course forward.
Final Thought:
Great leadership isn’t about controlling the sea—it’s about mastering the art of sailing through uncertainty. Are you ready to captain your team to success?
What’s the most valuable leadership lesson you’ve learned from outside the office?
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Shaping the Future of Leadership: Influences & Big Ideas
Decision-making is like navigating with a map. The right books act as your compass, guiding you to your destination. But if you follow the wrong map, you might end up somewhere you never intended to be.
GUEST: I’m interested in knowing what authors and thinkers were instrumental in sort of you developing this book and your thoughts around decision making.
Rick’s Answer:
Bill Burnett’s book Designing Your Life was a huge inspiration for me. We discussed our work, exchanged ideas, and he gave strong support to my book. Also, Stephen Covey’s The 7 Habits of Highly Effective People played a big role. These books don’t just tell you how to think—they show you how to act.
📌 Powerful Leadership Question:
Which books and thought leaders have influenced your decision-making? How are you using what you’ve learned to shape the future?
📌 Leadership Development Task:
For one week, track your most critical decisions at work. Reflect on what inspired each decision and analyze your thought process.
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Startups & Smart Decisions: How to Use ‘Create the Future’ for Growth – How Can Startup Founders Apply the Book’s Lessons to Scale & Succeed?
Running a startup without a solid decision-making framework is like sailing without a map—exciting, but dangerously unpredictable. Smart leaders chart their course before setting sail.
At the Create the Future book event, a startup founder in the audience asked a crucial question: How can I use this book to navigate the unpredictable world of startups?
Rick’s Answer:
Startups operate in a high-speed, high-risk environment—different from large corporations. This book serves as a decision-making checklist to help founders assess their goals, risks, and execution strategy. Whether you’re raising capital or launching a product, you need to ask: Have we really thought this through? Are we ready for the risks ahead?
📌 Powerful Leadership Question:
Are you making intentional decisions in your startup, or are you just reacting to challenges?
📌 Leadership Development Task:
Before your next big decision—whether it’s securing funding, hiring, or launching—use a risk assessment checklist to evaluate the impact and potential roadblocks.
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Defining Success: A Startup’s Most Critical Decision – What Does Success Mean for Your Startup?
Success is like climbing a mountain. Are you aiming for the peak—or the perfect spot to launch your next expedition? Each path requires a different strategy, tools, and mindset.
During the Create the Future book event, a guest asked a thought-provoking question: How should startups define success?
Rick’s Insight:
Success isn’t one-size-fits-all. A biotech startup in Boston might define success as reaching a stage where it can be acquired, while a product-driven startup measures success by launching and scaling first sales. Understanding what ‘winning’ looks like for your company is essential—because your strategy, funding, and execution must align with that vision.
📌 Powerful Leadership Question:
Are you building your startup to scale and dominate, or to position for acquisition? The path you choose changes everything.
📌 Leadership Development Task:
Clarify your end goal—is your startup aiming for rapid market adoption, long-term independence, or acquisition? Define the key milestones needed to reach that goal.
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The Kodak & Polaroid Mistake: Is Failure Inevitable? – Why Do Great Companies Fail?
Success can be a fortress or a prison. The same walls that protect you can also keep you from seeing the future.
At the Create the Future book event, a guest posed a crucial question to Prof.Amy C. Edmondson and Rick: Polaroid, Kodak, and even Digital Equipment Corporation had the technology to lead—but they failed. Isn’t this just human nature?
Amy’ & Rick’ Response:
Yes, it is human nature. That’s exactly the problem. We think we know what we’re doing. And that confidence, when unchecked, can be the downfall of even the most powerful companies.
Lesson for Leaders:
The greatest risk isn’t competition—it’s overconfidence. Companies that fail to challenge their own assumptions become victims of their own past successes.
📌 Powerful Leadership Question:
What blind spots could be preventing your company from embracing the next big shift?
📌 Leadership Development Task:
Create a “Kill the Company” exercise. Ask your team: If a competitor were to put us out of business, what would they do? Then, disrupt yourself before someone else does.
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Leadership’s Hardest Job: Fighting Human Nature to Win the Future – The Leadership Trap: Are You Thinking Too Fast?
Great leadership is like swimming upstream. It’s exhausting—but it’s the only way to avoid the waterfall ahead.
At the Create the Future book event, a guest made a powerful statement: Human nature pushes us to make quick decisions and prioritize today’s profits over tomorrow’s success. So isn’t failure inevitable?
Rick’s Response:
Yes, human nature leads us to make bad decisions. If you want to be successful, you have to fight your instincts. Leaders must resist the urge to make quick, overconfident choices and instead, actively seek diverse perspectives to make better long-term decisions.
Lesson for Leaders:
The job of leadership is to challenge what feels natural. It’s about making hard decisions, not easy ones.
📌 Powerful Leadership Question:
Are you prioritizing short-term profits over long-term survival?
📌 Leadership Development Task:
Before making your next big decision, ask your team:
“If we were starting from scratch today, would we still make this choice?”
If the answer is no, it’s time to rethink your strategy.
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Book Recommendations and Leadership Field Secrets That Will Inspire Startups
GUEST: OK, perfect. Speaking of startups, I have a startup as well and. The question for both of you is, I think it’s definitely I’m going to read the book and is what other books would you recommend?
Rick recommended the book “Designing Your Life” for entrepreneurs and business leaders. This book focuses on career design, while also emphasizing that these principles can be applied to other problems in business and private life. Rick stated that this book is frequently read in prestigious institutions such as Harvard Business School (HBS), and said that it is a guide especially for those who want to shape their careers.
The Concept of Leadership Zone:
Rick explained the concept of “Leadership Zone” in his book “Create the Future” in detail. This concept states that people are more successful in the field where they bring together both their strengths and passions. Rick emphasized that working in this field directly affects career success.
What is the Leadership Zone?
– Strengths: The person’s professional skills and abilities.
– Passion: The person’s excitement and commitment to their work.
Rick stated that the point where these two elements intersect is the area where the person will be most productive and successful.
A Real Life Example: Wrong Promotion from COO to CEO
Rick gave a striking example from the business world while explaining the concept of the leadership zone:
- COO Becoming CEO: A successful COO (Chief Operating Officer) in a company can be quite successful in managing internal operations. However, when this person is promoted to the CEO position, he may have difficulty communicating with investors and managing the company’s public image.
- The result: The COO is no longer in his own leadership zone, and this can lead to both personal failure and a decrease in the company’s performance.
Rick emphasized that boards of directors should be more careful in their promotion decisions while giving this example. Low-risk decisions that seem right can actually lead to failure in the long run.
Advice from Rick to Business and Entrepreneurs Leaders:
– Know Yourself: Discover your strengths and passions.
– Stay in Your Leadership Zone: Work in jobs where you can use both your talents and passions.
– Make the Right Promotions: Boards of directors should focus not only on past successes but also on the suitability of individuals for the leadership zone in their promotion decisions.
– Take Time to Read: Books like “Designing Your Life” can help you shape your career and business strategies.
The information Rick shares is a great source of inspiration, especially for startups and business leaders. The book “Create the Future” is a guide not only for those who want to shape the future, but also for those who want to take the right steps in their careers. The books Rick recommends and the concept of the leadership field will be a guide for anyone who wants to make a difference in the business world.
As Rick Williams says, ‘Don’t wait for the future, create it.
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