Marcus Timson

In Europe, our old operating system is broken. What once worked no longer does. The world is in constant flux, and our outdated models can’t keep up. Innovation has slowed, and leadership does not enable new ideas to flourish. We need a new operating system—one built for today’s challenges and opportunities.

This article, drawn from a recent talk I created, explores themes and changes that could unlock new potential for our future. It’s a mix of thoughts, inspirations, observations, and ideas. You may disagree, but I hope it sparks meaningful conversation, thoughts and positive action!

Adaptive vs. Technical Leadership

A new operating system starts with leadership.

Our current models, rooted in post-Industrial Revolution thinking and 1950s paradigms, emphasize technical leadership—following past successes. This approach worked yesterday, but the future demands something different: adaptive leadership.

If our new operating system were a spaceship, it would be the SS Enterprise—boldly going where no one has gone before. Gene Roddenberry, Star Trek’s creator, imagined the future unshackled by the limitations of his time, foreseeing smartphones, virtual events, and 3D printing decades ahead. His vision wasn’t bound by “what’s possible” but by “what’s useful.”

Star Trek also highlights two leadership styles: Captain Kirk’s adaptive approach and Mr. Spock’s logical, technical mindset. Both have value, but only one—Kirk’s—is fully suited to the demands of our new operating system. Logic isn’t always the answer, and the opposite of logic isn’t stupidity.

Ronald Heifetz’s concept of Adaptive Leadership captures this perfectly. President Kennedy’s bold 1961 goal to land a man on the moon is a prime example. Kennedy set a target without knowing the path, inspired unity, and cultivated a culture at NASA that embraced failure as part of progress. Contrast this with technical leadership, which relies on best practices and proven paths—useful, but insufficient for tackling unprecedented challenges.

In a world of uncertainty, creativity and innovation offer a way forward. Logic may feel like it keeps you safe, but it’s creativity that drives breakthroughs.

The Good Old Days

Why is the VUCA world so seemingly daunting? Much of our received wisdom comes from a time where things were far more predictable. From 1955 to 1990, was a time of relative stability and guaranteed economic growth in the West. Political leaders, regardless of ideology, embodied conviction, integrity, and morals. It was a period of consensus, rapid middle-class growth, and rising living standards. Europe seemed united, driven by ideals of freedom and democracy.

However, the 1990s ushered in a new reality, defined by what the US military termed “VUCA”—volatility, uncertainty, complexity, and ambiguity. Today, we see this in everything from political instability to economic disruption. The past’s predictable models no longer apply. Yet, much of Europe’s business thinking (and behaviour) remains stuck in that bygone era, unable to adapt to the demands of 2025 and beyond.

Europe: The Sloth of Innovation

While post-war Europe grew, since 2000, we have fallen behind the US and China in innovation. The US tech sector contributes over $7 trillion annually to its economy, China nearly $2 trillion, while Europe lags behind at $700 billion. Name a globally recognized European tech brand besides Spotify—it’s hard to do.

Europe, once the birthplace of the Renaissance and Industrial Revolution, has become risk-averse and innovation-starved. Our culture prioritises academia over entrepreneurial creativity. We’ve forgotten that innovation requires both creativity and risk—as economist Joseph Schumpeter argued, they’re inseparable. Yet failure, an inherent part of innovation, is overly stigmatised in Europe. We’ve become trapped by the past and a “group-think” mindset that is averse to bold ideas.

What Is Innovation?

Innovation is more than a buzzword. It’s the product of creativity and risk. It is new value. Thomas Edison famously failed 10,000 times before succeeding. Innovation is tough, but those who persevere achieve transformative results, earning rock star status in the process.

However, Europe’s experts, trained to follow rules and avoid mistakes, struggle with this concept. Being ‘correct’ has become more valued than being creative. To move forward, we must unlearn restrictive thinking and applaud originality. Education systems need to prioritize problem-solving and creativity over the ability to memorise boring facts. We have the internet in our pockets FFS!

Freaks, Misfits & Divergent Thinkers

True innovation comes from people. And often from those who think differently. These “freaks, misfits, and divergent thinkers” challenge norms, propose bold ideas, and see opportunities others overlook. Yet, organizations often overlook or stifle them in favor of conformity and compliance.

Leadership must embrace diversity of thought and create safe environments where unconventional ideas can thrive. Lockheed’s Skunk Works and Xerox PARC are examples of how isolating innovation from the main business can yield groundbreaking results. Counterintuitive innovation—like Red Bull’s success with an expensive, weird-tasting drink in a small can—proves that the boldest ideas often defy logic.

Fortune Favours the Bold

In the US, a culture of risk-taking drives innovation. Europe, by contrast, clings to comfort and tradition. Yet history shows that staying safe leads to stagnation. Businesses must embrace discomfort, adapt to change, and prioritize storytelling to connect with modern buyers.

Storytelling is a powerful tool for persuasion, engaging both the emotional and rational parts of the brain. As Carmine Gallo’s The Storyteller’s Secret highlights, emotional narratives are far more impactful than technical presentations. A compelling story builds trust, empathy, and engagement, making it essential for driving innovation and growth.

A New Operating System

The future of print, like any industry, depends on adaptability and innovation. The democratisation of design and entrepeneurialism, empowers individuals and disrupts traditional models. The pace of innovation will accelerate, and those who embrace change will thrive. Technology offers access to creativity, expression and innovation like never before. The walls are down, and the only barriers are those that exist in our minds, and our actions. 

Our new operating system must balance respect for the past with a bold vision for the future. It must embrace risk, adaptability, and creativity. It’s a human choice—and the question is: Are we ready?

Interested in exploring further? Join us in Valencia, April 1, for the FuturePrint Leaders Summit