Scott Wilkinson

Scott Wilkinson

Key Takeaways:

One of the things we may see is our reliance on the city changing. We don’t need to be packed into together for a network effect, we’re all networked wherever we are. We’ll likely see a trend away from travel and cities and toward distribution and resources being distributed more evenly and more fairly.

Individuals and organisations are very similar. We may say we want to come out of lockdown as experts in one thing or having started a new hobby. But we really just want to want the experience of it. Businesses say they want to apply green practices and purpose-driven actions, but they just want to want that. The organisations that will do well are the ones that truly have purpose at their heart, not just the desire of it.

Supernormal is a term from economics that means over and above the ordinary. That only happens when there is purpose. That’s the difficult part – figuring out what it is and then getting everyone on the same page.

Marketers can’t make claims without proof. There are laws governing our messaging, even for how we sell soap. So our politicians shouldn’t be allowed to get up on a public platform and make claims without them being based on research. And if they say something we can prove is untrue, we need a mechanism in place that will penalise them for that.

The Gift:

The Model Thinker by Scott E. Page – What the book does is go through really simple and in really understandable terms different mathematical rules. It’s a toolkit to help you describe reality. When you see trends or things going on, it gives you 20-25 useful models and patterns and makes them understandable.



Scott Wilkinson is an entrepreneur, consultant and thinker fascinated by society, technology and the patterns that emerge from them to shape the future.

He started his career as a journalist, scooping scandals on tabloids, before switching to the more noble pursuit of investigating scammers and criminals.

Then – having learned to code a ZX81 aged 10 – Scott spotted the internet opportunity in 1996. He helped set up This is Money and founded his own agency, Design UK.

The strategy to focus on big consumer brands including Diesel, Speedo, Virgin, Selfridges, Hackett, Jaeger and Hobbs proved a wise choice.

However, after founding a couple of creative agencies, Scott became frustrated with clients not seeing the important patterns that would shape their futures. So he became a client himself to prove a point.

The result was a five glorious years and a competition with the chance to pitch to Richard Branson and win a share of £1million in prizes, whilst at the business division of Virgin Media.
With nothing left to prove on that front, Scott left to write a book and is now consulting with smaller, socially purposeful businesses to help them achieve his latest obsession – supernormal performance – while growing his own fitness startup

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