The Future is Invisible introduces the new concept of Generational Products - products that evolve and endure for a multi-generational lifespan.

Creating new products is risky, expensive and often leads to failure. Companies struggle to create new products, waste trillions of dollars making products that simply don’t last in market and lose to competitors.

We are asked often how entrepreneurs, product owners, corporates and investors can develop foresight to see what comes next so they can make products that will endure. We wrote this book to share our learnings how modern products evolve generationally, enable others to develop foresight and empower product creators to build Generational Products that last.

The book establishes a new framework for product creators and companies of all sizes to build Generational Products that last. There are seven distinct phases that modern products go through on their path to eventually becoming invisible. The framework explores the seven generations: Reactive, Proactive, Instructive, Predictive, Prescriptive, Reductive, and Invisible.

The result is a new way of thinking about creating new products, identifying generational whitespace and a practical framework that shows exactly how to build Generational Products.