Keynote speaker and bestselling author Peter Hinssen is a self-described pathological optimist, the kind of leader you want guiding you through what he calls today’s “never normal” world. His books, The Uncertainty Principle and The Day After Tomorrow, challenge leaders to rethink how they navigate a time defined by constant change and accelerating disruption.

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In this episode of Question Everything, we dive into:
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• How to lead in the never-normal climate
• Why CMOs must think beyond tomorrow
• And how failure is becoming a competitive advantage

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Breakthroughs happen the day after tomorrow

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Leaders are stuck in what Peter calls today and tomorrow thinking. Today, you're busy putting out fires, answering piles of emails, and sitting in back-to-back meetings. Tomorrow, you’re swallowed by what he jokingly calls “sarcastic corporate rituals” like budgeting and forecasting, the processes built on the outdated assumption that the future will look anything like the present. 

Your biggest breakthroughs aren’t found in either of these spaces.

The real magic happens in the day after tomorrow.

That’s where true innovation lives. Peter urges leaders to reserve 10% of their week, just 4 to 5 hours, for “day-after-tomorrow” thinking. Time spent learning new things, experimenting with emerging technologies, and exploring bold ideas that can truly move your business forward.

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The cost of doing has plummeted, and the cost of waiting has skyrocketed

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With generative AI, projects that once demanded months of work and entire teams can now be done in days by a single person. That kind of speed and efficiency changes the game. Now, waiting has become much more expensive than executing. The companies that win move faster and produce more. 

For brands, this means you can finally afford to experiment and to fail. In fact, failing repeatedly has become a smart investment, because every quick cycle of trial and error increases your odds of breakthrough success. Take bigger swings. Bet on the boldest ideas coming from your agencies.

For agencies, this is your moment to get clients excited about emerging tech and even to act as a coach. Being proactive builds trust and helps clients understand and embrace new creative technologies, unlocking new opportunities for your team. Show them what’s possible. Guide them toward braver concepts and faster execution. In a world where the cost of doing has collapsed, your value lies in expanding your clients’ imagination and helping them make significant leaps.

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How CMOS should lead in the never normal

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Since the pandemic, it’s felt like the world has been flipped upside down, and many of us are still waiting for things to “go back to normal.” But the reality is: they won’t. The stable, more predictable pre-2020 is gone. Rapid technological acceleration has reshaped every industry, every workflow, every expectation, and that isn’t slowing down. 

We need to stop thinking that we are in a liminal transition period and accept that we’re living in a new, never normal period. 

So what should leaders do? First, help your teams embrace this new reality. Get them energized by the possibilities, build their curiosity, and show them that uncertainty presents new possibilities to get ahead. 

In his book, The Uncertainty Principle, Peter gives us three guiding principles to do this:
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• Anticipate: Train yourself to spot signals and opportunities earlier.
  
• Adapt: Move quickly and execute with agility.
  
• Be resilient: Don’t let failure shake you; move on to the next opportunity.
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In the never normal, these aren’t optional skills. They’re the new foundation for success.

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From scalable execution to scalable learning

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For years, marketing teams were built for scalable execution: repeatable processes, predictable workflows, and campaign calendars that ran like machines. But now: The rate of change is too fast, the variables are too unstable, and the opportunities are too fleeting. 

That model is breaking.

Peter argues that CMOs must rebuild their teams for scalable learning instead. That means creating a culture where constant experimentation isn’t just allowed, it’s expected. Teams should be testing ideas weekly, not annually. Curiosity becomes a KPI. Failure becomes data. The organizations that move the fastest have the real competitive edge.

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But wait! There’s more…

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Catch the full episode with Peter Hinssen on YouTube or wherever you get your podcasts. We also unpack:

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• Why AI isn’t replacing ad agencies anytime soon
• The worst thing to tell your team facing the never normal
• And the F1 quote that’ll inspire you in today’s chaos
  
  

What was your favorite takeaway? Tag us on social. 

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Watch the full episode here, and check out this article unpacking another favorite session from ANA Master’s of Marketing: NFL CMO Tim Ellis.

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ABOUT THE QUESTION EVERYTHING PODCAST

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Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.

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