"[L]oaded with fascinating details about Huang s unusual leadership style and maniacal work habits." ―Ben Cohen, Wall Street Journal "The definitive look at the most remarkable business story of this era." ―Morgan Housel, New York Times best-selling author of The Psychology of Money and Same As Ever A deeply reported business history of the chip-designer Nvidia―from its founding in 1993 to its recent emergence as one of the most valuable corporations in the world―explaining how the company s culture, overseen by cofounder and CEO Jensen Huang, has powered its incredible success. Nvidia is the darling of the age of artificial intelligence: its chips are powering the generative-AI revolution, and demand is insatiable. For all the current interest and attention, however, Nvidia is not of our time. Founded more than three decades ago in a Denny s in East San Jose, for years it was known primarily in the then-niche world of computer gaming. In fact, the company s leather-jacketed leader, Jensen Huang,

Sharp, in-depth and highly visual, this is the fully revised textbook and teaching aid for students, tutors and in-house learning and development teams keen to know more about the world of trends, forecasting, innovation thinking and strategic foresight. Designed and written as a practical how to guide for design, marketing, brand and innovation studies students, updated chapters include the latest research and industry case studies on superforecasting, three horizon scanning, scenario planning, foresight framework building and the creation and running of your own trend and innovation sprints. Students also have a chance to mix and merge the worlds of forecasting with future studies as we look at how techniques and processes such as the Delphi Method, cross-impact analysis, futures wheels and backcasting are being used by next generation forecasters to expand the ways they map, assess and define the needs and behaviours of tomorrow s consumers.