Why am I passionate about this?

I am passionate about looking for new ways to see our future. As a futurist and trend researcher for over 30 years, I am drawn to books, ideas, and people that lead us away from narrow black-and-white thinking. With the help of these mavericks, outliers, and new systemic thinking, we can shift from a naive, optimistic, or miserable pessimistic mindset to what I call a “possibilistic” outlook on society and business. We all need purpose, and mine is to show that more things are possible than we think; sometimes, we just need to look in unusual places and into unusual minds and books to find new solutions for a better future.


I wrote

The Kindness Economy: A new currency for the future of business, work and life

By Oona Horx Strathern ,

Book cover of The Kindness Economy: A new currency for the future of business, work and life

What is my book about?

The Kindness Economy is a powerful new force for change in business that will benefit not just society but the…

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The books I picked & why

Book cover of Let My People Go Surfing: The Education of a Reluctant Businessman - Including 10 More Years of Business as Usual

Oona Horx Strathern Why I love this book

Yvon is a very cool surfing maverick, someone who dared to do business differently back in the 1970s.

His legacy and success as a multi billion dollar company inspires us to think again about the whole principle of kindness in relation to the economy–most importantly to show how you don’t have to be a nasty bully of a boss to make money and also do something good for the planet.

By Yvon Chouinard ,

Why should I read it?

2 authors picked Let My People Go Surfing as one of their favorite books, and they share why you should read it.

What is this book about?

"Wonderful . . . a moving autobiography, the story of a unique business, and a detailed blueprint for hope." —Jared Diamond, Pulitzer Prize-winning author of Guns, Germs, and Steel

In this 10th anniversary edition, Yvon Chouinard—legendary climber, businessman, environmentalist, and founder of Patagonia, Inc.—shares the persistence and courage that have gone into being head of one of the most respected and environmentally responsible companies on earth.

From his youth as the son of a French Canadian handyman to the thrilling, ambitious climbing expeditions that inspired his innovative designs for the sport's equipment, Let My People Go Surfing is the story…


Book cover of Rebuild: How to thrive in the new Kindness Economy

Oona Horx Strathern Why I love this book

This book was a revelation. It gives positive examples of why we can be optimistic about the future while not shying away from uncomfortable truths about business and consumerism.

Her enthusiasm for a kinder economy and her personal stories and journey are inspiring and provide great lessons about change in society and business.

By Mary Portas ,

Why should I read it?

1 author picked Rebuild as one of their favorite books, and they share why you should read it.

What is this book about?

As seen on THE ONE SHOW, and heard on WOMAN'S HOUR and THE ZOE BALL BREAKFAST SHOW on Radio 2

'Challenges all the things we thought we knew about business.' Sam Baker
__________

How we live, buy and sell is changing, and it's changing for good. Rebuild is a vital guide to how we reset post-pandemic and build back better.

Retail and brand expert Mary Portas argues that over the past thirty years the business of what we buy has been dominated by the biggest, fastest and cheapest. But those values no longer resonate. We've come to realize that more…


Book cover of Being Your Cat: What's Really Going On in Your Feline's Mind

Being Your Cat by Celia Haddon,

Being Your Cat takes you inside the mind and body of your feline. See what your cat sees. Feel how your cat runs or leaps high to get into the armchair. Discover how your cat feels and thinks.

What is it like to be rescued and put in a cat…

Book cover of From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want

Oona Horx Strathern Why I love this book

I loved this book because it takes us beyond the “me me me” way of thinking about society to a more “we and me” based approach.

Community and consideration are often underrated and misunderstood in our society. It takes us back to looking at systems of accounting that count what matters.

By Rob Hopkins ,

Why should I read it?

2 authors picked From What Is to What If as one of their favorite books, and they share why you should read it.

What is this book about?

Big ideas that just might save the world. the Guardian

A serious book on an important subject. Without imagination, where are we? Sir Quentin Blake

What if we took play seriously? What if we considered imagination vital to our health? What if we followed nature's lead? What if school nurtured young imaginations?

What if things turned out okay?

Rob Hopkins asks the most important question that society has somehow forgotten - What If? Hopkins explores what we must do to revive and replenish our collective imagination. If we can rekindle that precious creative spark, whole societies…


Book cover of Urban Acupuncture

Oona Horx Strathern Why I love this book

I don’t believe that acupuncture has ever helped me medically, but I really believe the whole concept of urban acupuncture that Jamie Lerner pioneered has helped cities and communities worldwide.

He tells great and sometimes cheeky stories about bold new urban design and how to improve life quality in cities with these “pinpricks of change.”

By Jaime Lerner ,

Why should I read it?

1 author picked Urban Acupuncture as one of their favorite books, and they share why you should read it.

What is this book about?

A visionary of sustainable urbanism reflects on the innovative projects that uplift cities in this meditative journey through vibrant communities around the world. During his three terms as mayor of Curitiba, Brazil in the 1970s and '80s, architect and urbanist Jaime Lerner transformed his city into a global model of the sustainable and liveable community. Through his pioneering work, Lerner has learned that changes to a community don't need to be large-scale and expensive to have a transformative impact, in fact, one street, park, or a single person can have an outsized effect on life in the surrounding city. In…


Book cover of Somewhere Else

Somewhere Else by Merri Melde,

Merri Melde has spent over two cumulative years of her life traveling, answering to an inexplicable need to see the world, to experience different adventures, cultures, people and places.

Taken from her travel journals, Somewhere Else features some of her backpack travels in Nepal, where she trekked the Annapurna Circuit;…

Book cover of Cradle to Cradle: Remaking the Way We Make Things

Oona Horx Strathern Why I love this book

I loved this book because it goes beyond our typical ideas about how to “rescue the planet.” If there was ever a simple way forward and argument to be optimistic about the future of the products, consumerism, and building, then this is where I found it.

Written with enthusiasm and passion (not to mention humour) this is groundbreaking ecological thinking all wrapped up in a new systemic way of designing for the future.

By William McDonough , Michael Braungart ,

Why should I read it?

5 authors picked Cradle to Cradle as one of their favorite books, and they share why you should read it.

What is this book about?

How can we avoid environmental disaster? Nowadays, in the home, most of us do our bit: we recycle. But what about industry, where the real damage is done? The strategy is the same: 'reduce, resize, reuse' - we try to minimize the damage. But there is a limitation to this well-intentioned approach: it maintains the one-way, 'cradle to grave' manufacturing model of the Industrial Revolution, the very model that creates immense amounts of waste and pollution in the first place.What we need is a major rethink, a new approach which directly combats the problem rather than slowly perpetuating it. An…


Explore my book 😀

The Kindness Economy: A new currency for the future of business, work and life

By Oona Horx Strathern ,

Book cover of The Kindness Economy: A new currency for the future of business, work and life

What is my book about?

The Kindness Economy is a powerful new force for change in business that will benefit not just society but the planet. The decade-old profit-first driven business strategy of not "giving a f*ck" about people or the planet is no longer tenable for the multitude of challenges we face both environmentally and socially.

Today, we need to switch around our priorities–first, people, then the planet, and then profit. In that order. From just chasing value (profit) to adding value (kindness), this book looks at successful examples and strategies to build a better society, better cities, and a better future for us all. In terms of trend logic, it is the countertrend we have been waiting for.

Book cover of Let My People Go Surfing: The Education of a Reluctant Businessman - Including 10 More Years of Business as Usual
Book cover of Rebuild: How to thrive in the new Kindness Economy
Book cover of From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want

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No Color is My Kind tells the stories of the desegregation of Houston, TX, in 1960, the life of civil rights leader Eldrewey Stearns, and the author's relationship to Stearns.

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