"There can be no greater advantage than certainty of the future. Not in nature. Not in business. Not in governance."
So begins Rebecca Costa’s much awaited exploration of foresight: “the crowning achievement of human ambition.” According to Costa, advances in Big Data, predictive analytics, genomics, artificial intelligence, and other breakthroughs have made it possible to pinpoint future results with mind-blowing accuracy—cracking the door to what Costa calls predaptation: the ability to adapt before the fact. Never before has the information needed to avert danger, get the jump ahead of others, or prepare for the inevitable been so clearly within grasp.
Through fascinating real-life examples, Costa reveals how technology has brought nations, businesses, and individuals to the edge of clairvoyance. Yet, our ability to act on foreknowledge often falls short—causing leaders to squander the advantage of preemption. To counteract this failure, Costa illuminates 12 principles of adaptation, and predaptation, used to succeed in fast-moving environments.
In the spirit of the best in popular science, On the Verge is a landmark examination of big-picture forces affecting society today. Costa’s unique sociobiological perspective, combined with her ability to blend humor, breaking science, and insightful personal stories, distinguishes her as one of the most important female thought leaders of our time.
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Rebecca D. Costa is an American sociobiologist, author, and host of the syndicated radio program The Costa Report. She is a leading expert on "fast adaptation" in complex environments, and a recipient of the prestigious Edward O. Wilson Biodiversity Technology Award.
Costa was the founder and CEO of one of the largest technology marketing firms in California, where she developed an extensive track record of introducing disruptive technologies. Her clients included industry innovators such as Hewlett-Packard, Apple Computer, Oracle, Siebel Systems, 3M, and General Electric Company.
Retiring at the zenith of her career in Silicon Valley, Costa spent six years researching and writing the international bestseller The Watchman’s Rattle: A Radical New Theory of Collapse. The success of the book led to a weekly news program called The Costa Report, presently syndicated by the Genesis Communications Network and VoiceAmerica. Her work has been featured in the New York Times, Washington Post, USA Today, The Guardian, and other leading publications. Owing to the growing need to respond more nimbly and rapidly to change, Costa is a popular international speaker. She is currently represented by the American Program Bureau.
A global thinker in the mold of Alvin Toffler, Jared Diamond, and Thomas Friedman, Costa attributes her ability to see the "big picture" to her cross-cultural education and upbringing. Raised in Tokyo, Japan, during the Vietnam conflict, Costa is an alumnus of the University of California at Santa Barbara and currently lives in Astoria, Oregon. For more information, visit www.rebeccacosta.com.
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