In this episode of the SuperCreativity Podcast, James Taylor speaks with Jonathan Brill, futurist in residence at Amazon, inventor, strategist, and one of the world's top-ranked futurists according to Forbes. Jonathan is the co-author of AI and the Octopus Organization, a provocative new book arguing that most AI initiatives fail because they are deployed into broken organisational systems.

Rather than fixing dysfunction, AI often amplifies it. Jonathan explains why traditional, top-down organisations struggle in a world of accelerating change, and why the future belongs to adaptive, decentralised, biologically inspired organisations modelled on the octopus. Drawing on examples from Amazon, HP, the US Navy, and high-growth AI startups, he shows how distributed intelligence, fast feedback loops, and cultural redesign are essential for building truly super-intelligent firms.

This conversation is essential listening for leaders, executives, and innovators who want to move beyond AI pilots and build organisations that can sense, learn, and adapt at speed.

• AI is an X-ray for culture: it exposes dysfunction more than it fixes it.

• Most organisations are built for a 19th-century world of command and control, not today's ambiguity.

• The octopus is a model for modern organisations: distributed intelligence, local autonomy, and bottom-up coordination.

• Operational innovation beats strategic prediction: change how you work, not who you are.

• Junior employees with AI are radically more capable and need greater agency, not tighter control.

• The next decade will favour diamond-shaped organisations, with a strong middle layer focused on sense-making and coordination.

"Most companies are deploying AI into dysfunctional systems. All AI does is make those dysfunctions faster."

"The octopus doesn't change its DNA. It changes its operating system. That's the lesson for organisations."

"AI reveals your culture more than it changes it. If you don't redesign the organisation, the pilots will fail."

"We now have an army of Einsteins inside organisations, and we're still treating them like they need to be told what to do."

"The future of leadership is not control. It's coordination."

• 00:00 – Introduction to Jonathan Brill and AI and the Octopus Organization

• 01:20 – Why the octopus is the right metaphor for AI-era organisations

• 03:30 – Distributed intelligence vs command-and-control leadership

• 05:40 – Biomimicry, ecosystems, and learning from nature

• 07:55 – How AI collapses coordination and transaction costs

• 09:16 – Jonathan's personal story and early influences on systems thinking

• 11:25 – Efficiency vs reinvention in AI adoption

• 12:23 – Why organisations must change their "RNA," not their DNA

• 14:40 – HP vs Xerox during COVID: a case study in operational resilience

• 17:04 – AI as an X-ray for organisational culture

• 18:26 – Why 95% of AI pilots fail

• 20:25 – Lovable, the US Navy, and radically different organisational models

• 22:31 – Will AI flatten or expand middle management?

• 25:44 – Human development, leadership maturity, and decision-making

• 27:55 – Fast feedback loops over grand strategies

• 28:23 – One bold experiment leaders should run in the next 90 days

• 29:57 – Book recommendation: Scale by Geoffrey West

• 30:44 – Where to find Jonathan Brill and his work

• 31:03 – Closing reflections

• Book: AI and the Octopus Organization by Jonathan Brill & Steven Wunke

• Website: https://www.jonathanbrill.com

• Recommended Read: Scale by Geoffrey West