Provoking Change in the Age of AI
Transformation isn’t about predicting the future — it’s about provoking it. Deloitte strategists Steven Goldbach and Geoff Tuff share how leaders can move from theory to action in a world being rewritten by AI and data.
Listen to the episode
Deloitte’s Steven Goldbach and Geoff Tuff argue that successful leaders don’t wait for certainty—they create it. Drawing on insights from their book Provoke, they explain why bold, incremental moves are more powerful than grand forecasts, and how to overcome the human bias that keeps organizations clinging to the familiar. Two years later, their message feels prophetic: in the AI era, the leaders who thrive are those willing to experiment, adapt, and act decisively amid uncertainty.
Key takeaways:
- Don’t predict—provoke: The future belongs to those who take small, strategic actions that shape outcomes.
- Overcome human bias: Fear, comfort, and inertia are bigger barriers than technology.
- Build learning organizations: Reward experimentation and curiosity to stay adaptable.
About the guests
Steven Goldbach, Sustainability Practice Leader, Deloitte
Steven Goldbach recently transitioned from his role as Chief Strategy Officer at Deloitte US, where he led firmwide strategy and innovation initiatives, to focus on client advisory and research on adaptive leadership. Co-author of the best-selling books Provoke and Detonate, he helps executives design strategies that turn uncertainty into advantage and drive bold action in the face of disruption.
Geoff Tuff, Senior Partner, Deloitte
Geoff Tuff is a Senior Partner in Deloitte’s Sustainability, Climate, and Equity practice. He advises global organizations on transformation, innovation, and long-term growth strategy. A co-author of Provoke and Detonate, he focuses on helping leaders convert vision into tangible action through experimentation and human-centered design.
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