What if imagination was the ultimate competitive advantage in business? In this episode of the Strategy Hero Podcast, Simon Crowther is joined by Martin Reeves, Chairman of BCG Henderson Institute and a biology-trained strategist with over 36 years at BCG. Martin draws from his background to frame companies as adaptive systems, discussing strategy evolution, the role of imagination, AI's impact on advantage, and blending analytical rigour with creativity for long-term survival. What You’ll Learn Adaptive Strategies: Treat businesses like biological species to build resilience in dynamic environments. Imagination Boost: Harness creative sparks to innovate and differentiate beyond mere efficiency. AI Navigation: Use AI for productivity while focusing on unique human elements to sustain advantage. We explore Martin's books, Your Strategy Needs a Strategy for contextual approaches and The Imagination Machine for cultivating corporate creativity, plus thought experiments on technology's limits. Practical tips include viewing strategy as an ongoing, imaginative process rather than static plans.