In this episode of Strategy Unscripted, Andy Wilkins — Futurist, Programme Director at Imperial College Business School, Visiting Lecturer at UCL, and Founder of Future of Health — maps a practical path from product-centric thinking to systemic innovation. Drawing on leadership experience across BT, strategy consulting and health policy, Andy explains how senior leaders can move from value extraction to value exchange and align strategy, operations and partners around what customers are truly trying to achieve.In this conversation, you’ll learn how he:✅ Applies Jobs-to-Be-Done to define value and guide strategy beyond the product✅ Uses the Three Horizons to bridge today’s constraints to a bolder future state✅ Orchestrates cross-silo collaboration using “cells-to-cities” and life-course models (start well, live well, age well, die well)✅ Positions emerging tech (AI, data, platforms) to serve outcomes, not old incentives🎧 Tune in for deeper insights that matter to senior leaders — actionable methods to align complex organisations and ecosystems for measurable results.