FI / Thinking
Notes, essays and perspectives on business, technology, society and the future.
Research tells us what is happening.
Thinking begins when we ask what it means.
IdeasPerspectiveFuture Intelligence
Thinking / 001
Some ideas begin as research.
Others begin as a question, a conversation, an observation or something that simply doesn’t fit with the accepted explanation.
The Journal is where I explore those ideas.
THINKING IN PUBLIC.
Without pretending to have all the answers.
Featured
ARTICLEFuture Intelligence09 Mar 2026LinkedIn
Why business coolhunting is moving beyond trends and becoming a discipline for detecting signals, understanding change and anticipating strategic opportunities before competitors do.
Published on LinkedIn
Thinking / Territories
Future Intelligence
How do leaders separate signal from noise?
Leadership
How does decision-making change in an age of intelligence?
Entrepreneurship
What companies have not been built yet?
Investment
Where does structural transformation create opportunity?
Longevity
What happens when longer lives reshape economies and organisations?
Technology
What changes after technology becomes ordinary?
Society
Which behavioural shifts will matter before businesses notice?
Business
What assumptions are most vulnerable to change?
FI / Brief
A concise briefing on the changes that could matter next.
Not more news. A short selection of signals, implications and questions worth paying attention to.
Research is evidence. The Journal is current thinking. Books are published work. The Brief is recurring intelligence.
Signal
What is changing?
Why it matters
Why should leaders pay attention?
Implication
What could it change?
Question
What should we be asking?
Action
What deserves exploration?
Writing / 001
Writing has been part of my work for years.
Books, articles and essays have given me a different way to explore ideas, structure knowledge and turn research into arguments that can travel beyond a project or a conversation.
Publishing forces ideas to become clearer — and exposes them to other people’s judgement.
Books
More than 10 books published across coolhunting, innovation, Design Thinking, education and business transformation.
Lead the present. Create the future.
Manuel Serrano Ortega · Pilar Blázquez Ceballos
ESIC Editorial · 2015
Manuel Serrano Ortega
Autor-editor · 2011
Manuel Serrano Ortega
Evidence / Perspective
THINKING
ASKS WHAT IT MEANS.
Evidence and perspective belong together.
Research without interpretation is information. Opinion without evidence is noise.
EvidenceInterpretationPoint of View
Explore researchJournal
Articles, interviews and commentary published across media and professional platforms. Each piece opens at its original source.
01
ARTICLE
Future Intelligence
Why business coolhunting is moving beyond trends and becoming a discipline for detecting signals, understanding change and anticipating strategic opportunities before competitors do.
09 Mar 2026 · LinkedIn
02
ARTICLE
Strategy
A perspective on why innovation requires more than reacting quickly — and how organisations can use systematic observation and anticipation to lead change instead of following it.
17 Dec 2025 · LinkedIn
03
INTERVIEW
Artificial Intelligence
A conversation on Creative Artificial Intelligence
A conversation about Creative AI, the evolution of generative technologies and how artificial intelligence could reshape creativity, knowledge work and human-machine collaboration.
Read interview02 Apr 2024 · ICEMD / ESIC
04
ARTICLE
Strategy
An opinion piece on coolhunting as competitive intelligence: reading weak signals, turning them into a map of opportunities and threats, and leading change instead of being forced into it.
Read article02 Feb 2024 · elEconomista
FI / Thinking
What are we not seeing yet?