Andrea Kates brings a compelling combination of practical + inspirational. The Get To Next system tackles the tough issue: How can corporations bring innovation all the way across the finish line? She presents a practitioner-focused, research-informed, corporate toolset that combines the best of startup disruption informed by her Silicon Valley tech CEO experience plus rich experience with global corporations.

The people and principles at the core of Get To Next have been fundamental to Embrace’s success. Andrea Kates worked with our early stage company to help us find global traction for an invention that was engineered to save the lives of millions of low birthweight babies. The beginning of innovation is the easy part. But it’s the surprises and struggles of scaling a vision that requires the true grit and guidance. That’s where futureproofing is so critical. We needed to integrate unpredictable market insights into our priorities. We pivoted multiple times. Our team had to recalibrate constantly, moving in different directions than our original game plan had defined.

On paper, successful scaling of innovation seems like a simple matter of staying on course. In reality, as the challenges hit, you need a framework like futureproofing to navigate volatility and uncertainty. Thanks to Andrea and the Get To Next methodology, we were able to gain traction in our core markets amidst this uncertainty and develop a viable business strategy. This eventually led to our company being acquired — and now our mission is on course to save many more lives.

Every company should learn the secrets of navigating risks and applying the futureproofing principle of “perpetual refresh”—continuing to thrive in a dynamic market