Bud Caddell

(Los Angeles) Partner & Digital Strategist, Undercurrent

Big Idea:
How complex systems will save us
A global recession sparked by a speculative bubble in a single domestic market, a regional uprising sparked by one man’s self immolation, a devastating storm sparked by individual fossil fuel consumption – in the aftermath of each event, millions of people found themselves at the mercy of conditions outside of their control. The script for the 21st century continues to repeat itself: connectedness begets complexity, complexity begets uncertainty, and uncertainty begets chaos. How do organizations prepare for events they can’t foresee? The answer lies in the science of complex systems, the most ambitious organizations of our time, and our own courage to embrace uncertainty.

Bud Caddell heads up Undercurrent’s Los Angeles-based office and is a strategic consultant, speaker, and author. In 2012, Business Insider named Bud the most creative person under 30. Adweek listed him in their top 50 industry professionals of 2012, and The Guardian placed him in their 10 digital strategists to watch in 2013. He’s been cited by NYMag and the Harvard Business Review, and his work has been featured in The New York Times, The Wall Street Journal, Forbes, and AdAge.