Why Businesses Must Make Curiosity a Core Strategy

In his latest book, The Net Curiosity Score, Rik Vera explores why curiosity is the most powerful business driver in today’s unpredictable world. He argues that companies must stop optimizing for stability and start exploring for the future, because in times of uncertainty, curiosity is a survival skill.

‍

We are in a twilight zone—the old world is disappearing, but the new normal hasn’t fully arrived yet. Many businesses are still in waiting mode, fine-tuning their existing models, hoping that the world will soon stabilize.

‍

But what if stability never comes? What if the new normal isn’t something you discover, but something you create? The companies that thrive in uncertainty aren’t the ones playing it safe, they are the ones actively exploring what’s next.

‍

‍
Many organizations still see curiosity as a soft skill—something for creative teams or R&D departments. But The Net Curiosity Score makes one thing clear: Curiosity is a direct driver of business success.
‍
How so ?

✅ Faster innovation – Curious companies spot trends before competitors and experiment early.

✅ Stronger customer relationships – They ask better questions and anticipate needs before customers voice them.

✅ Increased efficiency – They don’t just optimize what exists—they explore better ways to work.

✅ Competitive advantage – They spot shifts before they become threats, allowing them to lead rather than react.

‍‍
‍The beach chair model: The illusion of security

The biggest risk today isn’t taking a chance—it’s doing nothing. One of the biggest traps companies fall into is what Rik Vera calls the Beach Chair Business Model. If your organization is too focused on efficiency and stability, it may already be falling behind. The companies that win are those that explore before the future is obvious

‍

In Rimini, Italy, beach chair businesses compete fiercely. They:

• Claim prime spots early.

• Optimize logistics and pricing.

• Improve efficiency to stay ahead.

‍

But when a giant wave comes in, all of that optimization becomes useless.

‍

This is exactly what happens in business:

• Companies refine what they already do, instead of exploring what’s next.

• They focus on competitors instead of industry shifts.

• When disruption happens, they scramble to respond—too late.

‍

Companies that succeed are the ones that watch the waves, not just move their chairs.

‍

How curious companies escape the beach chair trap

To avoid being caught off guard by disruption, companies need to shift their mindset from purely optimization to exploration.

‍

• Encourage exploration – Give your team the freedom to test ideas.

• Ask better questions – Curiosity starts with challenging assumptions.

• Shift from reactive to proactive – Don’t wait for change to force your hand.

‍

One of the best ways to stay ahead is to build curiosity into your company culture.

‍

Rik Vera outlines three essential types of curiosity:

• Exploratory Curiosity – The ability to scan the horizon and look for signals of change.

• Specific Curiosity – The deep dive into key trends that will shape the future.

• Empathic Curiosity – The capacity to truly understand and anticipate customer needs.

‍

The companies that thrive don’t just adapt to the future—they actively shape it.

‍

‍How nexxworks helps companies stay curious and future-focused

At nexxworks, we create experiences that help companies think, act, and prepare for what’s next.

‍

✅ We take leadership teams into the most innovative business environments.

✅ We challenge companies to step out of daily operations and into future-focused thinking.

✅ We help organizations shift from reactive problem-solving to proactive opportunity-building.

‍

Let’s design a custom tour where you’ll connect directly with the experts driving change.

‍