RethinkX focuses on understanding the dynamics and the systemic nature of disruption across key market sectors.

RethinkX Co-founders are Tony Seba and James Arbib. Tony’s work focuses on the convergence of technologies, business models, and product innovations that disrupt the world’s major industries whereas James is dedicated to exploring the impacts of disruptive technology, and its potential for solving some of the world’s most challenging problems.

RethinkX has three main research areas:

• Food and agriculture – Rethinking food and agriculture shows how modern food disruption, made possible by rapid advances in precision biology and a new model of production that RethinkX calls ‘Food-as-Software’, will have profound implications not just for the industrial agriculture industry, but for the wider economy, society, and the environment. RethinkX’s research aims to start a conversation and focus decision makers’ attention on the scale, speed, and impact of the modern food disruption.
• Transport – RethinkX’s research re-evaluates the transport sector. Highlighting that transport-as-a-service (TaaS) disruption will have enormous implications across transportation and oil industries, causing oil demand and prices to decrease rapidly, and destroying trillions of dollars in investor value — but also creating trillions of dollars in new business opportunities, consumer surplus and gross domestic product growth. RethinkX’s research aims to provide evidence based systems analysis that will help decision makers focus their attention on scale, speed and impact of the impending disruption in the transportation and oil sectors.
• Frameworks – RethinkX’s Seba technology disruption framework predicts the scope, speed and scale of technology-driven disruption and its implications across key market sectors by capturing the interactions between technology, business models and market forces. This framework is the result of more than a dozen years of research and teaching on technology disruptions, business model innovation, finance and strategic marketing of high-tech products and innovations at Stanford continuing studies, and has been used to understand and anticipate disruptions in several industries.

To facilitate a robust global conversation about the threats and opportunities of technology-driven disruptions, and highlight choices that could lead to a more equitable, healthy, resilient and stable society.

RethinkX is funded by its founders James Arbib and Tony Seba and with grants from Tellus Mater, an independent philanthropic foundation founded by James Arbib. Other sources of funding include paid speaking events and book royalties for Rethinking Transportation 2020-2030, Rethinking Food and Agriculture 2020-2030 and Rethinking Humanity that are available for purchase in paperback on Amazon.com.

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