{"id":12578,"date":"2025-09-26T09:00:00","date_gmt":"2025-09-26T08:00:00","guid":{"rendered":"https:\/\/mspglobal.com\/blog\/?p=12578"},"modified":"2025-09-25T16:22:54","modified_gmt":"2025-09-25T15:22:54","slug":"google-zero-unthinkables-dirk-songuer","status":"publish","type":"post","link":"https:\/\/mspglobal.com\/blog\/google-zero-unthinkables-dirk-songuer\/","title":{"rendered":"Google Zero and other &#8220;Unthinkables&#8221; with Dirk Songuer"},"content":{"rendered":"\n<p>When it comes to strategic foresight and futures research, <a href=\"https:\/\/www.linkedin.com\/in\/dirksonguer\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Dirk Songuer<\/a> has established himself as one of the most incisive thinkers in the field. Currently Business Portfolio Manager at <a href=\"https:\/\/www.telekom.com\/en\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Deutsche Telekom<\/a>, Dirk previously worked in Global Strategic Innovation for <a href=\"https:\/\/www.microsoft.com\/en-gb\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Microsoft<\/a>.<\/p>\n\n\n\n<p>At <a href=\"https:\/\/www.mspglobal.com\/\">MSP GLOBAL<\/a>, Dirk will bring his expertise to the stage to explore \u201cunthinkable\u201d scenarios\u2014those events and shifts that once seemed too improbable to plan for, but which now shape our business realities. We sat down with him <a href=\"https:\/\/www.mspglobal.com\/agenda\/\">ahead of his talk<\/a> to explore what this means for MSPs, IT professionals, and the organizations they serve.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Google Zero and other \u201cUnthinkables\u201d \u2013 with Dirk Songuer\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/NRXdoxTl_q4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">Dirk, you are going to talk about \u201cunthinkables.\u201d What do you mean by that?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>In futures research, we often classify uncertainties into \u201cknown unknowns\u201d and \u201cunknowables.\u201d But there\u2019s another category I find fascinating: the \u201cunthinkables.\u201d <\/p>\n\n\n\n<p>These are things we usually ignore because they seem too improbable\u2014like an asteroid hitting your headquarters. But within those, there are scenarios that become gradually more probable, and yet we still ignore them. Sometimes that\u2019s due to complacency\u2014\u201cit\u2019s always been like this, so we don\u2019t have to worry\u201d\u2014and sometimes it\u2019s because of cultural or personal biases.<\/p>\n\n\n\n<p>The challenge is that we\u2019re entering an age where many of these \u201cunthinkables\u201d are not so unthinkable anymore. They\u2019re becoming very real scenarios we need to consider.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">Can you give an example of something once unthinkable that is now reshaping business?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>Take the web\u2019s reliance on advertising. For years, it seemed unthinkable that the internet could run on anything else. But that assumption is breaking down. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.theguardian.com\/technology\/2025\/sep\/22\/google-second-monopoly-trial-digital-ads\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google is under monopoly scrutiny<\/a>. Apple has been <a href=\"https:\/\/www.businessinsider.com\/apple-app-store-shakeup-in-europe-triggers-fury-2024-1\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">forced to open the App Store<\/a>. And some theorists\u2014like Neelay Patel with his \u201c<a href=\"https:\/\/www.theverge.com\/24167865\/google-zero-search-crash-housefresh-ai-overviews-traffic-data-audience\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Zero<\/a>\u201d concept\u2014have long warned about a future where publishers can\u2019t rely on Google to send them traffic.<\/p>\n\n\n\n<p>What was once \u201cunthinkable\u201d is now a scenario every service provider and agency should actively consider: what happens when the web\u2019s entire business model changes?<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">How does this apply to MSPs and IT providers?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>If you start thinking in \u201cunthinkable\u201d terms, you start finding opportunities. For MSPs, that might mean exploring privacy and sovereignty as selling points. <\/p>\n\n\n\n<p>Ten years ago, it was unthinkable that European customers would question US-hosted Cloud services. Now, sovereignty and data locality are becoming strategic factors, not just technical ones.<\/p>\n\n\n\n<p>We may even be heading toward a post-hyperscaler world. Instead of everything flowing through a handful of global giants, we might see \u201cmiddle-scalers\u201d\u2014localized, sovereign, specialized providers serving targeted niches. <\/p>\n\n\n\n<p>That opens the door for MSPs to build unique value propositions around culture, compliance, and trust.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">You\u2019ve also mentioned cycles of centralization and decentralization in IT. How does that play out now?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>Technology always moves in cycles. We go to the Cloud, then pull workloads back on-premises. We centralize, then decentralize. <\/p>\n\n\n\n<p>What\u2019s different today is the split: on one side, you have hyper-private workloads that must remain in-house; on the other, hyper-scalable cloud resources that demand decentralization.<\/p>\n\n\n\n<p>This duality creates a fascinating space for MSPs and IT providers. It\u2019s not about choosing one model\u2014it\u2019s about designing services that navigate both extremes and help customers manage complexity.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">Let\u2019s talk about artificial intelligence. Is AI another \u201cunthinkable\u201d?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>AI is less a technology than a narrative. Since the 1950s, it has inspired strong visions, often far beyond what the tools could actually deliver. Today\u2019s LLMs are still automation at their core\u2014but the narrative forces us to ask important questions.<\/p>\n\n\n\n<p>What happens when decisions are automated? What happens if workforces are largely automated? These questions lead to societal discussions\u2014about universal basic income, healthcare, and the distribution of value in society.<\/p>\n\n\n\n<p>So AI has two tracks: one is tactical\u2014what can this tool do for us today? The other is strategic\u2014what unthinkable scenarios does it open up for society and business? Both are relevant, but we shouldn\u2019t confuse them.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">How can businesses get better at dealing with these \u201cunthinkables\u201d?<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>Start by challenging your assumptions. Every company has them\u2014statements embedded in quarterly plans or annual strategies that go unquestioned. \u201cThis cost will always be fixed.\u201d \u201cThis process will always be manual.\u201d \u201cThis market will always work this way.\u201d<\/p>\n\n\n\n<p>But we\u2019re in a moment where many of those assumptions no longer hold. Laying them out on the table, questioning them in good faith, and asking \u201cwhat if this changed?\u201d\u2014that exercise can uncover new opportunities and help you prepare for disruptive scenarios.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top has-base-color has-text-color has-link-color wp-elements-c7cdb1aafcbeb3b79b7e8fdbc729ee25 is-layout-flow wp-block-column-is-layout-flow\" style=\"border-radius:8px;padding-top:0px;padding-bottom:0px;flex-basis:66px\">\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png\" alt=\"MSPGlobal\" class=\"wp-image-12195\" style=\"width:50px\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1.png 512w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/cropped-fav_mspg-1-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading has-medium-font-size wp-container-content-164459c7 cfs-article-inner-heading\" id=\"what-hiring-trends-are-you-seeing\" style=\"margin-top:0px;margin-left:0px;font-style:normal;font-weight:600;line-height:1.3\">So when you take the stage at MSP GLOBAL, what can attendees expect<\/h3>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-780494b0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--large);margin-bottom:var(--wp--preset--spacing--large)\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66px\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg\" alt=\"\" class=\"wp-image-12579\" style=\"width:54px;height:auto\" srcset=\"https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer.jpg 450w, https:\/\/mspglobal.com\/blog\/wp-content\/uploads\/Dirk-Songuer-150x150.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p>I\u2019ll be exploring how to recognize unthinkables in your own business environment, how to incorporate them into scenario planning, and how to turn them into opportunities rather than threats. <\/p>\n\n\n\n<p>It\u2019s about giving people a framework to spot overlooked factors\u2014positive and negative\u2014that could reshape their business. <\/p>\n\n\n\n<p>And it\u2019s about sparking conversations with peers about where the next opportunities might lie.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size cfs-article-heading\" id=\"h-why-msps-should-pay-attention\" style=\"font-style:normal;font-weight:600;line-height:1.3\">Why MSPs Should Pay Attention<\/h2>\n\n\n\n<p>For MSPs and IT professionals, Dirk\u2019s insights couldn\u2019t be more urgent. The assumptions underpinning Cloud, digital platforms, and global services are shifting fast. Business models once thought immovable are under pressure. Customers are demanding sovereignty, privacy, and resilience. New cultural and geopolitical realities are reshaping how services are delivered and consumed.<\/p>\n\n\n\n<p>The \u201cunthinkables\u201d are no longer far-off improbabilities\u2014they\u2019re today\u2019s business realities and tomorrow\u2019s growth opportunities.<\/p>\n\n\n\n<p>At MSP GLOBAL, Dirk Songuer will help attendees think beyond the obvious and prepare for the scenarios that matter most. <\/p>\n\n\n\n<p>If you\u2019re ready to challenge assumptions, uncover hidden opportunities, and future-proof your business, this is a session you won\u2019t want to miss.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to strategic foresight and futures research, Dirk Songuer has established himself as one of the most incisive thinkers in the field. Currently Business Portfolio Manager at Deutsche Telekom, Dirk previously worked in Global Strategic Innovation for Microsoft. At MSP GLOBAL, Dirk will bring his expertise to the stage to explore \u201cunthinkable\u201d scenarios\u2014those [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":12584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"mark_post_sync":false,"footnotes":""},"categories":[1514],"tags":[],"class_list":["post-12578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google Zero and other \u201cUnthinkables\u201d with Dirk Songuer<\/title>\n<meta name=\"description\" content=\"Dirk Songuer on Google Zero and other &#039;unthinkables&#039;. 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