You Control Nothing But Influence Everything
September 25, 2025
In this episode of In other words, host Jason Hemingway CMO at Phrase speaks with Political Scientist and best selling author Dr. Brian Klaas, and Phrase CEO Georg Ell, about how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. Drawing on stories from his book Fluke, Brian shares how seemingly small decisions alter history, why leaders should prioritize resilience over control, and how businesses can foster cultures of experimentation to thrive amid uncertainty.
In this episode of In other words, host Jason Hemingway CMO at Phrase is joined by Political Scientist and author Dr. Brian Klaas, along with Phrase CEO Georg Ell. Together, they explore how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment.
Drawing on his bestselling book Fluke, Brian shares compelling stories of how chance events and seemingly minor details can reshape societies, economies, and individual lives. From a 1926 holiday that inadvertently spared Kyoto from the atomic bomb to the butterfly effect in weather forecasting, he illustrates why we live in unpredictable systems and what this means for leadership, decision-making, and the future of AI.
What You’ll Learn:
- Why small changes can have massive impacts in complex systems, and how to navigate this reality
- How to balance pattern detection with the dangers of over-optimization in decision-making
- Why resilience is becoming more important than optimization in rapidly changing environments
- How forced experimentation can lead to unexpected innovations and better outcomes
- Why AI won't solve the fundamental challenges of chaos and unpredictability in complex systems
Dr. Brian Klass is a Political Scientist and Professor of Global Politics at University College London, and a renowned expert on democracy, authoritarianism, and the nature of power. His latest book, "Fluke," explores how unpredictable forces shape our world and how we can navigate uncertainty with intention and influence. With a background in studying political violence and complex systems, Brian brings unique insights into how small changes can create massive outcomes in both political and business contexts. His research on chaos theory, pattern detection, and resilience offers valuable perspectives for business leaders grappling with uncertainty and rapid change.
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Highlights and YouTube Chapters:
- 00:00 Introduction
- 02:15 The Fluke That Changed Everything
- 06:06 The Kyoto Story
- 09:40 The Weather Prediction That Birthed Chaos Theory
- 14:49] Control Nothing, Influence Everything
- 20:01 Our Brain’s Love of Patterns
- 25:12 The Challenger Explosion
- 30:06 AI, Open Systems, and the Illusion of Predictability
- 37:56 Resilience vs. Optimization
- 43:28 Forced Experimentation and Business Evolution
- 47:17 Optimize Less, Adapt More
Episode Resources:
- Brian Klaas, Political Scientist
- Fluke Book
- Corruptible Book
- Georg Ell, CEO at Phrase
- Jason Hemingway, CMO at Phrase
- Phrase Website