How do we cope when reality turns out differently from what we planned? How can we learn to accept what comes our way – even when it brings pain or difficulty? And where should we begin when building a culture of innovation within an organisation? These were some of the questions Przemek Gdański, CEO of BNP Paribas Bank Polska, asked Dr. Frederik G. Pferdt, former Chief Innovation Evangelist at Google. His answers offered a remarkable lesson in humility and optimism.
“How not to fear the future?” – this is the question Dr. Frederik G. Pferdt poses in the title of Polish edition of his book. For many years, Frederik led innovation at Google, helping people adapt to an ever-changing world. Now, he shares his insights with a wider audience – including participants of the 9th edition of Masters & Robots. His keynote and later conversation with Przemek Gdański were among the highlights of the conference’s second day.
A conversation between Przemek Gdański and Frederik G. Pferdt at Masters & Robots 2025
In his talk, Frederik reflected on the fact that while we cannot predict the future, we can train our attitude towards it.
“What should we do,” asked Przemek Gdański, “when the future becomes the present – and it looks nothing like what we imagined?”
“As humans, we focus too much on the external world and on what we cannot control,” said Frederik. “We must learn to concentrate on what is within us – our emotions and our experiences – because that is where action begins. Practise self-awareness and being present. Full self-awareness is one of the most powerful experiences you can have.”
But what about the unpredictable – the accidents and unexpected events life throws at us? Przemek asked this, referring to his own skiing accident.
Frederik’s advice was simple: shorten the time you spend feeling angry or frustrated. These emotions, he explained, prevent us from seeing what truly matters – the people around us, our family and friends, and the opportunities that can arise from hardship.
“Put yourself in uncomfortable situations more often,” he said. “Do something unexpected every day. Break your routines and habits. And practise gratitude. Your mindset will shift within 30 days – I guarantee it.”
How to build culture of innovation within the organisation?
The final part of the discussion turned to how Frederik’s personal philosophy translates into organisational culture. Przemek asked how leaders can nurture a spirit of experimentation and encourage employees to think big and bold.
“Small rituals,” Frederik replied. “They are what build an organisation’s culture.”
He shared one of his favourite examples – the so-called Penguin Award.
“In most organisations, recognition goes to those who succeed at the end of a process. At Google, we rewarded not success, but courage – the willingness to take risks, to experiment, to do things differently. Each winner would then pass the award on to the next person. It created a culture where people felt free to act and to keep challenging the status quo.”