BANI – The New Language of Change 

What is it about?

The BANI model (Brittle, Anxious, Nonlinear, Incomprehensible) was developed by Jamais Cascio to describe the nature of change in today's world. It replaces the older VUCA model (Volatile, Uncertain, Complex, Ambiguous), which looked at uncertainty from a more systemic and distant perspective.
BANI brings change closer — making it part of everyday life, experience, and action. It helps explain why traditional thinking no longer suffices — neither as a customer nor as a provider.

BANI – Content and Examples 

Why is BANI Important for Customer Understanding? 

BANI helps us see that the world isn't just complex — it's also emotional, unpredictable, and structurally fragile. This affects how customers behave, what they experience, and how they engage.

Old customer insights aren't enough if their world is no longer VUCA — it's BANI.