Facing death once, and facing it again to overcome a paralysing fear – that’s one way to approach survival. Creative tech consultant AC dives into the notion of survival in this talk, beginning with personal experience before defining our privileged view on the concept today. Our understanding of survival of the fittest in evolutionary theory (along with its paradoxes and misconceptions) is paralleled with the shifting use of the survival metaphor in creative entrepreneurship, from old-school optimisation to much-hyped disruption. Faced with the existential threats posed by a future driven by creative destruction, AC offers an unusual twist on the USP – as something we’d do well discover in humanity, and ourselves.