Scott Galloway opens by arguing that major crisis events, including the significant global pandemic examined throughout this book, tend to accelerate rather than entirely create new underlying structural business and social trends already in motion beforehand.

Why this acceleration framing matters for understanding crisis impact:

• Many observers assumed the pandemic created entirely novel unprecedented business and social patterns, while Galloway argues it primarily accelerated existing structural trends already developing beforehand
• This framing provides more analytically useful understanding of crisis impact than assuming purely novel, unprecedented pattern creation
• This opening establishes the book's foundational analytical framework, motivating its subsequent detailed examination of specific accelerated trends

This opening establishes the book's foundational thesis regarding major crises accelerating rather than entirely creating new underlying structural trends, providing analytical framework for the book's subsequent examination.