The Price of Tomorrow


“Business leaders, entrepreneurs, policy makers, and youth committed to working towards a brighter future should read this book.”

Ajay Agrawal

Professor at the University of Toronto and Founder of the Creative Destruction Lab



We live in an extraordinary time.

Technological advances are happening at a rate faster than our ability to understand them, and in a world that moves faster than we can imagine, we cannot afford to stand still.

We need to build a new framework for our local and global economies, and soon. Otherwise, the same technology that has the power to bring abundance to us and our world will instead destroy it.

In this extraordinary contrarian book, Jeff Booth, a leading mind and CEO in ecommerce and technology, details the technological and economic realities shaping our present and future, and the choices we make as we got forward – a potentially alarming, but deeply hopeful situation.


Jeff Booth

Jeff Booth is a visionary leader who has lived at the forefront of technology change for 20 years. He led BuildDirect, a technology company that aimed to simplify the building industry, for nearly two decades through the dot-com meltdown, the 2008 financial crisis, and many waves of technological disruption.

Jeff has been featured in Forbes, TechCrunch,, The Globe and Mail, BNN, Fast Company, Entrepreneur, Bloomberg, TIME, and The Wall Street Journal. In 2015, he was named BC Technology Industry Association’s (BCTIA) Person of the Year, and in 2016 Goldman Sachs named him among its 100 Most Intriguing Entrepreneurs.

He is a Founding Partner of OtioLabs, Co-Founder of and NocNoc, and serves on the boards of Terramera, Cubic Farms, LlamaZOO, Synthiam and the Richmond Hospital Foundation as well as numerous advisory boards.

He has been a Young Presidents Organization member since 2004 and contributes time as a Founding Fellow on the Creative Destruction Lab.

In his downtime, Jeff can be found at the lake playing his guitar around a campfire with his family and friends, enjoying watersports or skiing at local Vancouver mountains. He is also dedicated to learning and reads about 50 books a year.

What readers are saying:

Salim Ismail

Author Exponential Organizations

As someone who understands the exponential rate that technology is advancing, Jeff Booth has a unique ability to connect the dots to something bigger in this must read book. Few books offer a more succinct, provocative, and enlightening view of the world as it is today, and what it could be tomorrow. Your world view will transform instantly.

Ajay Agrawal

Professor at the University of Toronto, Founder of the Creative Destruction Lab

To harness the power of technology for good, we need to understand how it is linked to humanity. In a sweeping analysis that draws upon economics, science, innovation, politics, psychology, sociology, and business, Jeff offers an intriguing thesis predicated on the deflationary impact of technological advance coupled with increasingly easy credit. Business leaders, entrepreneurs, policy makers, and youth committed to working towards a brighter future should read this book

Ian McKay

CEO, Invest in Canada

The Price of Tomorrow is simply a ‘must read’, particularly for the next generation of leaders. Challenging conventional wisdom and looking at markets, fiscal policy and consumer behaviour through the lens of tomorrow is why this should be required reading.

Karn Manhas

CEO Terramera

Incredible, highly recommend… What Jeff Booth talks about in this book IS HAPPENING…NOW! When I read this book and wondered when the things he talked about would start happening this decade. After the global market and social disruption we’ve been seeing this week, it appears it’s happening now. The novel coronavirus fears have triggered what may be the start of something big. We may be going into a change as drastic as the 1930s were from the 1920s. If so, the years ahead will be very different from anything we’ve faced in our lifetime…and when you read the book, you realize…it all makes sense! This book is ESSENTIAL READING to make sense of, navigate, survive, and thrive in this changing market environment.

Amazon Review

If you care about the future you need to read this book.

Jeff Booth does an amazing job of weaving together many complex topics across an ever-accelerating technological landscape and their ultimate economic impact. He delivers tough truths about our current economic situation and the far reaching implications of our actions to date. He is contrarian in his views, and perhaps that is the most compelling reason that everyone should be paying attention — at the end of the day it is easier for sheep to follow one another off a cliff than to break from the pack to take an unknown but promising new direction.

Amazon Review

What is really driving job losses and economic inequality?

This book is a great synopsis of our current world technological situation and how we arrived at this time and place. It is a quick read, setting the stage for the question “Now What?” I gained a very clear picture of how it is really the accessible storage of knowledge that is driving our development as a species. It would be such a pity to lose all we have gained so quickly, but that could happen if we do not take action to preserve our planet and environment.

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