There Is No Brand Strategy Without a Prediction

In 2024, it’s easy to forget that iconic brands—those that win by riding cultural waves and becoming deeply associated with new cultural aspirations—must look to cultural idea markets first. A cultural idea market comes from the collective consciousness; it’s an aspiration or belief that a culture can unite around and become excited about.

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A technologically advanced culture cannot flourish without getting better at anticipating the future. That’s why science fiction matters. That’s why scenario planning matters. That’s why complex software simulations that enable us to forecast things like climate change on the scale of decades matter.

And here I want to bring us back to another idea... See more

As technology becomes a commodity with the democratization of information, it’s the big-picture generalists who will predict, innovate, and rise to power fastest.

Foresight supports designing for tomorrow, not today. Designing with the future and emerging issues in mind can lead to revolutionary product and service offerings today- if you dare! With the rate of change we are collectively experiencing, if you design for today, you run the risk of the products and services being obsolete before they hit the sh... See more

We’re at the dawn of something big and unknown. New technologies are shaping the future in ways we haven’t even thought of yet. Some of them will have extraordinary benefits, while others, through unforeseen capabilities or even sinister intentions, may have unwanted consequences. But as designers, it’s up to us to explore them early, dive into th

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