There Is No Brand Strategy Without a Prediction

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

But you can’t create a different future when your starting reference point is the past.

Once you’ve identified a trend, though, it’s easier to recognize early which new developments are important, because they are the next step in the continued acceleration along the vector, as entrepreneurs and inventors continue, in Wallace Stevens’s magnificent phrase, to “search a possible for its possibleness.”11 In other words, the news from the

In marketing and design, just as in science, previous theories exist that describe how things should work. It is foolish to ignore the lessons of the past