Making the right kind of forecast means thinking deeply about where people are headed and what emerging beliefs, behaviors, mentalities, value systems, ideals and cultural ideas can be brought to the surface with the right conditions.

→ Trust that unconnected sparks electrify the work. Seemingly random inputs from art, history, nature, culture and beyond can jolt a strategy alive in ways category research on its own never will.

→ Ground strategy in deeper currents and primal truths. Human experience loops through the same themes across time and culture. When you tap into those... See more

We're navigating the early stages of an AI revolution that's rewriting the rules faster than we can learn them. The business landscape I thought I understood twelve months ago is unrecognizable now. The strategies that worked, the assumptions that held, the paths that seemed obvious, are all scrambled.

In this environment, my usual laser focus is a... See more