future mapping

Les Binet said: "Minor innovation is worse than no innovation at all"

“It's about how our brand shows up in more interesting ways to get people to not be excluded but to participate more fully in what we either want or what they need to do with them.” From On Strategy Showcase: Adam Morgan on the cost of dull advertising, May 5, 2024

“the anxiety of doing something that is not conventional is a major sense of something being heavily burdened with risk. And if you're a senior, if you're a CEO or you're a C-suite person, and you see something that doesn't feel familiar, you feel that it's either heavily risky or it's not going to work, because that's not the way X other brands in

“in being dull, we are excluding consumers from being able to participate in the benefits of what we have to offer. And internally, when we're being dull in terms of internal communication, we're excluding our colleagues from the ability to participate and contribute to how we want to be successful, how we want the business to be successful.” From

“it's this sense that it's possible, but it's not possible for me.” From On Strategy Showcase: Adam Morgan on the cost of dull advertising, May 5, 2024

“We are so persuaded that the need for efficiency to rush from meeting to meeting, decision to decision, we're not stepping out on the balcony and really seeing it what it is.” From On Strategy Showcase: Adam Morgan on the cost of dull advertising, May 5, 2024

"The future will have enough robots. Brads will stand out by not being one of them." - Adam Morgan

Companies are built to be predictable and stable. That's a bad thing in today's world.

"The future rewards clarity and punishes certainty" - Margaret Heffernan