future mapping
the why and the how
future mapping
The greatest benefit of a brand strategy based on a prediction is that it naturally spells out the business strategy . The expert patient, the third space, the future of movement – all of these predictions lay out strong parameters for the business itself.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
“They dictate business model, product roadmap, UX, values, org chart and so on, in ways that technologies alone cannot. And when brand strategy begets business strategy, there is a beautiful symmetry that only makes both parts stronger.”
Oftentimes, future-forward brands tend to make technology the center of their strategies rather than a larger idea, but as Tom Vanderbilt puts it, “When technology changes people, it is often not in the ways one might expect.”
Jasmine Bina • There Is No Brand Strategy Without a Prediction
“The Official Future” tells us to “think exponentially, act incrementally,” beckoning us to utilize foresight in service of the ever-expanding present systems of quantifying, micro-analyzing, extracting, consuming, and automating. This way of futuring is at the heart of Epistemic Uncertainty. “The Emergent Future” instead challenges us to “ think... See more
The Future Thinker’s Dilemma
lots of this is too nebulous - but the mindset shift from ‘think exponentially, act incrementally’ to ‘think transformationally, act transitionally’ is really potent
“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 need to make intentional spaces for people to tell, share, or co-create these stories, spaces that are well facilitated and feel safe and inviting.
Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
Resilience requires a kind of elasticity, an ability to stretch and reach but then to return, to spring back into a former shape—or perhaps to shapeshift into something new if the circumstances require it. Resilience is stretchy where optimization is brittle; resilience invites change where optimization demands continuity. But whether we’re talking
... See moreMandy Brown • Against Optimization
Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an... See more
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an... See more
From Brand Strategy to Brand Anarchy
Our ability to make the most out of uncertainty is what creates the most potential value. We should be fueled not by a desire for a quick catharsis but by intrigue. Where certainty ends, progress begins. Our obsession with certainty has another side effect. It distorts our vision through a set of funhouse mirrors called unknown knowns.