future mapping
the why and the how
future mapping
the why and the how
Path dependency is alive and well throughout businesses as mediocre, middle-of-the-road thinking doesn’t rock the boat, whether you are in product development or marketing. But, from what we see, this type of behaviour also doesn’t reap any great rewards. This is why Challenger brands question incumbency at every level of their organisation in
... See more"The future rewards clarity and punishes certainty" - Margaret Heffernan
who makes a good midwife?
And basically, my gripe is, we collectively generally treat every transition the way I used to treat “time for recess”: This is just going to happen, so let’s not focus on how it’s going to happen, or whether the getting there is hard. Let’s just get from here to there, OK? And then we can be there and forget about here.
TL:DR — It is impossible for organisations to “demonstrate their impact” if they work in complex environments. Asking them to do so requires them to create a fantasy version of the story of their work. This corruption of data makes doing genuine change work harder because it is difficult to learn and adapt from corrupted data.
We need to become better storytellers in such a way that we can, through a variety of media, give people a visceral sense of what a positive future would sound, taste, feel and look like. We need to create stories where the kind of future we want to see becomes commonplace, everyday. We need to tell stories with an underlying sense that the mere
... See morewhen you aren’t just dismantling the narrative but providing another one, you are creating a new reality for your audience.