future mapping
the why and the how
future mapping
the why and the how
“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
this is the point - i think this interview misses an opportunity to talk about the fact that what we have to talk about isn’t interesting. and that’s a business problem. it’s not just how we say what we have to say, but what we do so that we are able to go to market in interesting ways.
We need also to cultivate the courage to think about all the things that could happen, the things that are unpleasant to think about, the unusual, the unexpected, the unlikely. It’s not just a matter of reducing our anxiety about exaggerated uncertainties, it’s also about finding certainty in the unknowns—the risk factors, what goes bump in the
... See moreinside-out & outside-in thinking combined, alongside strong brand strategy, are how brands get to rich new spaces for breakthrough innovation.
“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.”
Cultures vary in the degree to which they value openness and tolerate uncertainty. Some cultures lead people to experience anxiety in situations that are ambiguous or unpredictable, and these cultures are structured in ways that make the world seem more stable and predictable through strict rules and laws, shared beliefs, and circumscribed ways of
... See morewho makes a good midwife?
A strong interest in the role of futures, as well as planting narrative ‘seeds’ that could be harvested in the future