future mapping
the why and the how
future mapping
inside-out & outside-in thinking combined, alongside strong brand strategy, are how brands get to rich new spaces for breakthrough innovation.
Keely Adler • Screenshot 2024-05-30 at 3.32.33 PM.png
In 2024, it’s easy to forget that iconic brands—those that win by riding cultural waves and becoming deeply associated with new cultural aspirations—must look to cultural idea markets first. A cultural idea market comes from the collective consciousness; it’s an aspiration or belief that a culture can unite around and become excited about.
The best... See more
The best... See more
From Brand Strategy to Brand Anarchy
But it’s only when we sacrifice the certainty of answers, when we take our training wheels off, and when we dare to wander away from the street lamps that breakthroughs happen. If you stick to the familiar, you won’t find the unexpected. Those who get ahead in this century will dance with the great unknown and find danger, rather than comfort, in
... See moreOzan Varol • Think Like a Rocket Scientist: Simple Strategies You Can Use to Make Giant Leaps in Work and Life
Liminal creativity can help carve a path from disorientation to discovery, from uncertainty to curiosity, from fear to innovation. It can turn scary situations into transformational experiences of self-discovery and self-authorship. In fact, life itself is a liminal space between birth and death.
Anne-Laure Le Cunff • Liminal Creativity
‘Memories of the future really is what you’re talking about. The idea that by briefly or temporarily putting yourself in the future and thinking about what it’s like there, and then coming back to the present, that that influences the decisions you make about your behaviour between now and the future, and how you can cope and change things in order
... See moreRob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
tomorrowing — an active mindset of anticipating challenges and opportunities rather than passively waiting for the future.
Sarah DaVanzo • Gen Z’s Curiosity Fingerprint for the Future
The individual’s ability to cope with uncertainty
Organizations are created, powered, and led by people. To lead organizations well, we train people in disciplines such as marketing, finance, and leadership. But uncertainty presents a special challenge since few of us have received training in how to deal with it. As a result, although we may call... See more
Organizations are created, powered, and led by people. To lead organizations well, we train people in disciplines such as marketing, finance, and leadership. But uncertainty presents a special challenge since few of us have received training in how to deal with it. As a result, although we may call... See more
Nathan Furr • Strategy in an Age of Uncertainty
imagination, rather than being seen as an ‘essential skill’, is commonly perceived as messy, unpredictable, a bit cheeky, potentially uncontrollable and a frivolous and unprofitable use of time.
Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
[Video] Edward Cotton on LinkedIn: The debate about the importance of creativity is ongoing. Adam Morgan and…
linkedin.com![Thumbnail of [Video] Edward Cotton on LinkedIn: The debate about the importance of creativity is ongoing. Adam Morgan and…](https://d1l054mla94ehg.cloudfront.net/media/images/thumbnails/curation/82a0a719/thumbnail.jpg?height=75&dpr=2)