future mapping
the why and the how
future mapping
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
On The Edge: #030 Margaret Heffernan - Uncertainty Powers Change on Apple Podcasts
podcasts.apple.com“worry is a misuse of imagination”
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.
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The best... See more
From Brand Strategy to Brand Anarchy
In tough times, most brands will tend towards path dependency . A study published in the Academy of Management Review showed that good practice quickly becomes best practice, which becomes preferred practice, which becomes locked-in practice. This kind of incumbent thinking will perhaps be even more familiar to those working in an organisation with
... See moreeatbigfish. • The Cost of Mediocrity
"The future will have enough robots. Brads will stand out by not being one of them." - Adam Morgan
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 moreRyan Holiday • Courage Is Calling: Fortune Favors the Brave (The Stoic Virtues Series)
Try as we might to utilize reason and logic for our arguments, the human race is first and foremost an emotional species. On a base level, I might even say that the most important aspect of foresight is the ability to create emotional connections between people and their possible, probable, preferred, and preventable futures.
Seth T. Harrell • Affective Foresight
SAM ALTMAN: Good ideas — actually, no, great ideas are fragile. Great ideas are easy to kill. An idea in its larval stage — all the best ideas when I first heard them sound bad. And all of us, myself included, are much more affected by what other people think of us and our ideas than we like to admit.
If you are just four people in your own door,
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