future mapping
the why and the how
future mapping
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
What if we reframed “living with uncertainty” to “navigating mystery”? There’s more energy in that phrase. The hum of imaginative voltage.
Martin Shaw • Navigating the Mysteries
when you aren’t just dismantling the narrative but providing another one, you are creating a new reality for your audience.
Rebecca Johnson • Drawing Wisdom From the ‘Weird’
“in being dull, we are excluding consumers from being able to participate in the benefits of what we have to offer. And internally, when we're being dull in terms of internal communication, we're excluding our colleagues from the ability to participate and contribute to how we want to be successful, how we want the business to be successful.” From
... See moreOrganizations can help cultivate these capabilities by providing workers with the tools and safe spaces to experiment, explore, and envision possible futures. By empowering workers to ask questions about their work, leaders can lean into a more open evolution and disruption of work that values human sustainability and organization-wide co-creation.
... See moreMaking the right kind of forecast means thinking deeply about where people are headed and what emerging beliefs, behaviors, mentalities, value systems, ideals and cultural ideas can be brought to the surface with the right conditions.
Technology creates new opportunities and branches in the human path, but it is only larger ideas and mindsets that... See more
Technology creates new opportunities and branches in the human path, but it is only larger ideas and mindsets that... See more
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Companies are built to be predictable and stable. That's a bad thing in today's world.
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.
Sophie Lucido Johnson from You Are Doing A Good Enough Job • It's Going to Take You Longer to Get to Work
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 more