future mapping

the why and the how

“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

The problem (or at least one of the problems) is that the twin edicts to simultaneously optimize your team and life and to be flexible in light of an uncertain future are in opposition to each other. Optimization presumes a kind of certainty about the circumstances one is optimizing for, but that certainty is, more often than not, illusory.

Mandy Brown • Against Optimization

We need to deepen our storytelling of one specific kind of story, however – namely, the kind of story that can allow us to imagine a future replete with possibility.

Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want

Hope locates itself in the premises that we don’t know what will happen and that in the spaciousness of uncertainty is room to act. When you recognize uncertainty, you recognize that you may be able to influence the outcomes—you alone or you in concert with a few dozen or several million others. Hope is an embrace of the unknown and the unknowable,

Rebecca Solnit • Hope in the Dark: Untold Histories, Wild Possibilities

It took me a while, but I eventually figured out what he meant. Sometimes the task of rebuilding—of accepting what has been broken and making things anew—is so daunting that it can almost feel easier to believe it can’t be done.

But it can.

Creating New Units of Culture

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The greatest benefit of a brand strategy based on a prediction is that it naturally spells out the business strategy . The expert patient, the third space, the future of movement – all of these predictions lay out strong parameters for the business itself.

Jasmine Bina • There Is No Brand Strategy Without a Prediction

“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.”

[Video] Edward Cotton on LinkedIn: The debate about the importance of creativity is ongoing. Adam Morgan and…

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