future mapping
the why and the how
future mapping
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.”
Thomas Klaffke on LinkedIn: #systemchange #change #changemanagement #changecommunication
linkedin.com
Ultimately, preserving optionality means paying attention and looking at life from multiple perspectives. It means building a versatile base of foundational knowledge and allowing for serendipity and unexpected connections. We must seek to expand our comfort zone and circle of competence, and we should take minor risks that have potentially large... See more
Farnam Street • Preserving Optionality: Preparing for the Unknown - Farnam Street
Imagining is a rigorous discipline. Imagination is our greatest national resource, one that drives value creation across the sciences, the humanities, the arts, and business. All compelling entrepreneurial ventures, transformative social movements, and technological breakthroughs begin with an inspired sense of possibility.
Seth Goldenberg • Radical Curiosity: Questioning Commonly Held Beliefs to Imagine Flourishing Futures
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
Most have relied on platforms and algorithms rather than tapping into exciting cultural myth markets. In many ways, brands have lost the magic of being brands: the advantage they generate when they create outsized meaning for people.
From Brand Strategy to Brand Anarchy
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,
... See moreRebecca Solnit • Hope in the Dark: Untold Histories, Wild Possibilities
Organizations 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 moreThere was a widespread recognition that movements were having to react defensively to crises with short-term strategies and that this needed to be balanced with the building of longer-term visions.