future mapping

Path dependency is alive and well throughout businesses as mediocre, middle-of-the-road thinking doesn’t rock the boat, whether you are in product development or marketing. But, from what we see, this type of behaviour also doesn’t reap any great rewards. This is why Challenger brands question incumbency at every level of their organisation in

tomorrowing — an active mindset of anticipating challenges and opportunities rather than passively waiting for the future.

challenges to long-held assumptions take place when individuals dive deeper and deeper into anticipatory imagination and provocation, and this opens the door to transformative realities that profoundly change the perspective of the foresight practitioner. Consequently, the possibility of these new worlds become an internal experience that can no

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.

The joy and the delight of this is to step forward a bit, to be a little bit daring and a little bit courageous, saying, “Well, what if? What if we did that?” We have just played with that idea of what could be possible.

We need to play at living in the kind of world we want to create.