future mapping
the why and the how
future mapping
When a brand has a prediction at the center of its strategy, it sends a signal to the market that the company not only intends to own that future, but that any other brand playing outside of that future will be sidelined .
Jasmine Bina • There Is No Brand Strategy Without a Prediction
great strategy is more about facilitation than it is about creation. It’s the process of unearthing what is true for an organization, matching that with opportunities in the world and creating pathways so that more people can participate in that work.
Strategy is an act of democratization in an organization. It’s prying the understanding from the... See more
Strategy is an act of democratization in an organization. It’s prying the understanding from the... See more
who makes a good midwife?
“We think creatively (not predictively) about the future in order to decide what to do now in order to make possible different futures. There is no reason to be ‘future-oriented’ other than to try to change things, from now on . This means that you must be very careful when trying to ‘future’ to ensure that you are not unwittingly reproducing
... See moreTFSX • The Future Thinker’s Dilemma
Whatever work we do to engage people in making change can be deepened and expanded if it has play at its heart.
Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
inside-out & outside-in thinking combined, alongside strong brand strategy, are how brands get to rich new spaces for breakthrough innovation.
Keely Adler • Screenshot 2024-05-30 at 3.32.33 PM.png
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
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.”