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

ideas, not technology, are what impact the future the most .

Jasmine Bina • There Is No Brand Strategy Without a Prediction

That's right. I keep going. Something in what you were just talking about reminded me of, you talked about how you're about cultural futurism now. Is that a recent shift or how did you find that place? And what does that mean in how you work?

It is and it isn't. We've always been doing our work like this, where it's always predictive. The whole... See more

Peter Spear • Jasmine Bina on Prediction & Brand

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

linkedin.com

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

From Brand Strategy to Brand Anarchy

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

Sarah DaVanzo • Gen Z’s Curiosity Fingerprint for the Future

“it's this sense that it's possible, but it's not possible for me.” From On Strategy Showcase: Adam Morgan on the cost of dull advertising, May 5, 2024

“The Emergent Future” instead challenges us to “ think transformationally, act transitionally ” to manifest futures-empowered landscapes of care, empathy, reconciliation, and love in our organizations, governments, and social entities, allowing us to align with much healthier expressions of our biological, psychological, and sacred experiences

TFSX • The Future Thinker’s Dilemma