future mapping
the why and the how
future mapping
Sociologist Elise Boulding calls this ‘temporal exhaustion’, arguing that ‘if one is mentally out of breath all the time from dealing with the present, there is no energy left for imagining the future.’
Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
Ideas, not technology or invention, are what change the future most, and that is what you should be betting on. Parsley has great tech, but it is the shifting cultural convention that will change their future, and every day they are speeding that change along.
The future isn’t new technology. The future is changed people. Your brand should be... See more
The future isn’t new technology. The future is changed people. Your brand should be... See more
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Our ability to make the most out of uncertainty is what creates the most potential value. We should be fueled not by a desire for a quick catharsis but by intrigue. Where certainty ends, progress begins. Our obsession with certainty has another side effect. It distorts our vision through a set of funhouse mirrors called unknown knowns.
Ozan Varol • Think Like a Rocket Scientist: Simple Strategies You Can Use to Make Giant Leaps in Work and Life
And basically, my gripe is, we collectively generally treat every transition the way I used to treat “time for recess”: This is just going to happen, so let’s not focus on how it’s going to happen, or whether the getting there is hard. Let’s just get from here to there, OK? And then we can be there and forget about here.
Sophie Lucido Johnson from You Are Doing A Good Enough Job • It's Going to Take You Longer to Get to Work
With all of these companies, the future prediction at the center of the brand was moving from the technology to a larger idea. Kia President and CEO Ho Sung Song made it clear that, “It’s no longer about machines, it’s about people.”