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.”
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
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.
Rob Hopkins • From What Is to What If: Unleashing the Power of Imagination to Create the Future We Want
It is a fallacy to plan for ‘the future’ (singular). We need to be prepared for multiple futures (plural) and build into our strategies a flexibility that allows us to move resilient from the present moment towards the future. Being aware of the different paths the future might take, leads to more realistic and flexible strategies that will be more
... See moreMarjolein Pijnappels • Designing the Future Using Science Fiction
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.
