future mapping
the why and the how
future mapping
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
The best... See more
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
From Groupthink to Responsible Disobedience
withinsight.substack.com
when you aren’t just dismantling the narrative but providing another one, you are creating a new reality for your audience.
Rebecca Johnson • Drawing Wisdom From the ‘Weird’
“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
In tough times, most brands will tend towards path dependency . A study published in the Academy of Management Review showed that good practice quickly becomes best practice, which becomes preferred practice, which becomes locked-in practice. This kind of incumbent thinking will perhaps be even more familiar to those working in an organisation with
... See moreeatbigfish. • The Cost of Mediocrity
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
Arnold’s theory about why people are always saying this is: “When you don’t have a vision of the future, it’s easier to look back.” People get stuck looking back because they don’t have a vision for what’s ahead. That’s why he says he’s always telling people to find their vision .
Austin Kleon • You Don't Need a Vision
