future mapping
the why and the how
future mapping
there’s simply no way around the fact that we’re pretty fed up with a certain philosophical framework in Silicon Valley. It has many names: the growth mindset. OKRs. KPIs. Even Minimalism — the predominant aesthetic of our era. But at its core, it all comes down to one thing: the relentless optimization of everything in our world.
this mindset has... See more
this mindset has... See more
The Browser Company • Optimizing For Feelings
Whilst incumbents might gravitate to jumping on the latest trend bandwagon or worse – playing into a lazy audience insight – Challengers lean into the fact that they have set themselves ambitions that might feel bigger than their brand. They continually find ways to recontextualise and evolve their message to keep them fresh.
eatbigfish. • Fear Indifference Not Rejection
“worry is a misuse of imagination”
Most have relied on platforms and algorithms rather than tapping into exciting cultural myth markets. In many ways, brands have lost the magic of being brands: the advantage they generate when they create outsized meaning for people.
From Brand Strategy to Brand Anarchy
It took me a while, but I eventually figured out what he meant. Sometimes the task of rebuilding—of accepting what has been broken and making things anew—is so daunting that it can almost feel easier to believe it can’t be done.
But it can.
But it can.
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
Brand Anarchy is not terrifying chaos, but instead the new order that emerges when old paradigms and playbooks crumble, giving way to unexplored creative and cultural potential. And honestly, it’s just a more fun and human way of doing things.
From Brand Strategy to Brand Anarchy
“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
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