future mapping

the why and the how

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

Jasmine Bina • There Is No Brand Strategy Without a Prediction

“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

TFSX • The Future Thinker’s Dilemma

Innovation begins with inspiration. Positive visions of the future inject people with imagination, which pulls the future forward.

David Perell • Peter Thiel’s Religion

“the anxiety of doing something that is not conventional is a major sense of something being heavily burdened with risk. And if you're a senior, if you're a CEO or you're a C-suite person, and you see something that doesn't feel familiar, you feel that it's either heavily risky or it's not going to work, because that's not the way X other brands in

If we’re to resist the gravity well of banality, extract ourselves from of the containers of the past, escape the stifling grip of pre-packaged thinking, refuse to be complicit in the astro-turfing of culture, and create better, desired futures rather than merely slipstream into default ones, then what we really need is imagination. And the... See more

martin weigel • Fighting The Astro-Turfing Of Culture, The Gravity Well Of Banality, And The Stifling Grip Of Pre-Packaged Thinking — Martin Weigel

When a brand has a prediction at the center of its strategy, it sends a signal to the market that the company not only intends to own that future, but that any other brand playing outside of that future will be sidelined .

Jasmine Bina • There Is No Brand Strategy Without a Prediction

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

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

Edward Cotton on LinkedIn: #strategy #innovation #futures #thefuture #dualmindset…

linkedin.com