future mapping

the why and the how

SAM ALTMAN: Good ideas — actually, no, great ideas are fragile. Great ideas are easy to kill. An idea in its larval stage — all the best ideas when I first heard them sound bad. And all of us, myself included, are much more affected by what other people think of us and our ideas than we like to admit.

If you are just four people in your own door,

Henrik Karlsson • Cultivating a state of mind where new ideas are born Cultivating a state of mind where new ideas are born

A strong interest in the role of futures, as well as planting narrative ‘seeds’ that could be harvested in the future

Abi Knipe • Conditions to Flourish: Understanding the Ecosystem for Narrative Power

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

The first one, shifting from groupthink to Responsible Disobedience , is all about unlocking better outcomes. Breaking away from conformity and disobeying the expected, but doing so with a principled compass. Challenging not for the sake of rebellion, but for the pursuit of a sustainable, equitable, and human-centric future.

From Groupthink to Responsible Disobedience

If you can get everybody just to go, what if this assumption isn’t true? We need to imagine a different reality… If you can get just a proportion of people to do that...

as Albert Einstein was famous for saying, “ No problem can be solved from the same level of consciousness that created it ” Put another way, you can’t solve a problem within the context of that problem.

TFSX • The Future Thinker’s Dilemma

inside-out & outside-in thinking combined, alongside strong brand strategy, are how brands get to rich new spaces for breakthrough innovation.

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.”

Jasmine Bina • There Is No Brand Strategy Without a Prediction