What if?

We recently let you in on our ‘so what’ philosophy. But here’s the thing: that alone isn’t always enough.

Questioning your purpose is critical, acting is even more important. We always want to push the boundaries of our previous ideas, to move at a pace that allows us to innovate in new ways. And we find that the ‘what if?’ is the second piece of the puzzle: the difference between playing it safe and pushing into the unknown.

Innovation: what does it really mean?

More broadly, you might think of innovation as developing new technologies, implementing new ideas, or simply finding more efficient ways to do things. It’s more than that for us: it’s about finding the beauty within abstract concepts, and turning them into tangible ideas.

We want to challenge conventions, uncovering new opportunities. By setting trends rather than following them, we transform bold ideas into impactful realities, allowing us to elevate brand experiences.

Resting comfortably within the limits of what you already know will only get you so far. So why stay within your comfort zone? Why not explore the hidden possibilities.

Unmet needs are everywhere.

Something we know unites every client, no matter how big, is the opportunity to spot unmet consumer needs. This is how we uncover where the blank space lies: a space for innovation. Finding them requires curiosity, empathy, and an open-mind to challenge assumptions. 

Asking ourselves what the unmet needs are allows us to actually design for the future, and not just simply predict it. The most successful creatives don’t just respond to what people want today, they anticipate what they’ll need tomorrow. 

That’s our ethos: designing tomorrow, today.

Where some see obstacles, others see opportunity.

There is something really powerful about standing back for a moment and daring to ask yourself ‘what if?’

When we see this play out with our clients, time and again we note that there is something about this question that grants you the licence to dream so much bigger than you would normally allow yourself.

To switch off the rational side of your brain and consider things emotively for a moment instead.

These two simple words are really empowering. 

Try it for yourself, if you like. Grab a blank piece of paper and consider what you are doing right now. We guarantee that the ideas and thoughts that you write down will be more brave than you would have written had you just written ‘future plan’, or the like.

This is why the future innovation strategies that we create for our clients are filled with the commercial ‘so what’s’ but we always try to balance this with the ‘what if’s’ too.

Because the ‘so what’s?’ will challenge you to be relevant and grounded in your approach, but the ‘what if’s’ will give you the licence to take a leap into the possibilities and opportunities. To sidestep the ‘can’t be done’ and the ‘we’ve tried this before’ and to dare to dream that much bigger. 

For us, it’s future first, always. What if we all did the same? 

PS: ‘An idea that is not dangerous is unworthy of being called an idea at all.’ Oscar Wilde.