“We can't solve problems by using the same kind of thinking we used when we created them” Albert Einstein
Our approach is intensely practical and based on the use of four rigorous thinking tools.
First, we use a process called farsight to scan the environment for weak signals and other indicators of change. These can be anything from new products and technologies to new customer attitudes and behaviour.
Next, we conduct observational research to explore how ordinary people interact with products or organisations (because we believe that the most interesting attitudes and actions are often subconscious, or people don't volunteer such information in traditional research groups because they don't think it's important). This research is conducted by obsessively curious psychologists and anthropologists and is usually recorded.
Third, we have conversations with people to debate what's happening at the cutting edge of industries and markets (we call these zeitgeist groups). We then use this knowledge to explore new growth opportunities or to ensure that organisations do not become the victims of change.
Finally, we run workshops and retreats (in some extraordinary places) with members of our network (the 'brains') to amplify some of these insights and generate fresh thinking. These tools can be used individually or in combination and can be applied to anything from product development to scenario planning. They also complement well alongside the processes used by large consulting firms.