Making room for more possibilities / by Alexia Mathieu

Why consider shifting focus of our process beyond problem solving, and try harder leaning into making room for more possibilities to make future happen faster? 

It's not calculation but imagination that is the difference, that makes all the difference, in our storytelling professions. There is a difference between inventing new ways to affirm the status quo, and proposing new alternatives, figuring out how things could be different and inventing stuff for the future we want to have.

We need to imagine more. When we ask "what if?" we are creating the brand's future.