Culture_Mapping_Strategic_Primer

there are plenty of other people—usually outside universities—happy to speculate and invent, but often without the depth of knowledge needed to do this well, or in overly generic ‘futures’ fields that sacrifice depth for breadth. As a result, the analysts and the dreamers have lived in separate worlds, and we lack even a name for people who straddl

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‘It is a peculiarity of man,’ he wrote, ‘that he can only live by looking to the future.’29 Historian Fred Polak was much influenced by this work and studied how images of the future had changed over the last few thousand years. His conclusion echoed Frankl’s, but at a larger scale: ‘As long as a society’s image of the future is positive and flouri

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Organizations often don’t have the time nor resources dedicated to these types of analyses and forecasts, or don't have their antennae tuned precisely to separate signal from noise. Clients are also biased. They work with their own truths. Cultural strategists and semioticians provide both external insight and foresight.