We’re at a time of Wicked Problems – tricky, systemic, multi-layered, multi-causal problems. Covid-19 has highlighted societal fractures and inequalities. It’s caused collective introspection about how we are living and the responsibility of handing a damaged world to the next generation. It’s inspired creativity at blistering speed to solve some wicked and complex problems. A time of resetting and rethinking; it can and should be a portal to a new world, rather than sleepwalking back into the old normal.
Wicked problems need Wild Ideas. Wild ideas change the world from the edges. Clients need ideas which push them out of their echo chambers. Bisociative thinking which gets to fresh perspectives and places where brands can be genuinely helpful.
We need time and space to reimagine. What got us here, won’t get us there. Only then we can start to tell different stories. Stories that feel exhilarating, because they don’t ‘predict’ the future but actually help invent it.