The Intersection of Imagination, Science Fiction, Strategy and Creativity.

we wandered into something I keep circling back to: the idea that strategy is a kind of science fiction. Not in the “space battles and robots” sense, but in the deeper way that science fiction gives us permission to imagine futures—plausible or not—and then build toward them. Jarrett and I talked about design not just as a tool for solving problems, but as a mode of inquiry, a way of asking better questions and shaping new cultural narratives.

We both share this instinct that branding, design, and strategy aren’t just reactive—they’re speculative. They make bets on the kind of world a product or company wants to inhabit. They tell stories about futures that don’t exist yet, and then use those stories as scaffolding for action. That’s what excites me about this work: it's not just about “making things,” it's about materializing possibilities.

There's also this important undercurrent about imagination as a form of intelligence. We don’t talk enough about that. Creativity isn’t some whimsical add-on—it’s central to how organizations find direction, how they differentiate, how they respond to change. And good strategy? It needs to evoke, not just calculate.

This episode was a reminder that strategy and design, at their best, operate in the realm of the imaginary. They’re speculative tools. And maybe the real work is helping people see that imagination is infrastructure.

Jarrett Fuller is a designer, writer, educator, editor, and podcaster. He is an assistant professor of graphic design at North Carolina State University and hosts the design podcast Scratching the Surface.

https://jarrettfuller.com/

http://scratchingthesurface.fm/

In which Tobias and I converse about the release of the book 'Practices of Future Casting', the importance of events that gather thought leaders to spur creativity and career development in design and futures thinking, the compilation and production of the book, the value of speculative writing as a legitimate form of future making, the significance of in-person events for fostering impactful professional and creative relationships, the concept that imagination, like a muscle, must be exercised and integrated into both creative and professional contexts to drive meaningful change. We also ponder the challenge of replicating the studio environment digitally and stress that the embodied experience of shared physical spaces is vital for deep creative engagement.

Check out the book 'Practices of Future Casting': https://nearfuturelaboratory.com/library/2024/11/practices-of-futurecasting/

Check out our essay: https://nearfuturelaboratory.com/essays/2024/11/stories-to-imagine-alternate-futures/

Follow Tobias: https://tobiasrevell.com/

Support the podcast, join the community: https://patreon.com/nearfuturelaboratory

Phil Balagtas' book "Making Futures Work" is a comprehensive map of the work of futuring.

https://www.philbalagtas.com/

Learn how to get started with Futures Thinking. With this practical guide, Phil Balagtas, founder of the Design Futures Initiative and the global Speculative Futures network, shows you how designers and futurists have made futures work at companies such as Atari, IBM, Apple, Disney, Autodesk, Lufthansa, and McKinsey & Company.

This book demystifies the process of Futures Thinking into a language that's practical and useful for both designers and strategists. You'll learn about Strategic Foresight for using ideas about the future to anticipate and prepare for change; explore Speculative Design to deal with the relationship between science, technology, and humans; and Design Fiction to explore and critique possible futures.

Balagtas also shares stories from his journey to build a global community and describes how he works with clients to reshape the futures vocabulary. With this guide, you'll learn how to:

We discuss the challenges and triumphs of writing an all-encompassing book on futures practice, exploring the evolution of speculative design and the importance of imagination as a critical element in futures work. Phil shares his experiences from initial concept to publication, the personal and professional obstacles, and the intricate process of curating a methodologically rich and visually engaging text. We discuss the collaborative nature of futures work, the delicate balance of practicality and creativity, and the potential of immersive experiences to enhance learning and engagement in futures studies. Imagination, much like a muscle, needs to be exercised and nurtured through diverse techniques and collaborative efforts.

Please support the podcast by becoming a Patron over on https://patreon.com/nearfuturelaboratory which also gets you access to the Near Future Laboratory Discord server, a vibrant hub of engaged, thoughtful, creative generalists oriented towards creating more habitable near future worlds.