How does an old company imagine a new future? That was the question Fisher-Price wanted to answer when it approached our design consultancy Continuum recently. The 85-year-old children's product company noticed enormous shifts in the market, from ubiquitous data to inexpensive sensors, and wanted to write itself into this increasingly digital narrative. Immediately. But how? What kind of story would the company need to tell itself, its customers, and its future customers? What would it retain from the past? And how might Fisher-Price best present this vision?
These are issues any company wrestling with an uncertain future should confront. Based on our work with Fisher-Price, we came up with three steps a brand should follow to craft a vision that is both forward-thinking and realistic.