For brands, thinking ahead and "futurecasting" are par for the course. As our culture changes and technology evolves, so do the needs and values of consumers. And we have to keep up. But what happens when you’ve thought too far ahead? Can product design for the distant future become an inefficient practice? Does creating a product without an immediate execution mean it’s less valuable? And as a brand consultant, how do you create a strategy for a client when the purpose of the product they’ve created is unknown, even to them?

In this session, Ben Cheney, principal and managing director at Sylvain Labs, will draw from his experience with challenging client work that required "knowing what he didn’t know.” He’ll explore what it means to project people’s needs today years into the future, how to create valuable purpose and vision for a future that’s simply unknown, and leave you with the tips and tricks to undertake that challenge yourself. Whether you’re client- or consultancy-side.