Innovation

The Perfect Future

The Perfect Future helps teams think beyond incremental changes. It sparks ideas for truly transformative customer experiences. Instead of small tweaks, teams imagine what would be remarkable. The core question: "It's 3 years from now. A customer just had an amazing experience with our product. What happened?" This exercise avoids features and constraints. It focuses on aspirational thinking from the customer's view.

Duration
45 mins
Group Size
4-12
Category
Innovation
Difficulty
Easy
The goals are:

  • Think big: Setting a three-year timeframe lets teams ignore current limits. They focus on what's remarkable if everything aligns. Ask: "Why three years? What bigger shift are we pursuing?"

  • Connect emotionally: Writing from the customer's view, with details and emotions, builds empathy better than feature lists. Narratives guide strategy and decisions.

  • Reveal shared vision: When people describe similar customer experiences (feeling in control, confident, or empowered), patterns emerge. These insights inform strategy and align the team.

You'll get:

  • A perfect future envisioned.

  • An aspirational vision.

  • A motivating direction.

Use these questions to guide discussion:

  • About Themes: What themes appeared? Common outcomes? Transformation?

  • About Emotions: What emotions came up? How did the customer feel? What need was satisfied?

  • About Capabilities: What capabilities are needed? What made it possible? What would have to be true?

  • About Surprises: What surprised you? Unexpected patterns? What assumptions are challenged?


What to Look For: Theme, Emotion, Capability, Surprise

  1. Themes: Identify concepts in multiple stories. Examples: Feeling confident, effortless experiences, personalization, time savings, connection, proactive help, transparency.


  • Mark themes on the whiteboard. Count mentions. Note which generate energy.


  1. Emotions: Capture repeated emotions. Examples: Confidence, relief, excitement, pride, peace of mind, delight, empowerment, belonging, trust. Emotions reveal customer values.


  • Create an "emotion cloud." Note frequency. Discuss why they matter.


  1. Capabilities: Determine what's needed to make stories real. Types: Technical, Organizational, Knowledge, Resources.


  • List capabilities for each theme. Identify existing ones. Note gaps. This links vision and strategy.


  1. Surprises: Notice unexpected elements revealing assumptions. Examples: New use cases, unexpected emotions, feature combinations, customer values, counter-intuitive patterns.


  • Highlight surprises. Discuss what they reveal. Consider strategy changes.


Common Challenges and Solutions

  • Challenge 1: Teams Stay Too Safe

  • Stories describe current product with minor changes. Safe, boring stories.

  • Solution: Use the 5-Minute "What-If" Drill. Push the story further. Reframe the timeframe. Share bolder examples.

  • Challenge 2: Generic Statements

  • Vague descriptions. Lack of detail.

  • Solution: Push for specifics. Ask for sensory details.

  • Challenge 3: Feature Focus

  • Technology-first thinking. Emphasis on product specifications.

  • Solution: Redirect to outcomes. Focus on feelings. Stories should focus on the value itself.

  • Challenge 4: Feasibility Concerns

  • Self-censoring during ideation.

  • Solution: Acknowledge and defer. Reframe constraints as future possibilities. Create a parking lot for questions.


  1. Setup (5 minutes)


  • Give everyone paper and a pen (or digital tools).

  • Display the main question.

  • Explain: "We want remarkable, not just realistic."

  • Clarify the goal: exceptional outcomes, not attainable ones.

  • Create safety for bold thinking.

  • Optional: Have each person sign a page labeled "Permission to Dream." This signals permission and primes creativity.

  • Share an example: "A patient woke up unwell. Their watch scheduled a video call with their doctor. The doctor had a full health view and suggested a treatment plan. The prescription arrived in two hours, with a follow-up that evening. They felt cared for and in control."


  1. Individual Writing (15 minutes)


  • Everyone writes silently.

  • No talking or collaboration.

  • Write in first person, from the customer's view: "I just had the most amazing experience..."

  • Include details, emotions, and context.

  • Focus on transformation, not features.

  • What would be truly remarkable?

  • Write multiple stories or one detailed one.

  • Guiding questions: What happened? How did you feel? What could you do now? Why did it matter? What was different?


  1. Pair Sharing (10 minutes)


  • For 10+ people.

  • Pair up.

  • Each person shares their story (5 minutes each).

  • Discuss themes.

  • Refine or combine ideas.

  • Prompts: What stood out? What emotions? What patterns? How are stories similar?

  • For under 10 people: Skip pair sharing. Go to group sharing (25 minutes).


  1. Group Sharing (15-25 minutes)


  • After pair sharing: 15 minutes. Without: 25 minutes.

  • Each person/pair shares highlights (2-3 minutes each). What was the core? What emotion? What transformation?

  • Capture themes on a whiteboard. Use colors for theme types. Group ideas. Note emotions and outcomes.

  • Facilitate discussion. Point out patterns. Ask questions. Ensure all voices are heard.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Paper or notebooks

  • Pens

  • Timer

  • Whiteboard or flip chart

  • Markers

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

Unlock Resources & Templates

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