It was Henry Ford who said: “If I had asked people what they wanted, they would have asked for a faster horse”. It is like that with Imagineers. Organisations are not aware of this new breed of professionals. Well, let me update you.
Imagineers come in different shapes and sizes. Like in any profession, there are imagineers on junior, medior, senior and executive level. And our professional backgrounds vary. Some of us have a background in business administration; others have a background in the arts, education, financial services, tourism, IT, et cetera.
So, we are all two things: e.g. Business Analyst & Imagineer; Graphic Designer & Imagineer; Marketing Manager & Imagineer; Banker & Imagineer; Teacher & Imagineer; Tourism Expert & Imagineer; Marketing Manager & Imagineer; Architect & Imagineer; Business Consultant & Imagineer; Farmer & Imagineer; Copywriter & Imagineer; HR manager & Imagineer; Customer Service Manager & Imagineer; Client Service Director & Imagineer; CEO & Imagineer; Hotel Manager & Imagineer; et cetera. We are everywhere!
What distinguishes us, is our mindset. So, what we – as Imagineers – bring to the table differs from other professionals, because we see things differently and therefore approach things differently; with different outcomes to boot. Sustainable outcomes that are welcomed and celebrated, mind you, because we design for evolution while using participatory approaches. Through reframing, we reimagine and restory, and create new narratives for brands, organisations, and industries and open up various possibilities for development. Everything seems fluid.
Inspiring examples of what reframing can do for an organisation or industry is the reframing of Henry Ford West Bloomfield Hospital. This hospital was reframed from ‘a place to cure sick people’ to ‘a community center for well-being’. By shifting the focus from ‘curing’ to ‘keeping people healthy’ – and taking upon them the role of health coach for the community – a multitude of possible new services opened up. Today the hospital has a wellness center, a greenhouse where they grow their own vegetables, and they offer fitness classes, yoga classes, cooking classes, and much, much more. The services are designed around their patients who they consider their guests. It’s a world of difference.
We are moving from the ‘age of information’ to the ‘age of imagination’ where intuitive and creative thinking are primary creators of economic value. It is important to get a grip on what this means for your brand, organisation or industry.
Creative Scrum, Kon. Marinelaan 1A, 2251 BA Voorschoten, The Netherlands. Email: firstname.lastname@example.org. Tel. +31 (0)653363794 or +31 (0)71-7851553.