When I think about my future as a planner, or even the future of planning, I like to think that I’ll evolve from a discipline that happens through messages to one that happens through experiences.
When experiences take a major role, our mindset has to shift as a radar mapping great interaction opportunities.
In my mind, interactions presume both sides giving something valuable to each other. No part playing a passive role. Instead, an active exchange between two parts.
That’s how interactions turn into dialogues.
Creating rich dialogues, we will create richer conversations – that major topics and events existing in our culture, where brands happen.
Ok. I know that this thinking is not so clear, maybe just thrown away as things appear in my mind, but not so far from what Colin has wrote with great simplicity here:
Why the separation between planning and user experience design? As “planners”, we need to evolve our thinking to be interactions-based. Insights and strategy that drive brand interactions, retail interactions, product interactions, digital interactions. Brands create paths for people to follow.
As you can see, and I like to think, we have a very interesting path ahead of us. So, let’s contribute with it.
