We’re often told “hope isn’t a strategy,” but what if it could be? In this edition of Top of Mind, we explore how curiosity and imagination can transform hope from a fluffy ideal into a practical force for change. Because maybe the most strategic thing we can do for the future—is believe it’s still worth building.

Q4 chaos doesn’t have to mean burnout. Let’s explore how brand leaders can reframe year-end pressure into opportunity by setting boundaries, making space for futures thinking, and turning the busiest season into a more intentional start to 2026.

The question for brand leaders is pretty simple: will you be an early adopter and lead the shift away from addiction-based engagement, or a laggard clinging to a failing model until it completely collapses?

What comes to mind when you hear about declining levels of institutional trust? Is it numbness? Overwhelm? Paralysis? A general sense of “well obviously, but what exactly can I do about it?”

What aspects of our present world do you want to no longer exist in the decades to come? What alternative can you build towards? What needs to be true today to create that future?

When 70% of young people report feeling worse after spending time online, that's no longer a niche experience. That's pretty massive design failure.

There’s real opportunity in designing systems people can connect and benefit from within, instead of just consuming from. That can look like circular supply chains, mutual aid models, or shared ownership platforms.

It will feel messy. It will take time. And best to start small. But it’s something we can build - together.

“Everything starts to look like everything else—not because of shared meaning, but because the system demands it.” Kyle Chayka, Filterworld

What if the most powerful strategy isn't having all the answers, but asking better questions?

The case for rebooting our perception of the word left in 2010. Language shapes reality. Our vocabulary choices influence perception, which drives behaviour.