The Dream Cafe: Lessons in the Art of Radical Innovation

IIMAGINATION

The Age of Imagination

We have coined the term ‘the age of imagination’ to describe the paradigm shift that has moved the purpose of brand participation from practical functionality to inspiration opportunity. We believe that ‘the age of imagination’ is the latest in a long line of zeitgeist shakes that periodically change the way that we think about the world. Each moment of realignment profoundly influences how we create and consume the stuff that gives our lives meaning and momentum.

Applied Imagination

We call The Dream Café an ‘Imagination Agency’. As such, the term ‘applied imagination’ summarizes the core of our strategy for empowering our clients to participate in and benefit from the art of radical innovation. Our embrace of the imagination is designed to contradict and compensate for the overwhelming dominance of rational and incremental process in the business world. We encourage and enable our clients to enter the age of imagination so that they reap the benefits of their latent ability to think and do unpredictable things in unpredictable ways.

A Gap in the Market

Although the age of imagination's impact is already being felt, there is little evidence that business is investing in the kind of radical innovation that will enable it to keep pace let alone driving the agenda. This may well be because imagination is not a commodity that has formal status ...