We have used a disruptive technique that we call ‘Shockwaves’  for number of years now. It’s loosely based on scenario planning and requires the invention of an extreme situation to get people to think about an almost unimaginable future scenario, and how they and their brands would respond to it.

I remember using the technique with a confectionery company. The Shockwave we introduced to ask the team to imagine that  sugar was treated as a harmful  substance and taxed in the same way as alcohol and tobacco. Despite initial incredulity, the team generated a range of interesting reponses.

Fast forward to today, when I’m reading the WSJ and an article catches my eye:

“Get ready for the War on Sugar – A team of scientists from the University of California, San Francisco, recently published a paper contending that sugar was toxic and addictive and should be regulated like alcohol and tabacco.”

Looks like I better dig out that workshop report…