Jempi Moens took us through his world of futurising. By showing companies big underlying trends in society he “shows� them the future. The cases he has been involved in are examples of how thinking out-of-the-box can help revive failing brands and help develop seemingly saturated markets. Thinking of Cup a Soup as instant soup is totally different than thinking of it in terms of salty coffee. A changed perspective can help a lot. Thinking of Pritt in terms of paperglue is totally different than thinking of Pritt as loving paper: then everything that has to do with paper becomes a possibility. This is also what Cornelis says: the phase of communicative selfsteering that we are entering now, is all about possibilities. The possibilities exist out there, we just have to learn to discover and see them. That is why being able to look from different perspectives is so important. With your own eyes you see many things, with a microscope you see many different things and the same goes for a telescope. Every point of view or perspective sheds a different light on things, but also has its own blindspots. Isn’t this one of the most important insights when working with experiences?

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