Time Cones

In my branding practice, it’s become commonplace for me to refer to timelines as “time cones.” First devised by Quantitative Futurist Amy Webb of Future Today Institute the time cone focuses near-term efforts into manageable, meaningful actions and allows for long-term goal-setting to start broader in scope only to become targeted as time and effort draw closer. This framework allows for deeper, more meaningful measurements of certainty and allows anyone within an organization to chart the actions that will lead leading to a systemic evolution of an organization. You can read more about this planning approach in HBR.