Ahead of the Curve | Marco Bevolo

In this episode, I chat with my good friend Marco Bevolo:Futurist for change. Exploring the fuzzy front of innovation to extract and structure new value for brands and society, internationally. Uniquely combining: 10 years in the Italian Creative Industry; 10 years as corporate management; with 10+ years as independent consultant and academic researcher. Services: a) foresight and futures for international corporations; b) change management for Small Medium Enterprise; c) brand visioning and values for startups and scale ups.In this episode, I focus on working with the future with guest Marco Bevolo, a strategist and academic with a diverse advertising, design, and foresight background. We discuss the importance of understanding consumer trends, brand strategy, and foresight in shaping the future of marketing. Marco shares his journey from advertising in Italy to strategic design at Philips Design and his current focus on academia and consulting. The conversation covers defining weak signals, developing scenarios, and the foresight process's impact on innovation and communication. The role of talent, trained judgment, and tools like AI in foresight practice is also explored, providing valuable insights for marketing professionals and entrepreneurs.In this Episode:00:00 Introduction 01:01 Meet Marco Bevolo: A Journey from Italy to the Netherlands 01:36 Marco's Career at Philips Design 06:23 Transition to Academia and Consulting 08:55 Understanding Foresight and Future Studies 17:44 The Role of Weak Signals in Foresight 21:42 Building Scenarios for the Future 32:00 From Concepts to Market: The Foresight Process 36:25 Foresight in Communication and Strategy 45:54 The Human Element in Foresight 48:21 The Role of AI in Foresight 55:09 Conclusion and Final ThoughtsThank you for reading Growth, Brands, and More. This post is public, so feel free to share it. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe