Martin Reeves, chairman of the BCG Henderson Institute and author of The Imagination Machine, dives into the art of storytelling and its vital role in strategy. He shares how a good strategy isn’t just a plan—it’s a compelling narrative that inspires action. Reeves introduces a six-step framework for enhancing creativity and emphasizes the importance of reframing ideas. They also discuss how the simple 'like' button has reshaped our digital interactions and its implications on communication and influence in today's world.
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insights INSIGHT
Strategy as Motivating Story
Strategy is a story that begins with the present and aspires to a different future.
Effective strategy storytelling motivates action, not just informs.
volunteer_activism ADVICE
Power of Questions in Strategy
Use questions thoughtfully to engage others and shape strategy.
Good questions guide inquiry, foster creativity, and build momentum.
volunteer_activism ADVICE
Six Steps to Harness Imagination
Cultivate imagination systematically by embracing anomalies and challenging assumptions.
Spread ideas, codify them, and repeat the cycle to sustain innovation.
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How to Spark New Ideas and Create Your Company's Future
Jack Fuller
Martin Reeves
The Imagination Machine explores how imagination can be systematically cultivated in organizations to drive innovation and transformation. Drawing on insights from neuroscience, psychology, and business, the authors provide a structured approach to generating and implementing new ideas. The book emphasizes the importance of imagination in navigating complex business environments and achieving paradigm shifts.
Great strategy starts with a question—and a story worth believing in.
A good strategy isn’t just built—it’s told. For Martin Reeves, chairman of the BCG Henderson Institute and author of The Imagination Machine and Like: The Button That Changed the World, strategy and imagination are both deeply communicative processes, rooted in storytelling, curiosity, and the courage to reframe assumptions. “A strategy is really just a special kind of story,” Reeves explains. “It begins with the present and aspires to a different future—it’s fiction made actionable.” To bring that fiction to life, leaders must involve their teams in a co-creative journey and use thoughtful questions to shape not just ideas, but belief and action. In this episode of Think Fast, Talk Smart, Reeves joins Matt Abrahams to explore how communication fuels strategic thinking, innovation, and organizational reinvention. He outlines his six-step framework for imagination—from embracing anomalies to codifying and continuing ideas—and underscores the role of reframing, deep listening, and even levity in solving complex problems. Together, they unpack how a single “like” button changed our digital behaviors—and what it teaches us about influence and attention today.
(10:36) - The “7 Cs” of Imagination and Communication
(12:08) - Reframing as a Creative Tool
(14:11) - The Like Button: Origin and Evolution
(16:14) - Brain Chemistry Behind Digital Liking
(18:12) - The Final Three Questions
(22:59) - Conclusion
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Think Fast Talk Smart: Communication Techniques 
