The Orthogonal Bet

Nick Foster on "Could Should Might Don’t"

Oct 29, 2025
Nick Foster, a renowned designer and futurist who has shaped future-oriented design for major brands like Dyson and Google X, discusses his book, *Could Should Might Don’t*. He explores how organizations engage with futures design and the common pitfalls in forecasting. Foster introduces his taxonomy of future-thinking, emphasizing the need for balance and intentionality. He shares insights on using science fiction effectively and advocates for a grounded approach to envisioning 'the future mundane'—making futures relatable and realistic.
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INSIGHT

Design Career Fueled Futures Curiosity

  • Nick Foster became a futures-focused designer through product work at Dyson, Sony, Nokia, and Google X over ~25 years.
  • His background shaped a curiosity-driven approach rather than a manifesto-led agenda.
INSIGHT

Futures Seen As Luxury, Not Core

  • Futures work is often seen as a luxury or novelty inside companies despite being existential to strategy.
  • Foster argues it should move from whimsical to tactical and integrated across organizations.
ADVICE

Sell Futures By Pull, Not ROI

  • Offer futures work as a pull, not a forced ROI pitch, because upstream work rarely ties to immediate KPIs.
  • Use design to build culture and communicate visions that win buy-in over time.
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