Lucy Ziegler

In this insightful conversation, Lucy Ziegler, founder of TBD Futures and former McKinsey design strategist, explores how to blend industrial design and strategic foresight for better decision-making. She reveals why traditional forecasting falls short and underscores the value of human-centric design thinking. Lucy shares how organizations can turn uncertainties into opportunities through scenario planning and fosters a long-term vision beyond quarterly pressures. A captivating case study highlights how an electric vehicle company transformed market uncertainties into effective strategy.