by Tim Stock, Managing Director, Scenario DNA, US

Think of semiotics as the elixir for big data. It is the new design thinking. It’s a way to make order of the chaos coming at us. Looking for context turns the framework of semiotics into a science more akin to epidemiology. Going forward, ideas and innovation need to synchronize with new signs and signals. Perpetuating the signs we already know and are comfortable with is not sustainable. This presentation examines the methodology of culture mapping and its use in structuring cultural signals.