I am grappling with a dilemma that's been bouncing around in my head for a while now: Future Ready or Making Impact? It's fascinating to see how our clients naturally fall into two categories.

Two type of clients, with two different questions or perspectives There's Client A, focused on preserving their current success and preparing for the future. Then there's Client B, in the midst of change, aiming to create positive impact and seeking guidance for immediate decisions.

Futures Ready and/or Impact Driven We've realized that both approaches are about crafting a Future Vision and making Wise decisions - just from different starting points. This insight has led us to restructure our materials, allowing them to be read the book for example from front to back (Future Ready) or back to front (Impact-driven).

Hybrid branding, especially in our digital space

The naming conundrum persists: Futures Academy or Impact Academy? Both have their merits and fill gaps in their respective markets. We're uniquely positioned to bridge these worlds, much like our 21-framework.

I briefly considered creating separate brands but decided against it. Instead, we're opting for a hybrid approach. Our digital presence will allow entry from either perspective, with users navigating a continuum between Future Ready and Impact-driven approaches.

Is this smart? I'm not entirely sure, but it aligns with our vision and design principles for now. Only time will tell if this hybrid strategy will resonate with our diverse clientele.