Wacom Brand Story
Keshen Teo of Pajama in London presents his views on Branding and explains his thinking behind developing the brand for Wacom.
Ric Welcome to The Art of Making Marks and thank you for joining us. Could you please introduce yourself and tell us some of your thoughts about developing great brands and how you developed the new Wacom branding?
Keshen I’m Keshen Teo, founder of the business Pajama. When asked to look at the branding for Wacom, I was deeply excited because I had always used Wacom products. Wacom came to me by accident some years earlier because I was playing with the software application called Painter as I was always interested in painting. When I tried using a Wacom pen/tablet I thought that it was just an amazing product. Suddenly I was able to paint on the computer and I was able to make changes that I couldn’t do when I was using real paint and so I was very excited. When looking at the issues that Wacom face now and in the future I could see that clearly their technology is moving into all sorts of areas, and possibly even beyond the pen. Therefore I thought that it’s important for Wacom to think about future technologies in terms of the five senses. How will people enjoy technology in the future and create things using their five senses? So that was the starting point and because of the pleasure that I got from using my Wacom pen/tablet. It almost felt to me as though I could smell the paint while creating the sensation of making something real. So I decided that the notion of embracing the five senses is important. When it came to actually creating the symbol I didn’t want it to be about paint technology necessarily but something that encompasses that notion of using the five senses and also of breaking boundaries. Allowing people to break boundaries and for the organisation to do the same as well, reaching out to different kinds of experiences, so be it touch or even smell and taste. But that’s maybe just looking way ahead.
So the symbol I thought wants to express the excitement one gets from the product. It’s almost a child like excitement from using a Wacom pen/tablet. You just have to say wow, I really want to do something amazing with this. So that kind of child like excitement is part of it and there’s also a little history about being in Japan that inspired me. I spent about seven or eight years working in Japan on and off, and I was inspired by the use of images that looked a bit child like. Perhaps in the Western world, people want things to look quite clean and professional looking but I was very keen to make something that may even be viewed as slightly jarring and not quite so clean cut. So in a way it’s not like the Apple symbol, and I wasn’t trying to create a smart looking ‘swoosh’ but something jarring, breaking through and looking a bit like a human being saying ‘Wow it’s an amazing day!’ kind of thing.
So I wanted something that had a certain raw energy that could live in different worlds. I think that this brand has to live in different worlds, whether it’s sci-fi or painted worlds, or the world of just writing love letters, or the world of enjoying different kinds of experiences. So it’s about reaching out through all your senses so that you can feel more through this, you can see more through this, and you will want to make your special moments through this.
Ric Fantastic. The mark you came up with can tell many stories. It bounces around, it’s noisy, it’s friendly. When I saw it for the first time, and having been very closely connect to the original Wacom logo, took me a little while to embrace. However it came to life for me when I saw it animated. The character in it you describe, expressing itself in various worlds, caught in a frozen moment brought it to life for me as being fluid and alive.
Keshen It has a certain kind of ‘Manga’ DNA in it, although it doesn’t need to have eyes and a nose and a face on it. I think sublimely I was inspired by some of the things I’ve seen in Japan. I’m just so fascinated by how people in Japan like whimsical, silly things that often mocks life. The Salary Man for instance, where the Salary Man does push-ups, and it mocks the traditional stereotype. I don’t know who buys the toys and for who, but it just looks very funny to me. The ‘Lazy Panda’ which kind of stacks up together and it can just flop down. I like the way people think of forms as tactile and interactive, as if these things have real gravity, you didn’t just draw them like they are perfect Disney toys, but these things have real emotions, whether it’s sloppy, whether it’s lazy, angry, etc.
Ric So the world can have an effect on them just as it does with us.
Keshen Yes, and these toys have all those full emotions, it’s like we don’t have to make toys anymore which are just perfect and sweet and just for children. So that in a way kind of inspired me to make something that had some rawness, and encompasses emotions. I was quite keen that there was a Japanese feel to it, which actually forms a lot of my inspiration. I knew that if I drew from that inspiration I would make something that at least you’re going to say what is this and be slightly uncomfortable with it at first. In a way it’s a good thing to make something that people will sit up and notice and not say well that’s just another nice clean corporate logo which looks like it fits in with all the other technology brands, a clean and smart looking ‘swoosh’.
Ric Could we for a moment take a little back step so that you can explain some of your views on branding and describe to us your process in getting to this mark?
Keshen I think a successful brand needs to start with a strong idea. I think the idea then needs to impact on the internal culture of the organisation. It should impact on the way you communicate, it should impact on the way you think about your products, and it should impact on the way you think about your environments. So I think in a sense a brand is holistic, and if you have a strong idea, then your idea will inspire change in the organisation.
Brands have to be simple for people to get it, and it has to be true. It has to be true in a sense that it needs to inspire real actions. It has to inspire people internally to do what feels right and good for the company. Equally it has to be true for the people using it, to feel that it wasn’t just marketing and that they deliver on the promise. The product is actually amazing. So what you project is this exciting image. The exciting world of Bamboo needs to be real to the person using it and that you don’t get a kind of disconnect to say ‘But actually it’s not what it says on the tin!’ So I think it’s important to be truthful, and to focus on the quality of a product. And I think what’s good about the Wacom product is that I think it’s always delivered on its promise. So the brand carries the excitement and the promise of quality and the actual product needs to deliver that excitement and the promise of quality as well.
Part of the challenge for many brands is to work with good partners and the right partners. Sometimes partners may not help you to deliver, and may actually affect the way people see your brand. A classic example is Apple Computer. Occasionally it blames Sony for overheating problems or something but I think Apple is a strong brand in that even with technical glitches it gets through it fine. It builds a very strong relationship and loyalty with its customers. That loyalty is on so many fronts, it’s just the whole aura of the brand and the philosophy of the brand and that is so deep. I think everybody gets it that there ‘is’ an Apple philosophy. That brand essence is what people understand and I think that people will forgive you occasionally. Brands, companies are like human beings, we make mistakes. So I think that when it comes down to partnerships, and partnerships actually not delivering for you, it’s even more important therefore that you have a brand that’s rooted in meaning and philosophy that people understand and really like to engage with. So that when you make mistakes, because there will be times where there are some technical glitches, people forgive you. You then say sorry and here’s a little something back. That’s why I think it’s important to build a brand holistically, to think in terms of its values and its meaning, and that you build a strong relationship with your customers, and so they stick with you.
So brand isn’t just for the sake of tarting-up or updating yourself, although a lot of companies do think in terms of that. They might think they are slightly out of date and need to upgrade their look. I think if a brand is really true and strong, it will inspire people to change. What I feel about Wacom is that there is a lot of appetite for change and there is a lot of appetite to embrace the holistic concept of pushing the boundaries of interface, so that people can make better use of technology to create things, to enjoy things, to have fun, and to do things which are interesting and fun. Therefore Wacom needs a strong idea that will inspire them to innovate further and to push the boundaries and so on.
Ric Ok so what about the public’s engagement with the brand, from a public view what is the perception of the brand?
Keshen Well first of all I see the brand as something that needs to inspire people to change, to do more to innovate. Equally it should encourage and inspire them to do more and to go further. Actually in terms of the current Wacom products at the moment, they do actually push people to go further, and enable people to break through on their everyday tasks and to go a bit further with it. So I think that sense of being able to inspire people, go further and to break through works both internally and externally. I think it’s important to see the brand as something which has the same message both inside and outside, pushing people internally to go further, to find new ways to innovate with better products, and inspiring users to do more with it, to have more fun, or to push their work to a higher level.
Ric So in the process of unearthing the requirements and hidden knowledge, delving deep into Wacom as an organisation and its various components – what was that journey like for you? You would have been aware of Wacom obviously from a customer point of view, and maybe you had a limited view from within the organisation at the beginning, but then of course the branding process takes you down into the gunnels of an organisation, to come back out with a holistic view. Are there any interesting stories that you’d like to share with us from that journey?
Keshen I think Wacom is truly a global company, in the sense that we’ll sit down and decide what Bamboo looks like and what the packaging looks like with all the country representatives present, so everyone brings their own points of view to the table. I witnessed collaboration on a multinational front, which is interesting for me. I think every market has their own taste and issues, and every market presents different views. Our task was to then take on all those views and distil them without compromising. When you listen to a lot of views you can compromise the views and actually come up with something which looks like it didn’t go as far as you want it to. Some markets want it blue when another market want it orange. I think in the end we managed to get a very good working relationship with all the markets together, and I enjoyed that It was very lively debate and everybody was able to speak their mind – I think that’s a good thing.
Ric Is there a bit of a flavour of that also in the concept of the logo?
Keshen No, actually the logo wasn’t done in an ‘everyone speak their mind thing’. We presented three routes with a lot of options, and then I presented the case for the final design and said why this is different from the other three routes. I think then everybody bought the argument, and I think most importantly they understood the challenge that Wacom faces, and how the world is very different now, and what are the future challenges for Wacom. Because of all that they went for this solution. The argument was clear and simple and it wasn’t about saying why wasn’t it going to be a butterfly or a frog; we did have a frog at one stage. And so then it becomes clear that this is the right thing. A much more difficult thing was actually deciding on the packaging. Packaging is a very market-focussed exercise – every market has their own requirements but in terms of the branding process, I think that’s been quite simple. Deciding on the word Bamboo was much more complex. It was a complex process of deciding whether it is a good name or not. It was a huge debate about whether it is the right name, and different markets thought very differently about it.
Ric Also the challenge of getting a name you could actually use globally without copyright registration issues.
Keshen Yes exactly, what we could register. But you know my inspiration on Bamboo was from the Chinese character Bamboo. The word bamboo is part of the word pen – bamboo is the original pen, because the first pen was a bamboo stick with hairs on it making it a brush. Therefore the word ‘pen’ is the word ‘bamboo’ with the word ‘hair’ on it and that makes the word pen in Chinese characters. So I quite like the fact that it has the origin of pen, although not many people would know that. I just thought it’s quite nice to route it like that and just say Bamboo a new kind of ePen if you like. And also it just doesn’t sound like you would expect from a new Wacom product, it doesn’t sound so technical. I think it’s a very good mainstream proposition name.
Ric It’s not a Millennium 3000 or something like that. [laughs]
Keshen Exactly. It hasn’t got a number behind it, and it just wants to say ‘hey this is really simple to use.’ Of course there were many other naming options so that took the longest time to decide.
Ric Please tell us a little bit of history about you and your other projects?
Keshen I spent 13 years at Wolff Olins as creative director, and then I founded Pajama three years ago. In that time at Wolff Olins I created the brand for Unilever, I created a brand for a country called Liechtenstein.
Ric Wow, you branded a country?
Keshen Yes I branded a country.
Ric Are you an honoured guest if you ever go there?
Keshen Yes, some of the people still remember me. I met the prime minister and their principality, and yeah it is a very sweet and nice country. And I’ve also branded the mobile phone operator in Spain and most of South America; Telenor, which is another mobile phone brand in Norway, Sweden, Denmark, Pakistan, Bangladesh, and some eastern European countries, over 13 countries. So those are some of the bigger brands that I have created.
Ric Is your approach similar each time when you engage in the branding process? Do you work with each organisation in different ways?
Keshen Well the process is always through a series of interviews. It’s actually through talking to them that you try and get their sense of where the company is going. We find a way to then articulate a vision for them that would be challenging. The idea we create needs to be a challenge, it needs to be something that says ‘we are here!’ A new idea or vision needs to help take the business forward. Once you define that idea, you then think about the values that a company has to have in order to move forward which then forms a ‘Creative Brief’ that say how we will express that for them. And so in doing that process we make sure whatever we end up with has buy in from the people, and there’s an understanding that this represents where the company is going. If you didn’t go through that process, it’s easy for somebody at the end of the day to say actually it doesn’t feel right, because the company has not been through the intellectual argument to say why are we doing this in the first place, and what does it help us to achieve.
So yes it’s that engagement with the people in the company is very important. Sometimes we even talk all throughout the organisation, so that we don’t miss any points of view, which may not be from management. What the people think who are actually selling the products or who are making the products as well. So in the case of Unilever we asked the people in the factories who make the products how they thought and feel about the brand.
So a process of engagement is most important. And then I guess listening to everyone, and then playing it back to them, and saying have I encapsulated your ambition, your vision, well enough, and then when you present your creative solution, where is the linkage and how does it marry their vision.
Ric Just going back to the new Wacom mark for a minute how do you see it evolving over time? I just want to play with it now and animate it in interesting ways. [laughs]
Keshen Yes, you know I think it’s interesting to think about what qualities this thing should have. Should it grow up and down? Should it have soft movements? I don’t know! [laughs] You know what I’d really like to see is it in different environments. I actually would like to see it in an environment that it feels odd in. Because of the creative field that it sits in mostly, it should sit in any world, and actually have different behaviour since it is truly about the five senses. Yes I think it should have the ability to behave very differently in different circumstances. I think it’s about also the stretch of what it can do. Actually I think as a toy like thing I see it living in different virtual environment so we would like people to explore it very differently and I think that’s part of the adventure of the way we see this thing evolving and so it should have the flexibility to have different characteristics.
Ric Keshen thank you so much for being part of the Art of Making Marks. It’s a great pleasure talking to you.
Presented by Glenn Tsunekawa – Marketing Manager – Wacom Asia Pacific
David Spencer – Managing Director – Wacom Australia
Twenty-five years ago the internet was just getting started, there were no DVDs, people were still using VHS; a lot of things have changed, a lot of companies have come and gone but Wacom is still here and we’re still growing.
So we are celebrating a quarter of a century of providing the tools that creative professionals use everyday that enhance their creativity, that let them express themselves. And we are very proud of the fact that our tools have been used to create some very stunning work, for example Weta Digital, a company in New Zealand, used our technology in the production of the Lord of the Ring movies. Lucas Films uses our Cintiqs and our Intuos products to make the Star Wars films. We’re very big in animation with productions like the Harry Potter films, Batman, Superman, Happy Feet, Charlotte’s Web and the list goes on and on. Porsche and many other car manufacturers use our Cintiqs to design the cars we drive. We’re big in the fashion industry, architecture, engineering, and medical industries as well. We are very proud of the fact that for 25 years we’ve been providing creative professionals with the tools that they depend on.
But Wacom cannot rest on these laurels. We have had 25 good years but there is a lot more opportunity for innovation. We need to move forward as a company. So how are we going to do that? We recognise that a big part of our future lies in continuing to provide creative professionals with the tools that help them express their creativity but we also have to recognise that there’s other markets out there. There are business professionals that want to express themselves and communicate with PowerPoint and who want to mark up their documents. There are home users that want to personalise their chats or handwrite emails and they just want to interact with technology in a simpler way, in a more human way. And so we have to be a company that’s more about people and creativity. So we have this opportunity to address more people, to encourage people to achieve a sense of discovery.
And so, as we’re moving forward, as we’re trying to create new products for the future, we have to ask ourselves what’s in the future and what do people want? How are we going to create products that people need and can use? And so one of the things that we did was to ask a small panel of experts ‘what type of inventions would you like to see in the future’, and this is what they said
A tool or something concrete that makes the world a better place.
I don’t know what it is – Something that diminished our ability to kill ourselves
‘A spray that makes people laugh and forget being angry at each other’
‘An artificial heart that works properly’.
‘The flying car’.
‘A way of being in two places at once’
‘A computer that can gauge all the senses’
‘Skateboards, like that can fit 30 people on’
‘The perfect cup of tea’
‘A house that everything could get put away and clean itself’
‘A super powered jet that would run on compost and air’
The cars without petrol’
‘A bionic woman’
‘A machine that makes money once you slip paper into it and is legal.
‘Something to communicate with animals’
‘Chocolate that would never make you unhealthy’
‘Something that allowed me to fly without any contraptions on me’
‘Invent a machine that kind of put into a movie what you dream’
So you see it’s pretty challenging to create new products for the future. Some people want a perfect cup of tea, some people want skateboards that will hold 30 people, some people want bionic women. People want different things so we need to listen to our customers, listen to our market and then go from there. Make products and services that people want.
Okay. First of all as we’re moving forward I’m going to talk about our future strategy. And one truism that’s pretty obvious is that some things change and some things stay the same. And so what is changing? Well technology is changing. Technology is all around us now. Technology is in this very weird headphone that I’m talking into that projects my voice, to these projectors that project on the screen. It’s in our Cintiqs, it’s in our blue tooth devices that allow us to wirelessly connect to different appliances.
So technology’s evolving, it’s around us and it’s making our lives simpler, for the most part. But it can also make our lives a little bit more complicated sometimes. For example, at my desk I have this huge jungle of wires. Also in my house I have a stereo, air-conditioning, TV and cable, and they all have different remotes and sometimes I lose the correct remote control and so I can’t get things to work. So it’s a double edged sword. Sometimes technology’s making our lives easier, sometimes it adds complexity.
But what’s not changing? Well, people are basically staying the same. They have the same needs. People want to express themselves, they want to share, they want to connect with other people. For example, that’s why internet sites such as Face Book and My Space have popped up. These are the social networking sites where people can get together and connect with people, communicate with people. Also there are sites like You Tube where people can create their own videos, edit them and share. People want to communicate and express themselves. So we think that’s not changing and that’s true for young and older people.
And so moving forward, we need to be a company that’s more about people than just technology. We need to always consider the human element. Of course Wacom is dedicated to providing products that are at the cutting edge of technology. We need to be a company that creates products that inspire people. Also we need to branch out. We have what we think is an iconic product line in our Intuos and Cintiq. But these kinds of products appeal to a niche audience. These are professional tools. We need to be a company that makes products for everybody. For example Apple, when they were first starting out, one of their main product lines became the Power Mac. It was a great product but it was kind of specialised and had a smaller niche audience. But then they evolved, they made the iMac and then they made the iPod and the iPhone. They made products for everybody. These products became what we call iconic products, you hear the name iPhone or iPod and you know that’s Apple and that’s for everybody.
And so what is Wacom about? Well we think Wacom is about bringing people and technology closer together, that’s our vision. In French we would say that’s our raison d’etre, that’s our reason for being. And that’s kind of what we base everything that we do on. In fact our vision statement is that we enhance people’s experience of life by creating harmony between people and technology.
So, 25 years ago when Wacom was founded, how did we come up with the name Wacom? Well ‘Wa’ is the Japanese word for harmony and ‘com’ was short for computer. So harmony with computers. Now the ‘com’ can even be community. So we create harmony between people and the community, technology and the community. And so we are about making technology more human, natural and intuitive. That’s our mission, that’s what we need to do to achieve our grand vision.
We are a company that provides the tools for inspiration to help the world become a more creative place. It kind of goes back to what I was talking about earlier. We need to create tools that inspire people to be creative.
And our mission statement is that ‘we strive for global market and technology leadership in intuitive natural user interface solutions’.
Okay, so we have these grand visions and missions but how do we make this happen, how do we achieve these grand ideals? Well what we did was, we formed a committee and we brainstormed and discussed what is the essence of Wacom? How can we identify ourselves and move our company forward? What’s the soul of Wacom? And we also hired a very expensive brand agency to help us develop this identity as well.
And so we came up with these four words. After a lot of discussion we realised that we could distil the essence of our company into just four words ‘open up, sense more’. And as I go on I’ll tell you why we think this is relevant. ‘Open up, sense more.’
It’s kind of a new way that Wacom is going to be communicating inside with our employees and with our partners and customers. It’s going to be about a company that is dealing with technology in a more human way. And so we came up with this whole new brand identity and to celebrate this discovery we came out with a new logo as well. I’m sure you’ve seen it, it’s on the cover of this book, and so this is the new symbol for Wacom that expresses the ‘open up, sense more’ ideal. Yes, as you can see, it’s very colourful. It almost looks like it’s moving even though it’s a static image. Some of the points are longer than others. Also it plays well against different backgrounds. It looks good against black and white but also against purple and against different coloured backgrounds. And so we think this is a good way to move our company forward. More colour, more energy.
What’s the inspiration behind ‘open up, sense more’? Hundreds of years ago Leonardo Da Vinci, the great painter and philosopher and overall genius was talking to some of his art students and fellow painters and he encouraged them just to look at walls. Look at an ordinary wall – maybe it has some moss or some rust on it or some dirt and if you stare at parts of the wall long enough he said that scenes will emerge. If you just look at normal things long enough, and sometimes in a different way, things will appear. And so his students would stare at the wall and eventually images would come to them, inspiration would come to them.
Also the great poet, William Blake once wrote ‘To see a world in a grain of sand and a heaven in a wild flower. Hold infinity in the palm of your hand and eternity in an hour’. So what that means to me is that in everyday ordinary things there could be whole new worlds out there that you didn’t really recognise before. For example, in a flower you might see a heaven, in a grain of sand there might be a whole world in there and so you need to look at ordinary things in a different way, through different eyes and you can become inspired.
So ‘open up, sense more’ for Wacom mainly it’s been about the senses of sight and a little bit of touch, but we have five senses and Wacom needs to address all five of those senses. So we again asked our panel of experts, what do you think the future is going to sound like? Because Wacom as an interface company, we’re going to be into all different types of interface technologies and addressing all the senses. And so this is what our friends thought the future is going to sound like.
So what do you think? What’s the future going to sound like? Chicken noises or humming or whooping. Is it the sound of silence?
It’s someone’s mobile phones ringing at an inappropriate time.
So they are the things that, as a company we need to consider. And so ‘open up and sense more’ it’s about opening up to new experiences, it’s about opening up your mind and looking at things in a different way. Maybe looking at things through a friend’s eyes. And sensing more, meaning to open up your senses, be more aware and then let things affect you, kind of let things come to you and then you’ll be able to enjoy life in a more richer, more colourful way. And you will be able to experience life in all its vibrancy.
Wacom is changing we’re going to be in more colourful company. We’re going to express ourselves in different ways, using different words and different language, different advertising ways and so I’ll show you some of those examples in a minute.
And so in the future you might see Wacom, the Wacom symbol juxtaposed against a purple jellyfish. As I mentioned earlier the Wacom symbol plays very well against coloured backgrounds. So this is a possible investor relations pamphlet of the future or just a booklet. Our Wacom symbol looks very interesting against the multicoloured backgrounds.
And this is an example of a future outdoor billboard, in fact there’s a representation up here on canvas with a very interesting phrase ‘open up you mind and your inspiration will follow’.
But we have this new brand identity but we still need products to sell. Our shareholders would not be very happy unless we make profit and sold and have revenue. Also our distributors need products to sell as well as our resellers. And so as a company we’re going to be moving into new technologies. We are going to be looking at new markets and we’re going to be a more global company. Our new products such as Bamboo Fun and Bamboo are global products. There are slight regional differences but they are available all throughout the world in Europe, the United State, in Japan, all of Asia, in China. And so Wacom is moving to be a more global company.
Here are some statistics. There are about 6 billion people on earth and 2 billion PCs. There are about 200 million new PCs every year and about 3 million new users of Wacom pen tablets. And so there’s a pretty big gap between the number of pen tablet users and the number of new PC users. And so we need to figure out how to bridge that gap. And so one thing that we need to do is we need to listen to our customers, find out what they want. And one of the things that they want is they want technology to be simple. It kind of goes back to the remote control and the wire jungle. People want to interact with technology in a simple natural way. About 15% of the people that we surveyed said that technology made them happy. And in Germany is it… Europe 32% of the people were very loyal to brands and so if you take some of this data together we need to make products that simplify people’s lives, are easy to use, and make people happy and we need to build a strong brand.
And so we need to build products that are for everybody. And so what is the first product that we made, that we think is a mass market product for everybody? It’s Bamboo. So we have Bamboo and Bamboo Fun now. And the Bamboo line, it’s all about expressing yourself, it’s about personalisation, it’s about being colourful, it’s about flowing lines, kind of an organic feel, it’s about expression like the little happy faces. We think that Bamboo is technology the way it’s supposed to be, simple, clever and easy to use.
In short more natural, more human and more you. The ‘you’ part is all about personalisation and expression. The timeline for the original Bamboo is ‘make your mark’. And we think that’s clever in two ways because ‘make your mark has two different connotations. One, if you’re using Microsoft Office, PowerPoint, Excel, you can mark up your documents. But also ‘make your mark’ means to make a mark on society, to make a difference and we feel that with Bamboo we’re empowering people to make a difference.
Thousands of years ago we heard that the first pens were actually made out of Bamboo. They were Bamboo sticks with fur, maybe animal fur glued to them and then we could imagine that people dipped these primitive pens in some type of paint or wet mud and then painted the cave walls and that’s how they made early paintings. So that was the earliest pen and so we think that our Bamboo product is the pen reinvented for the 21st century.
If you compare Bamboo to our previous products we hope you find them to be a little bit more modern and stylish. Bamboo is for professional users, home users, for personalisation, for marking up your documents on any computer.
Bamboo Fun is all about creativity, drawing and painting and writing. And so with Bamboo and Bamboo Fun we think we’re creating new products for new markets for everybody.
We asked some people to close their eyes and say the first word that pops into their minds when we say the word future.
What’s the first word that pops into your mind when you think of the future?