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Simulating tomorrow: how Coca-Cola used future twins to innovate for 2030

Thomas Troch | Human8 Head of innovation
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Timing is one of the biggest predictors of whether an innovation succeeds. When entrepreneur Bill Gross analysed more than 200 start-ups, he found that timing explained 42% of the difference between those that succeeded and those that failed. Yet most innovation research still asks people today to judge ideas that will only reach the shelf years from now. 

Together with The Coca-Cola Company, we at Human8 and our cultural strategy consultancy Space Doctors explored a different route. 

We built digital twins of real consumers and placed them in five possible future worlds. The goal was never to predict the future. It was to help the team make more confident decisions about the futures they might have to win in.  

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