Why Brands Should Embrace ‘Constellation Thinking’ in Finding Their Purpose
Companies and brands have used keywords such as pivot, reset, reevaluate, and restructure to signal change. However, Michael Ventura, an author and creative executive, wants them to try a new approach.
Kicking off the final day of this year’s edition of Brandweek on Thursday, Ventura shared applicable insights for organizations at an inflection point, noting the benefits of what he calls “constallation thinking.”
There’s no one-size-fits-all approach to brand values and purpose. So all the components together, inner-self, outer-self, and everything in between, are collectively the components of a constellation.
In his upcoming book, “Constellation Thinking,” available from Authors Equity in 2027, Ventura talks about these constellations and his philosophy for navigating them.
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