What can sci-fi teach us about strategy?

In a galaxy far, far away there was an agency under attack…

Now that I have your attention. Let’s talk about sci-fi. I’m a bit of a sci-fi fanatic. From Interstellar to Space Odyssey to Star Wars to Westworld to Black Mirror, the truth is that sci-fi is the most original and disruptive storytelling genre there is. Which is why I’ve always looked at sci-fi movies and novels for inspiration.

So, inspired by the recent unprecedented success of sci-fi features like Dune II and Fallout, here are five lessons strategy can take from the world and success of the genre. 

Have a powerful nemesis 

All good sci-fi films have an evil nemesis more powerful (at least at first) than the hero. Star Wars has Darth Vader, Dune has The Emperor, Space Odyssey has HAL9000 and The Matrix has Agent Smith. Having a powerful nemesis is useful because it pushes the good guys to greatness. It gives them a big, audacious North Star to strive for and something to overcome. Equally, strategists work better when they have a nemesis to battle against. What might, therefore, be a useful nemesis for strategy? Well, for me, the biggest enemy is the greatest cultural tensions. From the rise of fake to the lack of representation across many facets of life and culture and more.

Opt for some Bandersnatch style

I’m a big Chris Nolan and Charlie Brooker fan, and one thing I love about their sci-fi pieces, from Tenet to Bandersnatch is that they have fluid storylines. The stories are highly original and take surprising turns. There’s much more magic in the illogical. Sometimes I worry we planners can be too logical (Spock-like, you might say) lean on rigour and data to justify their thinking, instead of casting a spell though the magic of creative strategy storytelling. Linear thinking is the easy, safe way, so we need to fight against it. There’s more beauty in lateral, non-linear, weird, surprising. In summary, don’t use data and rigour as crutches, use touches of them when creating a strategic story. 

Here’s to more thinking outside the lines, thinking “beyond roads” because “Where we’re going, we don’t need roads.” 

Use "the Force"

Strategy is a broad church and there are many and varied takes on what good looks like. Some think it's about learning a bunch of strategy frameworks, while others believe it's about reading every bit of effectiveness theory and marketing textbooks. While these are important, the most important skill for strategists is to master "the Force". The Force, as many of you will know, is a mysterious power that can be used to influence droids or even bad guys. The force when it comes to strategy can be equally powerful. What do I mean? Let me explain. 

The truth is that the "easy" part of the strategy is learning theory and frameworks, the hard part is making lateral connections, inspiring original thinking, influencing teammates and clients to do the brave thing. To become a "Jedi Master" of strategy you must really learn ultimately to master the "Force" of persuasion and “Let the Force guide you. Let it flow through you... Use that power, and your instincts, for they are one and the same".

Start a rebel army

Throughout my career, there is one learning that rings true more than any other. Strategy is very much a means to an end and no strategist works best alone. We are at our best when we work alongside, and closely with, our creative and account management partners. This tight-knit group works most effectively, however, when it operates like a rebel army. One that has each other's back, supports each and works together so that nothing gets in the way of great creative work.

Beat the machine 

AI is not new. It has been the most exciting, yet darkest, side of science fiction for decades. Today, however, AI is more relevant than ever before, as it moves from our screens to reality. From Ex-Machina to Westworld, artificial intelligence captures our imagination as well as summons our greatest fears. But AI struggles with thinking off grid, taking a leap into the unknown. Dreaming is a uniquely human and highly creative trait – as it was once asked: "Do androids dream of electric sheep?"

So one of the greatest things AI has brought upon us is that it has made creativity the next frontier of life, the next frontier of business. AI is spearheading creativity to become the most valuable asset of tomorrow. And true creativity should not be restricted to TV – or ads even. Creativity should permeate all parts of business, from innovation design to packaging to supply chain. 

So the last lesson I’ll leave you with is this: let your thinking go off-grid, take leaps and free your creative strategy thinking. Embrace AI to feed your thinking (Chat GPT is an incredible shortcut for stats and info) but trust your mind to make the original connections that AI will not. Don’t be confined to the lines of advertising. Our clients’ businesses can benefit from more creativity permeating every part of the business. Not just marketing. After all, "you mustn't be afraid to dream a little bigger, darling".

Raquel Chicourel is the chief strategy officer of TBWA London.