Tim Stock is the co-founder of scenarioDNA, a strategic foresight consultancy that marries consumer anthropology with data science to measure and understand the ideological dynamics impacting society. He is also the co-inventor of a patented methodology called Culture Mapping, which helps companies develop strategic frameworks that support their growth and sustainability. In this Fika break, we talk to Tim about about culture, ideology and the impact on innovation, organizational design and the importance for companies to be “living,” and how cultural trends are affecting companies today.