In the early 20th century, the Michelin Guide emerged as a revolutionary example of brand extension. Originally devised as a tool to encourage automobile travel (and therefore tire usage), the guide grew into an authoritative source for restaurant and hotel recommendations, creating a legacy that continues to this day.

In the hyper-competitive landscape of today's global market, businesses are constantly searching for new ways to create, capture, and sustain value. The traditional boundaries between consumer experience, brand value, and business growth are blurring, leading to the emergence of a new paradigm: Functional Integration. This framework synthesises these three critical elements into a cohesive strategy, enabling brands to build sustainable value, capture it effectively, and scale their operations.

Let's start by addressing the key questions: Does my business need an ecosystem? What is an ecosystem? Where do I get one? And is an ecosystem the same as Functional Integrated Thinking (FIT)?

Let's begin with the last question. A business ecosystem is the manifestation, or the byproduct if you will, of applying Functional Integrated Thinking (FIT).

The British idiom, 'the proof of the pudding is in the eating,' perfectly captures our methodology, emphasising 'doing' as the key to success. This approach resonates with various business case studies and experiments that highlight the importance of action, adaptability, and culture in a commercial setting.

Nicolas Negroponte’s “Being Digital,” published in 1995, is an essential read for anyone interested in technology’s application and its impact on us all. Nicolas’s predictions, both accurate and insightful, roadmap the seamless integration of technology into our daily lives.

Cities are the heart of human civilisation, engines of commerce and hubs of innovation. The concept of cities originated from the need for close-knit communities to facilitate trade and commerce. However, as these communities grew and evolved into modern metropolises, the problem of congestion became an inevitable challenge. An illustrious example of this evolution is the city of London.

Apple’s Vision Pro combines and blends together an array of innovative technologies and concepts, marking an undeniable paradigm shift in device design and functionality. Whether you’re a fanboy or a hater, the Vision Pro is undeniably reshaping our technological landscape. This then begs the question — what does this mean for the future consumer? Moreover, can we use existing models to discern the pathway forward?

The widespread ridicule of the Metaverse has always perplexed me. Perhaps it’s a consequence of its affiliation with Facebook, now Meta, or possibly due to Meta’s less than stellar announcement of their vision. Recently, amidst a spate of redundancies and subpar financial performance, murmurs that the Metaverse is dead have been growing. However, I believe many are missing the point: the Metaverse is far from deceased!

In today's digital age, businesses are transforming into interconnected ecosystems. Functional Integration, first outlined by Barry Wacksman, in his book Connected By Design, has become a key strategic model for this transformation.