I was struggling with The Future of the Internet last night (it’s a book) so I returned to Liquid Memory: Why Wine Matters by Jonathan Nossiter. The start of this is tedious, but once he gets going it’s great. I especially like the thought that Robert Parker (The American wine critic) has replaced one kind of tyranny with another in Bordeaux. What matters now is sweet, alcoholic, overly ripe and generally infantile wines.

Anyway, point of this is he has a nice line in the book, which relates to innovation and scenario planning (keep with me on this it’s worth it). He says that: “No idea exists until it is verbalized. If an idea is badly verbalized it continues not to exist.”

That’s why how people describe new products, services or scenarios is so vitally important. Indeed this is why the naming of a scenario is so critical.