We are Imagineers.

Physics has shown us the universe is not constructed merely from matter, but from the information. Put simply, the science goes, "What defines things is their capacity for communicating or exchanging information with other things." In nature, the processing, storing, and communication of information is what enables life to emerge.

In the same way as the universe is a collection of particles and information, your organisation is a collection of people, materials and information. Modern, effective companies incarnate this truth and build highly portable, understandable, and meaningful information throughout their business model.

At first viewing your business as a holistic entity might sound esoteric, but think about it... it is precisely what it is. What parts are not an arrangement of information, materials and people?

Most businesses are composed of tacit knowledge, which is the knowledge that hasn't been captured or organised, except inside people's minds. Tacit knowledge is only useful if the person who holds it is present. If they leave or are absent, they take what they know with them. Goodbye.

How often do things break down because of a lack of knowledge? How much waste is created simply by people not knowing? In a world polarised by artificial intelligence, one thing remains true. Regardless of whether it is human or machine intelligence, what matters is what we know and how we share it.

Explicit knowledge is when information has been organised, codified, and can be used for a specific purpose. This allows for the creation of super-effective people and machines who share an understanding of the world. Companies that focus on how they organise, code and share knowledge massively outperform those that don't. To truly harness AI, organise knowledge.

It is a mistake to think that technology is the focus of digital and business transformation. Transformation is about people. People need reasons to change. They need to buy in, to want to change. How many times have you thrown a new system into the mix, only for no-one to use it? What was the point?

Transformation is a kind of innovation, where new things are adopted and implemented effectively, and at speed. It works best when it is focused, disciplined, continuous, and wide-reaching (not done in silos).

Because transformation is a human process, it is a choice. This fact tells us then that what we really need to focus on is building a culture and environment where people are open to change. Culture is how we exist in the world. It is a shared set of values and behaviours. It is what unites us in thought and action.

Innovation can be as simple as arranging things differently. Remixes are a form of innovation. They take things that came before and they build on them, often in unique and interesting ways, evolving the original material in meaningful ways.

At Imagineers we've remixed the agency model into a studio of senior leaders, designers and technologists, and designed our business to be all the things we promote in this manifesto. The closest comparative organisational model is probably modern special operations forces: small teams of highly motivated people, each chosen specifically for their skillset on task, laser focussed on achieving the mission.

Flat hierarchies and collaboration with a diverse range of leaders eliminate groupthink, echo chambers, and myopia from traditional business strategy, and result in organisations explicitly designed for exponential outcomes. Our philosophy is: "We don't consult. We unite." We don't need to tell you the future is coming (but it is). You've got two choices in facing it: react as it happens to you, or Imagineer it to your advantage.