Dr Max McKeown is a visionary, and influential presenter who reveals insider knowledge, gleaned from twenty-five years’ experience consulting for Pfizer, Topshop and Sony, amongst many other major global brands. In this conversation, we talk about how to find your next big idea, what role strategy plays in your ability to create the future you want and what scenarios could emerge if culture and strategy really sat down to have breakfast together instead of trying to cannibalize each other.