The Crucial Art of Cartography.

We’re encountering a deep crisis of meaning in the Western world, evident through widespread mental health issues, addiction, and a prevailing sense of uncertainty and anxiety.?

You might wonder why I delve into such murky waters? Rest assured, there’s a profound reason. The answer lies in understanding what it means to be "lost"—not knowing where you are or where you're headed. The antidote, unsurprisingly, is a map.?

Maps, in their essence, are not just tools for literal navigation but are vital for strategic planning across all aspects of life. Whether it's the military general using a geographical map to strategise over terrain or businesses navigating market complexities, maps guide us through unknowns. They help us understand our environment, be it through identifying consumer segments in business or recognising the physical challenges in military campaigns. Within a known framework, intelligent action and creativity are possible.?

The true power of cartography lies not only in navigation but in its power to reveal opportunities, such as the proverbial "gap in the market" that is only apparent when one understands the landscape fully. This insight becomes particularly relevant when considering the Western value of individual freedom, which, whilst enabling autonomy, often erases the societal "maps" that guide us, leaving many feeling lost.?

Maps, correctly understood, are liberating forces.?

Traditional societies, on the other hand, maintain these maps—social norms, traditions, and expectations—resulting in arguably better mental health outcomes. This doesn't mean that maps stifle creativity; in fact, they provide a framework for creativity to flourish. The most iconic brands didn't ignore the conventions of their categories but mastered them so well they could innovate meaningfully.?

In other words, embracing cartography is not about limiting potential but about understanding the terrain on which we stand and navigate. Our world has been mapped in countless ways, from market analyses to ancient wisdom. Our only job is to gather these sketches, layer them, and try to build as clear a picture of reality as possible.?

Then, and only then, do we act.