Imagination is a discipline, not a vibe
Imagination is more than creativity; it’s a structured practice that improves strategy and transforms ideas into impact.
Chris McKibbin, Principal Consultant
Most people talk about imagination as if it’s an effortless creative spark—a flash of brilliance that arrives fully-formed. Some people have it, others don’t. But in reality, imagination that drives real change takes discipline. It lives in the hard work of reframing problems, interrogating assumptions, and exploring possibilities that aren’t obvious at first glance.
This is where most teams stumble. Not because they lack creativity, but because they’re drowning in technically-correct answers shaped by one perspective, one methodology, or one narrow brief. When imagination is treated as an ‘extra’ versus a core input, outcomes default to the familiar: safe options, incremental improvements, and ideas that look defensible on paperbut don’t move the needle.
Real imagination–the kind leaders need today–demands diversity of thought, deep expertise, commercial judgment, lived experience, and the patience to sit with a problem long enough to see something different. It’s structured exploration, not free-form creativity. This level of discipline gives imagination direction.
This matters more than ever in the AI era. Tools can give you quick answers, but they can’t tell you if you’re asking the right questions. Imagination is what ensures technology is directed toward possibility, not just efficiency.It’s the difference between improving the current mode land reimagining what the model could be.
At Avencera, imagination is both a talent and a method. We combine sharp insight, discipline dreframing, and collaborative creativity to uncover what genuinely moves an organisation forward, then pair it with execution smarts—so the ideas hold under real-world pressure.
In a world shaped by AI, the ability to explore new perspectives and imagine different possibilities isn’t effortless—it's hard work, and it’s vital
