How strategy and storytelling can reshape our relationship with problems.

The creative industry loves to talk about solutions. But what if our greatest asset is problems? What if the very thing we like to avoid — the thing we see as an unwelcome or uncomfortable obstacle to doing our most significant work — is, in fact, the most essential part?

In this talk give at The Design Conference (2024), FTP's Claudia and Arielle argue the importance of problems in our work and in the world. Drawing on their experience as strategists and storytellers, they explore what it could look like if we embraced complexity, sought out friction, and saw the potential in problems.

From complex challenges to compelling stories, Claudia (Strategy Director) and Arielle (Senior Storyteller & Strategist) are fundamental to guiding and defining the work of a globally recognised brand agency, For The People. As the strategy/storytelling leads on some of FTP’s most successful and awarded projects, the pair have formed an uncommonly strong partnership (and a slight co-dependency). With a shared desire to uplift unheard voices, unearth moving stories and unleash the power of problems, they’re the vital link between challenge and solution — allowing FTP to build brands that are honest, ambitious and always...for the people.