A Vision for the Decade


Where will your business be in 2030? AB’s Head of Strategy Matt Hinchliffe explains how to think ambitiously as we move into the new decade.

The start of a new decade. It’s exciting. Full of hope and possibility. New years start with the best of intentions: to leave bad habits behind, reach new heights and be our best selves day-in, day-out. Both at work and at home.

But things rarely change overnight. Meaningful and lasting change requires persistence, resilience and dedication. And importantly, an understanding of why change is important and the destination you’re aiming for.

Like Amara’s law, we tend to overestimate what we can achieve in the short run and underestimate what we can achieve in the long run. 

How to make a plan – and stick to it

So, how can you make change stick? In our experience, there are a few key ingredients that help.

  1. Imagine the future. What’s your vision for the decade? Where would you like to be in 2030? Not only does this give you something to stretch for, it’s imperative if you want other people to support you on the journey. The more clarity you can give this picture of the future, the easier it is for those around you to support you.
  2. Build a six-month plan of action. What are the things you can do in the next six months to help you move towards your future? Be realistic about what’s achievable given the resources you have. After six months, take another look at where you want to be at the end of the decade, and then plan the next six months.
  3. Introduce new routines, rhythms and rituals. These present opportunities to keep perspective, allow people to challenge and build on what you’re doing and feel part of the journey. They also help you to stay focused and maintain the right mindset. If you’re in the process of change, these are great ways to signal and symbolise the shift, and nudge everyone off autopilot.

We live in a fast-moving world. The landscape changes quickly, which makes short-term planning the default option. As we advise all of our clients, long-term value is never created through short-term thinking. There must be balance. And the start of a new decade is a great opportunity to think big.

So, as we enter the ’20s, be bold and be brave. Ten years is a long time – you can achieve more than you think.


If you’d like to keep up-to-date with the latest trends, give AB a follow on Twitter and Instagram or subscribe for our exclusive monthly email highlights.


Contact Form

Our privacy policy explains how we use any personal information we collect from you.

* Required Fields



Matt has over 10 years' experience working at global brand consultancies in London and Sydney including Interbrand, Landor, venturethree and Wolff Olins. He’s worked across a broad range of sectors from healthcare to technology and arts to utilities, working with start-ups like Just Eat to global enterprises like Siemens and AXA. Projects have ranged from proposition development to innovation strategy, brand identity to customer and employee experience. He's passionate about helping businesses to be more meaningful and useful.


  • Link to AB's Twitter page
  • Link to AB's Linkedin page
  • Email AB