This is ThrowForward Thursday’s second episode of Season 4 about three ways to experiment at work – or more precisely: three essential categories of experimentation you need to specifically focus on to ensure you maximise innovation, creativity and future focus in yourself and your team.

If you’re a member of Graeme Codrington’s Future Club, you’ll have access to the full video and the details of each of the three categories and how to set them up – just log into the Club Portal to access it. If you’re not a member, why not sign up now and get immediate access not just to this fantastic resource, but all the other amazing resources, past webinars, book reviews and future skill toolkits available for you: try it out at https://www.jointhefuturesclub.comit’s risk free. If you don’t find value, you can leave anytime, and we’ll give you your money back.


Welcome to the future, my name is Graeme Codrington. This is ThrowForward Thursday and we are looking at Magic Materials. If you haven’t seen last week’s episode on Magic Materials, Gore-Tex, and playing around, just pause now and quickly go and have a look or a listen to that. Because I want to pick up the story and go a little bit deeper into looking at the three ways in which you should be experimenting.

There are three distinct categories of playing around, and that’s another way of talking about experimentation and digging into what you need to do as a business to come up with new ideas, innovative solutions, and new products and services that can unlock value for your business.

These three categories of playing around or experimentation are optimizing existing ideas, fortuitous discoveries, and genuine curiosity.

This is just a sample for those of you who are not yet members of my Futures Club. If you’d like to see these three categories and understand what they mean for your business, please make sure that you sign up now. Go to and sign up for any of the level of membership that work for you, and you’ll get immediate access to the rest of this really important video about what it means for you and your team to create three distinct approaches to experimentation that can unlock value for your business.

Members of my Futures Club, you’ll find the full episode of ThrowForward Thursday available in the members portal.


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Graeme Codrington, is an internationally recognized futurist, specializing in the future of work. He helps organizations understand the forces that will shape our lives in the next ten years, and how we can respond in order to confidently stay ahead of change. Chat to us about booking Graeme to help you Re-Imagine and upgrade your thinking to identify the emerging opportunities in your industry.

For the past two decades, Graeme has worked with some of the world’s most recognized brands, travelling to over 80 countries in total, and speaking to around 100,000 people every year. He is the author of 5 best-selling books, and on faculty at 5 top global business schools.



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