Interview: Lily Cole and Kwame Ferreira, Impossible

Many of the changes in the way we consume media are based on putting the viewer at the centre of the experience. More than ever before, we are able to watch what we want at the time of our choosing on a vast array of devices. And with ever increasing amounts of data about the behaviours and activity of viewers, the ability for broadcasters and platforms to tailor products and services to users is only set to increase.

But Lily Cole and Kwame Ferreira, the founders of innovation group and incubator Impossible, would like businesses to contemplate a different approach: planet-centric design. It’s a methodology that encourages businesses to re-examine the concept of measuring success by how much value is provided to users and instead, recognise that businesses exist in a shared planet.

“We are trying to reflect a bigger trend that is happening across the board by moving towards not being…