Tomorrowland
A practical playbook for healthcare strategists who need to make good decisions before the future has the courtesy to become obvious.
The first of three books about uncertainty. TomorrowBrand prepares brands; TomorrowYou prepares lives; TomorrowWork prepares careers.
What this book is
Healthcare brands are notoriously bad at the future. Not because the people in them aren't smart — they are — but because the tools they use to plan for it were built for a different era.
Most strategic planning in healthcare still relies on forecasting: extrapolating from what we know toward what we expect. It's tidy. It's defensible. And in a world moving as fast as this one, it's nearly useless.
TomorrowBrand is a different approach. It's built on scenario planning — the discipline of preparing for multiple futures rather than betting on one. But I've paired that with behavioural science, because the real question isn't "what might happen?" It's "how do humans and organisations actually respond when it does?"
"The future isn't a single forecast. It's a range of possibilities — and the brands that survive are the ones that have already thought about all of them."
The book is also a practical workshop framework. I've used this methodology in real rooms with real healthcare brand teams, and I wanted to write something that a strategist could pick up, read in a weekend, and run the following Monday.
It's not an academic text. It's a working playbook.
What's in it
Six chapters. Each one building toward the full methodology.
- Chapter 1 Why You Need This Playbook — the case for scenario thinking in healthcare
- Chapter 2 The Credos — mental models for predicting the future
- Chapter 3 The Ingredients — how to build a future (methodically)
- Chapter 4 Ozempic — a live case study in futures thinking
- Chapter 5 Strategy Development — turning scenarios into decisions
- Chapter 6 Running the TomorrowBrand Workshop — the facilitator's guide
Who it's for
Healthcare strategists, brand leads, and agency planners who are tired of strategy decks that age badly. If you've ever sat in a planning session and thought "we're not actually thinking about the future, we're just projecting the present" — this is for you.
It's also for anyone who wants to run better workshops. The TomorrowBrand session format is tried and tested, and Chapter 6 is essentially a full facilitator's guide you can run straight from the page.
Want to know when it's done?
I'll send a note when the book is finished — no newsletter cadence, just one email.
Send me a note →Or just email harrysharman@gmail.com with "TomorrowBrand" in the subject line.