What if your biggest competitor disappeared overnight? What if your core product became illegal?

The organisations that survive disruption aren't the ones who plan only for the most likely future.

Extreme Design is the practice of deliberately pushing assumptions to their breaking point — using speculative thinking, design fiction, and ""what if"" provocations to stress-test products, brands, and organisational structures before reality does it for you.

In this presentation, we introduce a set of powerful techniques for building resilience: crafting extreme personas, imagining radical futures, and using narrative fiction as a strategic tool to expose hidden vulnerabilities and unlock unexpected opportunities.

We will draw on real-world examples, including recent client projects, to explore how leading organisations have used these methods to pressure-test strategies, plans, and structures for the long term before a crisis forced their hand.