Caring futures

At When!When!, we view humans as complex, fascinating organisms—so intricate that our minds, bodies, and even souls function in ways that defy simple explanation. Each of us carries within us a universe, a vast and unknowable system of thoughts, emotions, and instincts, all housed in our physical form. Yet, when these billions of individual universes come together to solve problems, the results are not always seamless. In fact, more often than not, traditional approaches to dialogue and collaboration fall short.

This is where When!When! steps in with a bold and fearless approach. We believe that real solutions require experimentation, risk, and the willingness to embrace failure. We are a collective of strategists who see the value in building system demonstrators—prototypes and models that challenge the status quo, knowing full well that they may not work. Some may even be destined for the bin. But that’s the point: we aren’t afraid to fail because within that process, within the chaos of trying, we uncover the seeds of something transformative.

Our work is driven by the understanding that traditional problem-solving methods don’t always yield the kind of breakthrough innovation needed to tackle today’s complex challenges. So, we don’t just think outside the box; we dismantle the box entirely. Through experimentation, we explore new ways of thinking, new systems, and new ways of collaborating that may lead to the kinds of projects that can fundamentally change lives.

When!When! is about more than strategy—it’s about taking risks, to test ideas that others may shy away from, and to keep pushing forward even in the face of failure. We know that innovation isn’t always a smooth process, but it’s through the willingness to try, to learn from mistakes, and to adapt that we’ll eventually land on those rare, beautiful projects that have the potential to change our world for the better.

This philosophy is what drives everything we do. We don’t just talk about bold ideas—we create them. We don’t shy away from the unknown—we embrace it. And we believe that within each experiment, no matter the outcome, lies the possibility for extraordinary breakthroughs. At When!When!, we are not afraid to try, because in trying, we may find the solutions that truly make a difference.