Will Anderson

Will has always been fascinated by people: how we behave, what shapes our decisions and why we do the things we do. It took him from sociology and anthropology into research, experience strategy and futures thinking.

As Alphero’s Futures Director, Will helps organisations imagine what could be next and bring it to life. He combines human insight, emerging possibilities and experience strategy to challenge assumptions, generate ideas and turn them into concepts, prototypes and stories people can see, experience and act on.

Over the past 12 years, he’s put that thinking to work across London and Berlin, including helping Mercedes-Benz sell its first car fully online. For Will, good strategy creates direction without pretending to know all the answers. It asks better questions and is brave enough to follow where they lead.

Now in Auckland with his Kiwi wife and two daughters, he still skates, usually raising the average age of the skatepark to about twenty.