Mental models are not limited to supporting web and software design. Ed Cotton of Influx Consulting recognizes this. His branding company uses anthropology, trend forecasting and creativity to create strategic insight. Influx brings strategy to life through consumer stories aligned to the strategy, giving a brand a clear, powerful pathway to the future. That sounds exactly like a mental model to me!

Ed asked me for an interview for his company's blog. Here is part one of the interview and here is part two.