For any given organization acting upon a future narrative, trust in the process and the findings is essential. To make a future narrative actionable, the futures study should encompass both creativity and analysis. Each step of the process will emphasize the two differently. (1) Scoping, analytical: deciding which futures study method is best suited for the question at hand – the matrix approach or uncovering the strategic blind spot. (2) Evidence, analytical: challenge implicit assumptions and habitual thinking through trend analysis. (3) Prioritizing, intuitive: making a collective judgement on which trends are important to the organization. (4) Customer foresight, creative: create visual narratives of the future as seen through the eyes of the customer. (5) Experimentation, creative and analytical: managing uncertainty by involving the customers in early concept testing.