Matt Webb did not talk about visions of the future from the past, which was refreshing. So no 50's sci-fi movies in this presentation. (The guy below is Jörg Jelden but it's Matt's presentation)
Scientific fiction, unlike most examples of sci-fi, includes meaningful surprise. It breaks someone's guessing machine and then fixes it. It is rather a laboratory for thinking, an experiment. Webb gives the example of World War Z here (I am enjoying the award winning audiobook now). Cheap sci-fi incessantly introduces unrelated events in the story line and then wrapping up with 'it was all a dream' or by sending aliens 10 billion years back in time.
Webb says scientific fiction is exploring a chart possible worlds. But which products work in these possible worlds? His proposed methodology (rather than market research) is evolution or crossbreeding (something that we are also encouraged at EDG Konstfack). His take on this is different, taking an existing product, something that works, and changing it gradually towards adjacent alternative worlds. He refers to Olinda, to show how this process works.
Another method that Webb illustrates is by using counterfactuals, imagining worlds that never existed. What would happen if everybody manufactured their own mobile phone?
