Es Devlin is one of the world's leading 'guides of the imagination'.

If you are a long-term reader of this site you will know that we are massive fans of her work and over the years have watched in eager anticipation for whatever she produces next.

The reason that from a 'futures perspective' I find Es Devlin's work so powerful is because I am intrigued in the way in which her design influences the emotions of an audience. Powerful communication doesn't just carry information from one person to another - powerful communication touches somebody else's soul and embeds a mental shift in another person; it shifts the way they see the world. She is a master in the design of this kind of shift.

View this post on Instagram

Last night opening the @mtvema β€˜s with Don’t Start Now!! πŸ’› I wanna say a massive thank you to my whole team for working so tirelessly to make last night possible. A massive dream come true... and truly the start of a new chapter! Thank you @lorenzoposocco , my partner in crime... for making us all look and feel like we just walked out of a Guy Bourdin photograph. Thank you to the ultimate superwomen who I am so grateful to have in my life and with me on this journey... the perfectionists: @charmladonna @aclark_4 on the killer choreo and making sure I don’t miss a trick, @esdevlin for the incredible stage direction; always in awe just watching you work, @lornablackwood my vocal coach, I could never have done this without you and @annacofone and @lisaeldridgemakeup my glam heroes!! I am so lucky to be your canvas ‼️THANK YOU to everyone for their continued support. I LOVE YOU πŸ’›πŸ–€πŸ’›πŸ–€πŸ’›πŸ–€πŸ’›

A post shared by Dua Lipa (@dualipa) on

Her latest work was for a pop artist, Dua Lipa, who performed on Sunday at the MTV EMAs with a new track called 'Don't start now'. The set design for the performance was created by Es Devlin - and as a standout piece of music creativity it worked perfectly.

Communication with an audience - be it in the delivering of a keynote address or sharing a company strategy needs to be carefully designed to move an audience. To move them to a place of action, by embedding that message deep within them. That is an art all too often totally overlooked or misunderstood, but one that reaps profound dividends.