Hello Finch
Confidential
Reimagine
the Possible.

A six-month LinkedIn campaign and podcast series built around PwC's defining value - and the most urgent leadership question of our generation.

6
Months
24
Stories
72
Posts
12
Podcast Episodes
3
Posts / Week

The stories
that make
the case.

Reimagine the Possible - PwC Value #5

PwC's fifth value - "Reimagine the possible" - is not a tagline. It is a challenge. It asks every partner, every client, every leader to look at the constraints they have accepted and ask: what if they didn't have to be true?

This campaign makes that value tangible. Every Monday, a story - a person who reimagined the possible before the tools existed to do it, or a company that refused to, and paid the price. Every Wednesday, PwC's lens: what does this mean for the leaders navigating transformation today? Every Friday, The Reimagine Sessions - a podcast that is the deliberate antithesis of every business podcast ever made.

The Reimagine Sessions are not about business leaders discussing business. They are two hosts - one with a historian's instinct, one with a strategist's - talking with genuine fascination about the figures and companies behind that week's story. Was Tesla a visionary or a man destroyed by his own obsession? Did Kodak commit suicide or were they murdered by their own success? What does it mean to discover something the world isn't ready for? None of those questions mention AI. None mention PwC. The listener draws that parallel themselves. People share it because it's interesting. They come back because it's honest. They call PwC because it made them think.

This is not thought leadership. It is storytelling with a thesis. The most counterintuitive marketing move available to a professional services firm right now: make something so genuinely interesting that nobody realises it's marketing until they're already sold.

Six-Month Campaign Calendar

The arc of reimagination.

Month One · April
The Courage to See Differently
Inspire
Nikola Tesla
He imagined a world without wires. We built it 80 years later.
Warning
Kodak
They invented digital photography - then buried it to protect film.
Inspire
Marie Curie
Discovered radioactivity in a leaky shed with second-hand equipment.
Warning
Blockbuster
Had the chance to buy Netflix for $50m. Said no.
Month Two · May
The Moment Everything Changed
Inspire
Ada Lovelace
Wrote code for a computer that didn't yet exist.
Warning
Pan Am
The airline that owned the future - until it forgot to evolve.
Inspire
Tu Youyou
Ancient Chinese medicine + modern science = Nobel Prize.
Warning
Sears
Invented mail-order retail. Couldn't invent e-commerce.
Month Three · June
What Only Humans Can Do
Inspire
Srinivasa Ramanujan
Self-taught genius who saw mathematical patterns no one else could.
Warning
Nokia
Dominated mobile phones. Missed the smartphone moment entirely.
Inspire
Zhang Heng
Built the world's first seismoscope in 132 AD. Ignored for centuries.
Warning
Polaroid
Invented instant photography. Failed to make it digital.
Month Four · July
The Cost of Standing Still
Inspire
Florence Nightingale
Used data visualisation to save lives before anyone called it data.
Warning
Xerox PARC
Invented the PC, the mouse and the GUI. Let others commercialise all of it.
Inspire
Rosalind Franklin
Her X-ray crystallography revealed the structure of DNA.
Warning
MySpace
Had 100 million users. Chose monetisation over product.
Month Five · August
Building Tomorrow While Running Today
Inspire
Alan Turing
Imagined computing as we know it - decades before the hardware existed.
Warning
Toys R Us
Ceded its digital future to Amazon. One deal. Irreversible.
Inspire
Hedy Lamarr
Hollywood actress. Also the inventor of spread-spectrum technology.
Warning
The Washington Post (pre-Bezos)
Print-era thinking in a digital world - until ownership changed.
Month Six · September
The Leaders Who Changed Everything
Inspire
Albert Einstein
Reimagined space, time and physics - with a patent clerk's salary.
Warning
BlackBerry
Pioneered the smartphone. Couldn't imagine what came next.
Inspire
Grace Hopper
Invented the compiler. Made programming human.
Warning
The East India Company
The most powerful corporation ever built - undone by its own dominance.
Weekly Rhythm

The hook. The lens.
The session.

Monday
The Story
A historical figure who reimagined the possible before the tools existed - or a company that refused to, and paid with its existence. Self-contained. Pre-built. Independently produced. This is the audience-builder.
Wednesday
The Reimagine Lens
PwC's perspective on what Monday's story means for leaders navigating AI transformation today. This is where "Reimagine the Possible" moves from historical narrative to live business challenge - and where PwC's voice, expertise and point of view are felt most directly.
Friday · Fortnightly Podcast
The Reimagine Sessions
Two hosts. One figure from history. Twenty minutes of genuine argument. The Reimagine Sessions are not a business podcast - they are a history podcast that happens to be the best marketing PwC has ever done. Tesla. Kodak. Curie. Pan Am. Each episode asks one question about its subject that has no clean answer. AI is never mentioned. The connection is made by the listener. On alternating Fridays: "The Impossible Brief" - a short written synthesis that closes the week and leaves the reader with something to take into the weekend.
The Reimagine Sessions · Format

The podcast that doesn't
sound like a podcast.

What It Is

Two hosts in genuine conversation - a historian's instinct and a strategist's - exploring the person or company behind that week's Monday story. The format is The Rest is History: unhurried, argumentative, genuinely fascinated. The subject is always historical. The parallel is always present. Neither is ever stated explicitly.

People share it because it's interesting. They recommend it to friends who have nothing to do with professional services. They come back because it makes them think. They call PwC because of how it made them feel about the firm.

Sample Episode Questions
Tesla - Episode 1
"Was Nikola Tesla a genius, a madman - or just a hundred years too early?"
Kodak - Episode 2
"Did Kodak commit suicide - or were they murdered by their own success?"
Marie Curie - Episode 3
"What does it cost to discover something the world isn't ready for?"
Pan Am - Episode 4
"Pan Am owned the future of travel. So why did it vanish?"
Tu Youyou - Episode 5
"The woman who looked 2,000 years into the past and found a Nobel Prize."
Format
20-25 minutes
Fortnightly
Hosts
Two voices.
One argument.
The Rule
Never mention AI.
Never mention PwC.
Sample Content · Week One

Two stories. One question.

"They invented the future. Then they locked it in a drawer."

In 1975, a 24-year-old Kodak engineer named Steven Sasson built the world's first digital camera. It weighed 8 pounds. It captured a black-and-white image in 23 seconds. It stored pictures on a cassette tape.

It was, by any measure, extraordinary.

His bosses reviewed the prototype. Then they made a decision that would end one of the most dominant companies in American industrial history.

They classified it. Locked it away. And told Sasson not to tell anyone.

Kodak was printing money - 90% of the US film market, 85% of cameras sold, $10 billion in annual revenue. Their own research told them digital would arrive in about ten years. They ran the numbers. They knew what was coming.

They just couldn't bring themselves to be the ones who made it happen.

This isn't a story about missing a trend. Kodak didn't miss digital photography. They invented it. This is a story about what happens when you cannot reimagine yourself past your own success.

The rest of the world built digital cameras anyway. Sony. Canon. Then smartphones. By 2012, Kodak had filed for bankruptcy. The patent for the very technology they'd buried - digital photography - was sold off to pay their creditors.

Here's what makes this story land differently in 2026: AI is not coming at your business in ten years. It is here. And unlike digital photography, it doesn't require your industry to change - it requires you to change first.

Kodak's leaders weren't fools. They were prisoners of their own success. The hardest thing to reimagine is always the thing that's working perfectly right now.

The question isn't whether AI will transform your business. It will. The question is whether you'll be the ones holding the camera - or the ones in photographs.

Reimagine the Possible
"He imagined a world without wires. They called him a madman. We call it the internet."

In 1899, Nikola Tesla stood in a laboratory in Colorado Springs and transmitted electricity through the air.

No cables. No connections. Just energy, moving freely across open space.

He called it the World Wireless System - a global network of towers that would deliver free electricity to every human being on earth, regardless of where they lived or what they could afford. Universal. Borderless. Transformative.

His investors called it financial suicide. They pulled his funding. His laboratory burned down. His patents were contested and eventually stripped. He died in 1943, alone in a New York hotel room, $2,000 in debt. His personal papers were seized by the US government.

Marconi - who built his transatlantic radio transmission using 17 of Tesla's patents - received the Nobel Prize for it. Tesla received almost nothing.

He wasn't wrong. He was early. And in the game of building the future, being right too soon is indistinguishable from being wrong - unless someone picks up the idea and runs with it.

Wireless energy transfer - the technology Tesla demonstrated in 1899 - now charges your phone without a cable. The global network of interconnected nodes he described? We call it the internet. The world he imagined, dismissed as fantasy, became so ordinary we forget to find it remarkable.

Here's what's different now.

We are living through the first moment in human history when the gap between imagining and building has collapsed. AI doesn't just process information faster - it sees patterns across complexity at a scale no human mind can reach independently. It doesn't replace human imagination. It gives imagination somewhere to go.

Tesla had the vision. He didn't have the infrastructure, the tools, or the partners to make it real in his lifetime.

You have all three. The only question left is what you're willing to imagine.

What are you working on that the world isn't ready for yet? Because - right now, in this moment - it might be ready sooner than you think.

Reimagine the Possible

The impossible
is already here.

This campaign doesn't argue that AI matters. It shows what happens to the people and organisations who understood - or refused to understand - that the rules had changed. That's PwC's story to tell. And this is how you tell it.

Hello Finch · Jemima Bird & Steve Denison · Confidential