The case is about California-based SciFutures, an award-winning innovation consultancy firm that leverages the power of science fiction prototyping to help corporations innovate. SciFutures enabled companies, including Lowe’s, Hershey, and the U.S. Navy, to imagine a future grounded in human insights and breakthrough technologies. Ari Popper, chief executive officer and founder of SciFutures, believed that innovation happens when explained through the narrative of science fiction, as stakeholders can better understand how something novel would work. But the business faced challenges as it advocated for its model of disruptive innovation. This leaves a business student researching SciFutures with two key questions: Can sci-fi help in innovation? What new markets can SciFutures consider for expanding its business?