IF

A Small Word for a Big Idea

What if we stopped waiting? What if, instead of watching the world unravel in slow motion, we took one hour—just one—each day to think, to solve, to build?

Not alone, but together.

Five and a half billion of us are connected to the internet. The largest collective intelligence in human history, scattered across continents, cultures, and disciplines. What if, for one hour a day, we focused? Not on doomscrolling, not on distractions, but on the questions that define our time? Climate. Health. Poverty. Technology. The way we live, work, and govern ourselves.

What if we formed teams, brought together minds that would never otherwise meet? Engineers from Nairobi with artists from Tokyo. Philosophers from Berlin with policy thinkers in São Paulo. Theoretical physicists, musicians, farmers, hackers, architects—all working, all thinking, all solving, for an hour that belongs to something bigger than the everyday grind.

Not a Movement. Not a Brand. Just a Thought Experiment in Action.

We don’t need a manifesto, just a habit. One hour a day, wherever you are, whatever you do best. No permission required. No leaders, no gatekeepers. Just billions of people dedicating structured thought to the future.

One hour a day, every day, means two trillion hours of human intelligence a year.

What would that world look like?

IF.

A small word. A big idea.

Let’s see what happens.