Because how your future and your organisation's future evolves from the myriad of possible futures out there depends on surfacing your foresight capacity, your cognitive capacity to think in new ways about those futures. That's what I wanted to help people do in 2007 and it's what I do now.
The thinking part is what I kept coming back to when I was thinking about a name. It was because 'thinking' is what you do when you are finding your way through possible 'Futures'. But that's too long for a business name. But I realised why I wanted to call my business Thinking Futures.