In the AI Era, Companies That Cannot Imagine Will Disappear -- The Reason Nike Abandoned Athletic Shoes and Designed the Future of Movement: Once innovative companies are falling one by one. They are not falling because of insufficient technology. They are falling because they no longer imagine. The problem is not technology but attitude. Today many companies say they have introduced AI. But what they mean by AI is mostly just a supplementary device attached to existing business models -- making reports a little faster, handling customer service a little cheaper, improving marketing efficiency a little. While executives tell me: let us maintain our existing way as long as possible. Nike case: Nike CEO transition from innovation to operational efficiency focus led to declining market relevance; competitors (On Running, Hoka, Lululemon) that maintained innovation momentum took market share; the lesson is that operational efficiency without imagination produces short-term cost savings but long-term strategic decline. The imagination as survival argument: in the AI era, the cost of executing ideas approaches zero (AI can generate, iterate, and test ideas rapidly); the scarce resource is not execution capacity but the quality of imagination -- the ability to envision possibilities beyond incremental improvement of existing business models; companies that confine AI to efficiency tools while failing to use it for strategic imagination will be outcompeted by those who use AI to imagine and pursue genuinely new possibilities.