In a bit of serendipity, there were three different articles published this week on futures and foresight work, detailing what a futures company concerns itself with and how these firms go about their work. Writing in Quartz, friend of Foresight Alliance Scott Smith detailed some of the reasons why the futures field has seen a surge of popular recognition in the business world. He states:
Short of world wars and oil embargoes, we haven’t until recently sensed every shake or shudder in another part of the world. But when a new smartphone or piece of code released in one country this morning can be in the hands of another by tonight, or supply chains are disrupted quickly by unexpected events, or a biological innovation can be knocked off quickly by semi-pros working in a closet, not only do business and governments look for advice, but societies also seek some kind of orientation.
It Looks Outside Its Industry Firms that focus on only one industry may miss developments outside their purview that either could heavily impact your industry or provide new business approaches to follow.
It Can Work Both Fast & Slow “Culture operates at two speeds–fast and slow,” says Terry Young [of agency sparks & honey]. “Monitoring macro trends helps companies build an arsenal of content that is ready to adjust to emerging trends, memes, or breaking news.”
It Gets to the “So What” Make sure that whomever you are looking to for help can provide what you need to get to the “So Here’s What We Do Now.”
It Doesn’t Get Carried Away Remember how Segway was going to hit $1 billion in sales faster than any other company in history? As Walker Smith says, “While your head is in the clouds you need to keep your feet on the ground.” (From a Futures Company perspective, the way you do that is to look at the 360 degree picture of how change happens – some layers of change, such as infrastructure or social behaviour, are slower than others.)
Taken together, Smith and Curry lay out a succinct argument of why foresight is needed, and who you should look to for help. I can add that Curry’s four qualifications are met by Foresight Alliance.
A slightly different piece by tech writer Veronique Greenwood in Aeon Magazine comes from a more personal point of view, as she discusses what it was like growing up in the home of a futurist. Her final paragraph is an encomium to those in the futures field:
That said, I would never want to be too far away from those who live and work perpetually in the vanguard, who have chosen that risky, Schrödinger’s Cat-like existence. Even after growing up with my mother and the remains of a hundred half-baked ideas, such people’s willingness to ride the wave, their foolhardiness and their bravery, still provokes awe in me. It’s not a thing I can profess to understand beyond a basic respect for their guts and their kind of crazy hope that the future will be weird. But that’s something I can get behind.
Image: Don McCullough, Flickr.