How to anticipate the future for an unfair advantage?

Daniel Burrus advocates the most significant skill shortage in business this decade will be of people who are able to predict the future. We see evidence everywhere of how exponential change is making it harder for all organisations (particularly larger ones) to keep up and in fact many are not. Kodak and Blackberry are well known international companies that failed to anticipate and act on technology disruptors and consumer driven change.
Burrus talks about using hard and soft trends as the key to predicting the future and I agree.

How to anticipate the future “for an unfair advantage” requires someone to do something with the information. As we know, timing is the key to success, but mostly success or failure sits with our desire to embrace or resist the identified changes.
The speed of change has been incredible with some disruptors sweeping through an industry within one or two years and achieving transformational change within less than 4 or 5 years. The food industry is experiencing greater pressure to produce better, more sustainable, nutritionally healthier foods without damaging the environment.

Have you considered the hard and soft trends effecting your business and are you choosing to act or are you burying your head in the sand?

A trend evaluation and SWOT analysis, as part of a business planning process, could be a great start. Get external assistance to challenge your preconceptions.


Mark Collins
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Mark Collins