Are You Ready for the Future?

Is your organization looking forward, or is it focused on the problems of the
present and immediate short-term competition?

Will your organization create new rules of competition in the future? Is it
imagining new ways of doing business, building new capabilities, and setting new standards of customer satisfaction? Is it alert to possible risks from
unconventional rivals, new business models, changing demographics, and global opportunities and uncertainties?

It is no longer a question of being able to operate lean and mean. Trimming jobs and cutting costs, while important tasks, will not put you and your company into a front running position for industry leadership of the future.

Too many companies are focusing on creating advantage through quality,
time-to-market, and customer responsiveness. These are prerequisites for
survival, not competitive advantages for the future.

According to Paul A. Laudicina, managing director of A. T. Kearney’s Business
Policy Council, there is a way to look at future business environments and
evaluate risks and opportunities that might evolve. Laudicina, in his new book
World Out of Balance (McGraw Hill, 2005), argues that today’s earth-shattering events are fundamentally different from those of previous eras of history.

Laudicina’s framework for looking at future business scenarios is based on his
identification of five primary drivers of change:

1. Globalization
2. Demographics
3. The new consumer
4. Natural resources and the environment
5. Regulation and activism

Value-building companies that find creative ways to address broad social
concerns and who cooperate with interest groups may be better positioned for future success than those with a single-minded pursuit of the bottom line.

Focusing time and energy to creatively evaluate potential risks and
opportunities is the key to creating and maintaining a successful future for
your organization.

This is a synopsis of the full 2,000-word article which contains the following
concepts:

Why Leaders Don’t Look Ahead
Looking at the Wrong Things
Risks and Opportunities in an Uncertain World
Five Drivers of Change
Keys to Creating Success for the Future
Futurist Thinking

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