By Julie Verity

The company demanding situations of corporations are more and more complicated; strategists want a wealthy selection of techniques as a way to reply. Too few method types problem the dominate paradigm of rational research, selection maximisation and deliberate implementation. This wealthy assortment from an eclectic staff of strategists offers choices.

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Involvement from an early stage is the best way to communicate and get maximum value from the learning. If this is not possible, communication needs to make an impact on the mental schema of decision-makers, otherwise nothing will change. Signals or ‘early warning indicators’ are then commonly identified for each scenario. These are events, factors or developments that could be monitored for after the scenarios are published and signal important aspects of the scenarios and possible further future possibilities.

These, it is held, are the actors or, more correctly, architects of the future world. 1. The critical point is that each group of actors has very different objectives and motivators. State elites, at the extreme, want control over what happens at least within their own territorial domain of control. Market elites have different motivators. Again, at an extreme, market elites are not at all interested in borders; they see borders as blockages in the way of free trade. In their view, it is only a freely operating global economy that can efficiently allocate resources and generate wealth for all.

Another example is found in the consequences of the huge growth and popularity of social networking sites. Recruitment agencies have adapted and seized the opportunity to use sites such as LinkedIn to advertise and search for new recruits – thus saving themselves money but also increasing effectiveness as they align themselves with the popular social processes of communication. There are many stories of the demise of organisations that do not change with the times and do not respond to shifting expectations, new entrants and new technologies.

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