Take a few moments and think about the future with me. The next 11 years, to be precise.

What do you think could happen on the world stage in the next 11 years that might have an impact on your business? In that time period, a number of trends are going to play out, changing the landscape in dozens of ways - politically, socially, economically. We will have made possibly startling technological advances. We will have myriad new products to buy. And we will face challenges that are only dimly recognizable as potential problems today.

And we will behave differently, too, because the future - in some as yet unknown ways - will be different, so that even our attitudes, values, and behaviors will have evolved as well.

Add this all up, and it means that the future in which you will be competing will be a vastly different world than the one you’re doing business in today.

How can you anticipate these changes, so you can get ready for them?

OK, the future will be different – everyone agrees that is true. But how will it be different? That’s the critical question. If you are responsible for making sure your organization stays competitive in the future, you need to give some serious thought to this question. How could your business landscape be different in 5 or 10 years? Sadly, nobody knows what actually will change over the next 11 years, but:

  • What could change?
  • How would those changes affect your business environment – and you?
  • What should your “to do” list look like if you want to start preparing today?

This web site is all about scenario planning - a structured, creative way of thinking about how the future might unfold, and how to identify innovative ideas today that will help you succeed when the future actually emerges.

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Welcome to 11 Changes!

On this web site, you can read about some fascinating and unusual developments I believe we will see over the next decade or so.

You'll also read about scenario planning, a technique for visualizing the alternative paths that the future may take. Scenario planning helps you see that at any point in time, there is not one single future that is certain, but a whole range of possible futures, depending on how today's trends and events develop. It helps you understand that, even though you can't be sure which future will emerge, it is worthwhile to be prepared for any of them.

A portfolio of wild and woolly ideas about where we're headed

You'll find some thoughts here on 11 themes that I think will play a role in shaping the future. Why did I choose these particular developments to showcase – and why should you care? The reason is not only because they’re interesting to think about, but because I believe they have the potential to significantly alter the business landscape in which your company will be competing in the next few years.

For example, many of your customers eleven years from now are teenagers - or even younger - today. How will they think and behave differently compared to the people who are your customers right now?

As the future landscape takes shape, new markets and opportunities might be revealed. But so could new threats. New competitors might enter your landscape – or new substitutes for your company’s products and services might emerge out of nowhere and become dangerously attractive to your customers.

People might structure their entire lives differently, and relationships with institutions such as schools, governments and media – not to mention within the family itself – might be very different.

Even the map of the world is not likely to be the same.

In short, the world in the mid-2020’s will be a different place from today – in some cases very much so. The decade ahead is sure to be full of surprises.

But as John Naisbitt, author of the book Megatrends, said, “The future is embedded in the present.” If that’s true, then what could be more instructive than taking a good look around at the trends and developments happening all around us today, and thinking about where they might lead us? That is the essence of scenario planning.

Some of the 11 changes described here are already underway. However, even though they’re happening right under our noses, their full impact won’t be felt for a while yet. Others are less certain to come about, but depending on how trends already visible today play out, they are definitely possible – and could have a big impact if they do become reality.

By understanding these trends and applying some creative thinking, it’s possible to envisage the world that could emerge. It's a weird and wonderful place!

I wish you a thought-provoking read. And I invite you to let me know what you think of these ideas. It would be a pleasure to discuss them with you.


Who I am and what I do

My name is Woody Wade and I’m a scenario planning specialist. I’m based in Switzerland, but work with companies and organizations all over the world to help them foresee how their future business landscape might change.

I do this in several ways:

  • I design and facilitate tailored scenario planning workshops in which the board or management team of a company spends a day or two with me generating future scenarios for their business environment, and then working out a basic plan to stay competitive in each one, spotting chances for innovation and strategic initiatives.
  • To develop more in-depth scenarios, I work with companies on foresight projects, always tailored to the specific needs and budget of the organization.
  • I speak to groups about scenario planning, how it works and why they should use this approach to thinking about their future.
  • As a “futures coach”, I work one-on-one with CEOs to help them develop a quick understanding of how their future landscape might evolve – and spot opportunities and threats that could arise.
  • I write about scenario planning in various business media, and have also written a handbook on this technique: Scenario Planning: A Field Guide to the Future.

Scenario Planning: A Field Guide to the Future