The Future is Only Complex if We Fail to Understand it From The Point of View of What is Driving The Change

Organizations who fail to see the world through their customers and/or stakeholders eyes can come to describe emerging markets as asymmetric and irrational.

Because these new markets don’t look like the well-behaved, vertical, corporate centric industries that we have been taught to think in terms of for the last 100 years.

But for organizations who see the world from a human situation perspective — these changes aren’t asymmetric or irrational -– they are following the logic and trajectory of human and technological interconnected development for the last 100.000 years.

If you understand your customer’s jobs these changes are still very difficult to spot — but they are a lot more logical as they follow a pattern. You can come to understand and accept why what is happening now is happening.

The future of an organization is not dependent on its ability to latch itself onto one given technology or one behavior. But, to figure out which outcomes customers want, and develop new technologies and new behaviors that accommodate this.


In the words of Robert S. McNamara, former defense minister under John F. Kennedy explaining how Tommy Thompson, former ambassador to Moscow helped the President avoid Nuclear War with the USSR during the Cuban Missile Crisis in 1968. (From the film The Fog of War)

“We must try to put ourselves inside their skin, and look at us through their eyes just to understand the thoughts that lie behind their decisions and their ations” — Robert Strange McNamaraMoscow helped the President avoid going to Nuclear War with the USSR during the Cuban Missile Crisis in 1968. From The Fog of War