HBR IdeaCast To Build Strategy, Start with the Future
May 12, 2020
Mark Johnson, a senior partner at Innosight and co-author of 'Lead from the Future,' emphasizes the importance of future-oriented strategies for leaders. He argues that focusing too much on present problems hinders growth. Johnson shares practical steps to envision the future and align organizational strategies accordingly. He discusses adapting business models to shifting customer needs and emphasizes the integration of visionary thinking for breakthrough growth. With insights on online education and M&A success, he offers a transformative approach to leadership.
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Future-Back Approach
- Develop strategies by envisioning the future, not just reacting to the present.
- This "future-back" approach helps prepare for a different game, not just winning the current one.
Balancing Present and Future
- "Present-forward" thinking, managing current operations, should still dominate (80-90% of effort).
- But dedicate 10-20% of time to "future-back" thinking, envisioning the long-term (2-10 years).
Apple's Digital Hub Vision
- During the dot-com crash, Steve Jobs and Apple envisioned the "digital hub" in 2010.
- This future-back vision led to Apple's transformation of music and other industries.
