SPOS #750 - Margaret Heffernan On How To Map The Future Together
Nov 22, 2020
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Margaret Heffernan, former BBC producer and media executive, discusses the future, adapting to uncertainty, role of creativity in marketing, challenges of remote work, and the impact of technology on society in this engaging podcast.
Uncertainty is a persistent factor in our lives, and we need to find better ways to think about the future amidst multiple crises and uncertainties.
Organizations should define their long-term meaning and align their initiatives with that goal to achieve coherence and relevance in a changing landscape, combining short-term agility with super long-term thinking.
Deep dives
The Need to Rethink the Future
In the podcast episode, Margaret Heffernan discusses the concept of uncertainty and the need to rethink the way we approach the future. She explains that we often underestimate the persistent but overlooked factors that shape our lives. Heffernan uses epidemics as a metaphor for uncertainty, highlighting how they are unpredictable and reveal the inadequacy of forecasting. She emphasizes the importance of finding better ways to think about the future, given the multiple crises and uncertainties we face.
Different Response of Businesses During the Pandemic
Heffernan observes that businesses have responded differently to the pandemic. Some have stuck to their original plans and feel a sense of loss and nostalgia, while others have taken the opportunity to rethink their assets and adapt to the new circumstances. The latter group is future-focused and energized, leading to greater growth and a stronger sense of mission. Heffernan suggests that organizations need to define their long-term meaning and align their initiatives with that goal to achieve coherence and relevance in the changing landscape.
Short-Term Agility and Super Long-Term Thinking
Heffernan advocates for a combination of short-term agility and super long-term thinking. She mentions the concept of cathedral projects, which are long-term initiatives that outlive their creators and drive innovation. She believes that organizations should identify their long-term purpose and make decisions that align with it. This approach provides coherence and direction amidst uncertainty. Heffernan acknowledges the challenges of short-term thinking and emphasizes the need for a balance between short-term adaptation and long-term meaning.
Challenges of Technology and Data
Heffernan expresses concerns about the current state of technology and its impact on society. She highlights the dangers of surveillance capitalism and the manipulation of user behavior. While acknowledging the benefits of technology, she emphasizes the need to regulate its usage. Heffernan calls for a mindful approach to technology, urging individuals to be cautious about the data they share and the devices they use. She also stresses the importance of defending individual agency and decision-making in the face of technological advancements.