HBR On Strategy To Set a Great Strategy, Start by Imagining the Future You Want
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Sep 18, 2024 
Mark Johnson, a senior partner at Innosight and co-author of "Lead from the Future," emphasizes the need for leaders to envision their desired future to craft effective strategies. He discusses how a 'future-back' approach, as seen in companies like Apple and Johnson & Johnson, can transform decision-making and innovation. Johnson highlights the importance of adapting to rapid changes in sectors like education and the power of grassroots innovation at organizations like Intel. By focusing on future possibilities, managers can lead teams towards greater adaptability and success.
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Future-Back Approach
- Develop strategies by envisioning a desired future, not just responding to present problems.
- This "future-back" approach helps anticipate opportunities and adapt to change.
Balancing Present and Future
- Present-forward thinking, managing current operations, should still dominate (80-90% of efforts).
- However, dedicate 10-20% of leadership time to future-back thinking for long-term vision.
Apple's Digital Hub Vision
- During the dot-com crash, Steve Jobs envisioned Apple's future as a "digital hub", not just a computer company.
- This led to innovations like the iPod and iTunes, transforming Apple and multiple industries.
