Post by Kevin McCullagh

A client recently asked me to summarise my approach to foresight. I boiled it down to 10 tenets. They're not a methodology or a process. They're closer to hard-won principles — things I've learned from two decades of helping teams in mobility, consumer tech and healthcare make big bets on uncertain futures. The full article is below. Here are four that tend to spark the most debate: → Start with your hardest strategic decisions, not with what's trending. → The long-established shift you've been ignoring is often more consequential than the latest bandwagon. → Technology is not destiny. The forces that shape which innovations land are messier than the hype suggests. → There's no data on the future. Your job is to build a point of view that's credible, coherent, compelling — and commercial. These tenets have been shaped by projects with many of the people tagged below. Curious which ones resonate most — and which you'd push back on… James Woudhuysen Dick Powell Richard Seymour Richard Green Iain Aitchison Simon Rucker Tessa Mansfield Mark Delaney Alex Bradley Dr Andrew Muir Wood Jason Mesut James Scott Tim Perry Peter Griffith James S. Anthony Davies Paul Flowers Paul Edwards Tobias Mayer Nicolas Jourdan Damian Mycroft, MBA Nico Weckerle Stefan Kohn Jörg Meyer Thomas L. Harry Choi Hyejin Byun Markus Hohl