Have you ever watched a competitor seize an idea you saw coming – and wondered why you didn’t act first?

That’s not fate. That’s hesitation that cost you the lead.

Too many leaders see signals of change but hold back, waiting for certainty. Meanwhile, someone else moves first and claims the advantage.

What they’re ignoring are what I call Soft Trends – future possibilities we can actually shape.

These Soft Trends are powerful, but many leaders stay too busy reacting to urgent demands. By the time they’re sure what will happen, the window has closed.

How can you turn uncertainty into an advantage?

It doesn’t have to work that way.

Building an Anticipatory Organization® means weaving Soft Trends into your strategy.

When you spot what’s coming and influence it early, you gain a serious edge in your industry.

Instead of reacting to disruption, you create it – on your terms.

What exactly are Soft Trends?

Most people ask the wrong question about the future:

“What’s going to happen?”

A better question is:

“What can we shape to create better results?”

That’s the power of Soft Trends.

• Unlike Hard Trends (future certainties), Soft Trends are future maybes shaped by our decisions.
• For instance, interest in remote work is a Soft Trend. It’s growing, but how far it goes is up to us.

Why are soft trends so valuable for businesses?

Soft Trends give us something rare: control.

Instead of simply reacting to disruption, we can steer it.

With Soft Trends you can:

• Launch products ahead of demand
• Shape customer expectations
• Create entirely new categories
• Set industry standards

By influencing the direction of change, you become the positive disruptor.

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How do soft trends strengthen your strategy?

Many companies focus on being agile.

Agility matters, but it’s no longer enough.

Agility keeps you reacting fast, but it still puts you behind the lead.

An Anticipatory Mindset shifts you from reacting to shaping.

It helps you:

• See disruption before it hits
• Turn uncertainty into opportunity
• Build strategy with confidence

When you weave Soft Trends into planning, you move from the back seat to the driver’s seat.

What benefits come from acting early on Soft Trends?

When you identify and act on Soft Trends early, you can:

• Innovate ahead of competitors
• Pre-solve problems before they become crises
• Tell the difference between hype and meaningful change

When Soft Trends are built into your strategy:

• You find new revenue streams first
• You shape customer needs, rather than chasing them
• You position your brand as a thought leader

Recognizing possibilities – and choosing to act – turns you from a follower into a builder of the future.

How does remote work show the power of a Soft Trend?

Let’s look at a real-world example.

When the pandemic forced offices to close, remote work became a necessity overnight.

Companies quickly:

• Invested in digital collaboration
• Adapted workflows
• Realized productivity wasn’t tied to offices

But as conditions changed, the big debate started: Should employees stay remote, return to the office, or use a hybrid model?

This question shows remote work is a Soft Trend – it isn’t fixed.

Its future is shaped by:

• Leadership choices
• Employee expectations
• Technology developments

What can leaders Learn from Spotify’s approach?

Spotify recognized remote work as a Soft Trend early on.

They didn’t force everyone back.

Instead, they introduced a “Work From Anywhere” policy.

Results?

• Higher employee satisfaction
• Reduced turnover

Opportunities to act on:

• Build trust instead of enforcing control
• Use collaboration tools beyond meetings
• Redefine leadership for hybrid work

Are you ready to stop reacting and start leading?

Spotting Soft Trends is just the first step.

Simply saying “I knew that would happen” isn’t enough.

You need to act while the trend is still forming.

It’s not about waiting for certainty. It’s about shaping the outcome.

By adopting an Anticipatory Mindset, you can:

• Become the disruptor in your industry
• Create sustainable competitive advantage
• Lead the future instead of reacting to it

Stop waiting. Start leading.

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