Are you chasing change or creating it?

In today’s world, disruption isn’t an outlier – it’s expected. Over 85% of organizations have been hit by major change in the past two years. But less than 10% saw it coming. That’s not a strategy problem. It’s a foresight problem.

Leaders who rely on agility alone are in constant defense mode. They pivot quickly, sure – but always after the disruption hits. That’s not leadership. It’s reaction. The true competitive advantage now belongs to those who anticipate.

What does strategic foresight actually look like?

At the heart of anticipation is the ability to spot Hard Trends – future facts based on data and undeniable shifts in technology, demographics, and regulation. These are not theories or forecasts. They’re certainties.

Why Hard Trends matter:

• They reduce risk and increase confidence in decision-making
• They reveal hidden opportunities before competitors notice
• They allow innovation to be proactive, not reactive

When you act on Hard Trends, you stop reacting to change and start shaping it.

How P&G created the future of consumer tech

Procter & Gamble noticed something others missed.

While many focused only on an aging population, P&G recognized a broader truth: people of all ages were becoming more urban, more digital, and more demanding of personalization.

They acted early:

• The Oral-B iO: A smart, connected toothbrush with AI feedback and app integration, ideal for tech-savvy users who prioritize preventative care.
• The SK-II Future X Smart Store: A retail breakthrough using facial recognition and AI diagnostics to create tailored skincare experiences, especially for urban Asian consumers.

These weren’t reactions. They were anticipatory moves built on Hard Trends.

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What will happen vs. what might happen

Success in disruption depends on knowing the difference between possibility and certainty. Hard Trends will happen – no guesswork needed. Soft Trends might happen, and you can often influence them.

Current Hard Trends to watch include:

• Accelerating deployment of AI and machine learning
• Widespread adoption of 5G and edge computing
• Increasing regulation around data privacy and sustainability
• Continued expansion of hybrid and remote work models

Focusing on these kinds of trends gives you a roadmap others don’t have.

How to build a culture of Anticipation

Strategic foresight isn’t just a tool – it’s a mindset. It starts with one question: What are we certain about?

Embed this thinking into your teams by:

• Training staff to identify Hard Trends in their area
• Opening strategy sessions with certainties, not speculations
• Encouraging pre-solving of challenges before they escalate

This cultural shift empowers everyone – from leadership to front line – to think and act ahead of change.

Ready to stop playing defense?

Change is inevitable. But how you respond isn’t. You can wait for disruption – or lead through it with clarity and confidence.

In my work with executives worldwide, one trait consistently separates market leaders from the rest: They don’t guess. They anticipate.

They solve problems before they arrive. They act before others see the need. They create the future, not just respond to it.

If you’re ready to stop reacting and start leading, let’s talk. Click here to connect with me and discover what’s next.

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