20 Questions
What is the concept of a 'universal key' in a hotel?
A single key that opens doors to magical experiences, rides, dining, and hotel room doors
What is the purpose of adopting habits of futurecasters?
To develop a curious and creative mindset
What is the outcome of reframing an original 'How Might We' question?
A new design challenge and vision
What is the purpose of rewriting a 'How Might We' question?
To explore other possibilities and generate more ideas
What is the outcome of reconsidering a V2MOM?
A revised vision statement and new methods
What is the benefit of being loyal to a particular hotel brand?
Having a personalized concierge or guest services
What is the purpose of journaling in futurecasting?
To record observations and reactions to ideas
What is the benefit of seeking out opportunities for adventures?
To gain new experiences and inspiration
What is the purpose of talking with unusual suspects?
To seek new perspectives and opinions
What is the outcome of crossing the bridge from today to tomorrow?
A design challenge and vision
What is the primary purpose of futurecasting in innovation?
To create a sense of urgency and a burning case for change
What is a characteristic of a futurecast?
A combination of trends, phenomena, and predictions
What is an example of a global societal shift that might be included in a futurecast?
The projected growth of smartphone users by 2020
What is the benefit of integrating a futurecast into an organization's process?
It helps to future-proof the organization's innovation
What is an example of a cultural trend that might be included in a futurecast?
The growth of the sharing economy
Why is it important to resist the temptation to start solving a problem immediately?
To put the problem in the context of the future
What is the outcome of futurecasting?
A sense of urgency and a burning case for change
What is an example of an industry trend that might be included in a futurecast?
New trends in hospitality and other lateral industries
Why do innovators engage in futurecasting?
To identify game-changing solutions that disrupt markets and seize competitive advantage
What is the primary goal of futurecasting?
To future-proof the organization's innovation and seize competitive advantage
Study Notes
The Future Is Now
- Understanding the organization's current state is crucial, but it's essential to resist the temptation to assume you understand the challenge and start solving.
- Innovators constantly seek out and sense trends, technologies, and other forces that will change how we live 5, 10, 15, or even 20 years in the future.
- This is called futurecasting, which helps identify game-changing solutions that disrupt markets, reset expectations, and seize competitive advantage.
What Is a Futurecast?
- A futurecast is a mash-up of trends, phenomena, and predictions that create a compelling argument or case for change.
- It includes global societal shifts, cultural trends and implications, and industry trends, evidence, and implications.
- Examples of global societal shifts include the growth of smartphone users and the increasing global population.
- Cultural trends and implications include the shift towards sharing culture, such as car sharing and home sharing.
- Industry trends, evidence, and implications include new trends in hospitality, such as the "universal key" to unlock all services at a hotel.
Tactics for Futurecasting
- Consume diverse media to nourish your curious and creative mind.
- Collect experiences and seek out opportunities for adventures.
- Talk with unusual suspects, such as journalists, authors, professors, thought-leaders, inventors, and other interesting people.
- Journal or blog about your observations, reactions, and predictions.
Integrating a Futurecast into Your Process
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Reframe your original challenge with the insight and foresight you possess.
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Rewrite your "How Might We" question in different ways, including negative and positive approaches.
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Reconsider your V2MOM in the context of your new "How Might We" question.
V2MOM is a strategic planning and goal-setting framework that stands for Vision, Value, Methods, Obstacles, and Measures.
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Discuss and prioritize the "How Might We" questions that inspire your team.
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Report your discoveries to your steering committee, including your archetypes, challenges, and predictions for the future.
Innovation Customer Discovery Explore the concept of futurecasting and its importance in innovation. Learn how to integrate futurecasting into your process and understand the role of innovators in shaping the future.
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