Calibrating the Foresight Discipline

Foresight isn’t a one-time event; it’s a strategic discipline that must align with a company’s value creation model and market maturity. Christian Crews argues that businesses should tailor their foresight tools, like trend monitoring, scenario planning, and futures ethnography, based on whether they compete through operational efficiency, product leadership, or customer intimacy. By continuously revisiting where they are in the business cycle, companies can calibrate foresight efforts to anticipate change, inform decisions, and unlock future growth opportunities in uncertain environments.