Mark Wilson

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This document discusses the importance of futurestate thinking. It defines futurestate thinking as envisioning what a company or service could become 5 years in the future by thinking from an elevated perspective. This allows opportunities to be spotted for disruptive innovations and self-disruption. The document provides tips for effective futurestate thinking, such as starting with envisioning the future rather than analyzing the present, assuming all customer interactions will be digital, and imagining becoming an alternative to oneself.

Business

Futurestate
thinking
Mark Wilson 
Managing Partner & CEO, Wilson Fletcher
World Forum Disrupt / February 2020

Wilson Fletcher @ WFD / Feb 2020 2
Hello.

Wilson Fletcher @ WFD / Feb 2020
‘Futurestate’?
3

Wilson Fletcher @ WFD / Feb 2020
Thinking about today is
easy…
✔ Data
✔ Performance
✔ Competitors
✔ Customers
4

Wilson Fletcher @ WFD / Feb 2020
Thinking about
the future…
5

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
7

Wilson Fletcher @ WFD / Feb 2020 8
TODAY
THE FUTURE
Product evolution
Step-change innovations
Disruptive alternatives

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Futurestate thinking
9
Product evolution
Step-change innovations
Disruptive alternatives

Wilson Fletcher @ WFD / Feb 2020 10
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
Futurestate thinking

Wilson Fletcher @ WFD / Feb 2020 11
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
Futurestate thinking

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
12
Futurestate thinking

Wilson Fletcher @ WFD / Feb 2020
TODAY
13

Wilson Fletcher @ WFD / Feb 2020
TODAY
14
✔ Data
✔ Performance
✔ Competitors
✔ Customers
✔ Research

Wilson Fletcher @ WFD / Feb 2020
“Snow melts
ﬁrst at the
periphery,
because that is
where it is most
exposed”
Andy Grove, CEO, Intel
15

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
16
The purpose of
futurestate thinking
is to envision what
your company or
service could
become [5] years
from now…

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
17
… by thinking
about  
it from altitude

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
18
… so that you can
spot opportunities
for step-change
and self-disruption.

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
19
Futurestate thinking

Wilson Fletcher @ WFD / Feb 2020
TODAY
THE FUTURE
Step-change innovations
Disruptive alternatives
Product evolution
20
Futurestate
thinking

Wilson Fletcher @ WFD / Feb 2020
Thinking about today is
easy…
✔ Data
✔ Performance
✔ Competitors
✔ Customers
21

Wilson Fletcher @ WFD / Feb 2020
What about the futurestate?
✘ Data
✘ Performance
✘ Competitors
✘ Customers
✘ Research
22

Wilson Fletcher @ WFD / Feb 2020
What about the futurestate?
✘ Data - blindspots everywhere
✘ Performance - retrospective
✘ Competitors - self-reﬂective
✘ Customers - shortsighted
✘ Research - focuses on averages
23

Wilson Fletcher @ WFD / Feb 2020
Future success will not
come from being logical,
obvious or average, or
basing future strategy on
historic data.
24

Wilson Fletcher @ WFD / Feb 2020
You won’t ﬁnd the future
in…
✘ Spreadsheets
✘ Canvases
✘ Your peers
✘ Your data
25

Wilson Fletcher @ WFD / Feb 2020
Futurestate thinking
involves:
✔ Sparks, signals, forward indicators
✔ Creative, lateral thinking
✔ Adjacent inﬂuencers
✔ Potential customers
26

Wilson Fletcher @ WFD / Feb 2020
Futurestate doing involves:
✔ Experiments
✔ Conversations
✔ Lateral design
✔ Agile methods
✔ Courage/wine
27

Wilson Fletcher @ WFD / Feb 2020
A few tips on how to
think…
28

Wilson Fletcher @ WFD / Feb 2020
Always start with the ‘to’.
Do not do any current state analysis until
after you have envisioned your future.
29

Wilson Fletcher @ WFD / Feb 2020
Think digital-ﬁrst.
Assume 100% of your future customer
interactions are digital.
30

Wilson Fletcher @ WFD / Feb 2020
Think about them.
Ban any reference to how you do
anything today, or what you have today.
31

Wilson Fletcher @ WFD / Feb 2020
Think without
constraints(ish).
If you see that someone else is doing something
like it, assume it can be done by you.
32

Wilson Fletcher @ WFD / Feb 2020
Imagine that you have to
compete with everyone.
The expectations of your future customers will
be set by the best they experience of anything.
33

Wilson Fletcher @ WFD / Feb 2020
Get your head into the
future ‘new normal’.
Assume ‘that will never happen’ or ‘people will
never do that’ has happened.
34

Wilson Fletcher @ WFD / Feb 2020
Think about how to
become an alternative to
yourself.
What future you would make you obsolete?
35

Wilson Fletcher @ WFD / Feb 2020
Remember…
36

Thank you
Mark Wilson 
Managing Partner & CEO, Wilson Fletcher
mark@wilsonﬂetcher.com

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1. Futurestate thinking Mark Wilson  Managing Partner & CEO, Wilson Fletcher World Forum Disrupt / February 2020

2. Wilson Fletcher @ WFD / Feb 2020 2 Hello.

3. Wilson Fletcher @ WFD / Feb 2020 ‘Futurestate’? 3

4. Wilson Fletcher @ WFD / Feb 2020 Thinking about today is easy… ✔ Data ✔ Performance ✔ Competitors ✔ Customers 4

5. Wilson Fletcher @ WFD / Feb 2020 Thinking about the future… 5

6. Wilson Fletcher @ WFD / Feb 2020 6

7. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE 7

8. Wilson Fletcher @ WFD / Feb 2020 8 TODAY THE FUTURE Product evolution Step-change innovations Disruptive alternatives

9. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Futurestate thinking 9 Product evolution Step-change innovations Disruptive alternatives

10. Wilson Fletcher @ WFD / Feb 2020 10 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution Futurestate thinking

11. Wilson Fletcher @ WFD / Feb 2020 11 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution Futurestate thinking

12. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 12 Futurestate thinking

13. Wilson Fletcher @ WFD / Feb 2020 TODAY 13

14. Wilson Fletcher @ WFD / Feb 2020 TODAY 14 ✔ Data ✔ Performance ✔ Competitors ✔ Customers ✔ Research

15. Wilson Fletcher @ WFD / Feb 2020 “Snow melts ﬁrst at the periphery, because that is where it is most exposed” Andy Grove, CEO, Intel 15

16. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 16 The purpose of futurestate thinking is to envision what your company or service could become [5] years from now…

17. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 17 … by thinking about   it from altitude

18. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 18 … so that you can spot opportunities for step-change and self-disruption.

19. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 19 Futurestate thinking

20. Wilson Fletcher @ WFD / Feb 2020 TODAY THE FUTURE Step-change innovations Disruptive alternatives Product evolution 20 Futurestate thinking

21. Wilson Fletcher @ WFD / Feb 2020 Thinking about today is easy… ✔ Data ✔ Performance ✔ Competitors ✔ Customers 21

22. Wilson Fletcher @ WFD / Feb 2020 What about the futurestate? ✘ Data ✘ Performance ✘ Competitors ✘ Customers ✘ Research 22

23. Wilson Fletcher @ WFD / Feb 2020 What about the futurestate? ✘ Data - blindspots everywhere ✘ Performance - retrospective ✘ Competitors - self-reﬂective ✘ Customers - shortsighted ✘ Research - focuses on averages 23

24. Wilson Fletcher @ WFD / Feb 2020 Future success will not come from being logical, obvious or average, or basing future strategy on historic data. 24

25. Wilson Fletcher @ WFD / Feb 2020 You won’t ﬁnd the future in… ✘ Spreadsheets ✘ Canvases ✘ Your peers ✘ Your data 25

26. Wilson Fletcher @ WFD / Feb 2020 Futurestate thinking involves: ✔ Sparks, signals, forward indicators ✔ Creative, lateral thinking ✔ Adjacent inﬂuencers ✔ Potential customers 26

27. Wilson Fletcher @ WFD / Feb 2020 Futurestate doing involves: ✔ Experiments ✔ Conversations ✔ Lateral design ✔ Agile methods ✔ Courage/wine 27

28. Wilson Fletcher @ WFD / Feb 2020 A few tips on how to think… 28

29. Wilson Fletcher @ WFD / Feb 2020 Always start with the ‘to’. Do not do any current state analysis until after you have envisioned your future. 29

30. Wilson Fletcher @ WFD / Feb 2020 Think digital-ﬁrst. Assume 100% of your future customer interactions are digital. 30

31. Wilson Fletcher @ WFD / Feb 2020 Think about them. Ban any reference to how you do anything today, or what you have today. 31

32. Wilson Fletcher @ WFD / Feb 2020 Think without constraints(ish). If you see that someone else is doing something like it, assume it can be done by you. 32

33. Wilson Fletcher @ WFD / Feb 2020 Imagine that you have to compete with everyone. The expectations of your future customers will be set by the best they experience of anything. 33

34. Wilson Fletcher @ WFD / Feb 2020 Get your head into the future ‘new normal’. Assume ‘that will never happen’ or ‘people will never do that’ has happened. 34

35. Wilson Fletcher @ WFD / Feb 2020 Think about how to become an alternative to yourself. What future you would make you obsolete? 35

36. Wilson Fletcher @ WFD / Feb 2020 Remember… 36

37. Wilson Fletcher @ WFD / Feb 2020 37

38. Thank you Mark Wilson  Managing Partner & CEO, Wilson Fletcher mark@wilsonﬂetcher.com

Mark Wilson

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