PPB December 2017

S trategic foresight is a critical and proactive strategy that helps leaders look into the future and identify relevant trends in time to take advantage of them— or to avoid being broadsided by them. It’s a means to prepare your business for impending changes from outside forces that are capable of annihilating not only your business, but the entire industry. If the taxi cab industry had employed strategic foresight it may have foreseen the cataclysmic changes coming in services like Uber and Lyft that have completely transformed pay- per-ride ground transportation. PPAI is employing strategic foresight to understand the changes that are coming to the promotional products market and position members to not only survive them, but to capitalize on the opportunities they will bring. Since 1903, PPAI has been the trusted leader in the promotional products industry, delivering essential knowledge, resources and community to ensure the success of its members—those who manufacture, import and resell promotional products— and to the promotional products industry as a whole. In 2016, the PPAI Board of Directors made the decision to further enhance the organization’s effectiveness toward members’ continued growth and success. To do this, the board knew it had to tap into the expertise of outside business strategy experts. It hired Seth Kahan, founder of Visionary Leadership, who has worked with more than 100 organizations, including Shell and Prudential. Now, as one of PPAI’s four primary goals, the board has adopted a strategic foresight initiative to help members stay abreast of the changes that are coming into the market and to foster expansion through advertising, branding and marketing. Specific objectives include: • Gathering strategists • Researching industry trends • Building on what we learn • Identifying opportunities and successfully implementing them • Measuring results Success requires the ability to be out in front of change and demonstrate dexterity in implementing adjustments that have significant impact on your business.The business landscape can be tumultuous, and rapidly changingmarkets affect our profitability, customer service, and overall growth and success. Businesses and organizations that are successful are those that employ the confidence, strategy and resources to innovate as needed. Implementing a strategic foresight initiative requires taking the following five steps: Strategic foresight helps companies steer confidently into a precarious and uncertain future. by Mary Jo Tomasini, MAS Leading Change Through Strategic Foresight 24 | DECEMBER 2017 | INNOVATE