A bit of splashing would surely make drowning easier to identify, but sadly, drowning tends to be a silent assassin. As retired Coast Guard Aviation Survival Technician Mario Vittone (2013) shares, "Sometimes the most common indication that someone is drowning is that they don't look like they're drowning." The same could be said for massive organizations who collapse like an avalanche, hiding their danger until one additional stress unleashes destruction. But, such collapses also tend to be masked - and they tend to be masked in the same way that drowning conceals itself. This would seem contrary to intuitive assumptions about staving off death. Vittone and Pia (2006) voice our expectation:
Most people assume that a drowning person will splash, yell, and wave for help; and why wouldn’t they? That’s what we see on television. Without training, we are conditioned first to think of drowning as a violent struggle that is noisy and physical. It is not.
Instead, the expert survivalists share what generally takes place. Instinctive Drowning Response represents a person's attempts to avoid the actual or perceived suffocation in the water. The suffocation in water triggers a constellation of autonomic nervous system responses that result in external, unlearned, instinctive drowning movements that are easily recognizable by trained rescue crews.
The struggle is not one of rational thinking about what is the most thoughtful means of communicating the need for help; rather, the body’s automatic survival mechanisms kick in, often inhibiting secondary response systems, like speech or flagging which unnecessarily utilize energy and oxygen for communicating need or concerns.
Organizations, too, have analogous systems of automatic response to life-threatening circumstances. And, those responses, like cost-cutting efficiency measures can be effective in the extremely short-term to keep the books balanced and creditors appeased. But, drowning is often the result of an incapability to peacefully and continually engage the present. This is why the one drowning strains to stay afloat with minimal exaggeration while sucking in watery breaths. Eventually, however, such measures fail. And, if someone does not save them, then they die.
Aiming for icebergs is a choice
But organizations are not destined to drown. They “go under,” because leaders lack the strategy capable of engaging the present. That is not to say the strategy is poor. It could be an imminently logical and thoughtful approach to achieve organizational goals. But, it could be a strategy that could not foresee the present context, and therefore operates under assumptions no longer tenable. Consider the drowning victim’s automatic response: struggling to remain “above” by pressing down on what lay below works when the objects pressed upon are solid, but when the medium is liquid, the result is a cyclical bouncing which actually works against the victim. So what is an organization to do if even quality strategy development can fail? The answer is to develop a strategic foresight competency.
No one working in your organization can foretell the future. And, you will not be hiring such a prodigy anytime soon. Still, that does not prohibit you from preparing for it better. And, if an unpredictable future can upend your plans and purposes so easily, then any improvement would seemingly be worth pursuing, especially if the improvement were to be a process competency enhancing the organization’s strategy work rather than a time-bound idea or assumption-restricted strategic plan. Essentially, this means strategic plans are only as valuable as the assumptions they are based on are true. Assumptions, which must be accurately predictive or flexible enough to qualify the plan, underpin strategy making, and strategic foresight is the competency that aids the organization in confirming, disconfirming, hybridizing, and generating assumptions. It is the work of enriching the strategy making process so that what results is more resilient to environmental changes. Alternatively, it heals strategy of its brittleness. As a result, strategy making is more robust and resultant strategies more adaptive and savvy. To illustrate the process, consider the following reasoning, which is not a prediction, but rather is an example of how foresight work might look in leading strategy formation.
When Facebook died: A marketing mockup
User tracking data seems to point toward Facebook’s loss of users and bloated registries (Canarella, 2014; Marks, 2013). Like population trends, signups occur, but they are less impactful than deactivation – especially for the company’s bottom-line, which is inherently tied up in sheer user population mass to which advertisements, desktop and mobile app, are pushed and from which user data is pulled. Of course, a different strategy could change the impact of user-numbers on that bottom-line (Edwards, 2014). Yet, with the loss of perceived invulnerability, that unbridled optimism for growth prospects, comes the loss of momentum. Surely, the pendulum of biases could lead onlookers to assume that geometric growth is only succeeded by geometric decline, but that would be narrow-minded. Arithmetic growth, a cyclical hybrid, cycles of growth and decline – like booms and busts – could also occur, among other possibilities (Risen, 2014). Assuming rigidly makes the strategic planning simpler, but it makes the strategic plan less flexible – and therefore less useful. In Facebook’s case, to assume the organization is rigidly stuck in a position of imminent and unalterable demise, would be to assume their strategic plan is rigid and could not anticipate for loss, like in the instances of younger-user interest or user disillusionment with the platform’s commercialization.
Supposing, however, that Facebook could be entering long-term decline as a potential future, how could that foresight consideration be leveraged as a strategic tool? Perhaps the marketing department in your organization has a social media presence. Perhaps they utilize Facebook promotion posts and analytic tools to gain understanding of your market segments. If Facebook is in decline, then how useful will that platform be for such marketing activities, for customer analysis, and for cultivating a strong marketing competency long-term? It would seem less useful than when Facebook, as a platform, presented an untouchable tool for social connections and user-information divulgence. In the medium-term, that horizon to which strategic planning looks, might the marketing department, therefore, contemplate shifting reliance upon Facebook to other platforms – as well as reestablishing marketing functions that are less platform reliant? And, in the short-term horizon, the department may respond by budgeting less heavily for Facebook ads placement and Page development. Furthermore, they might consider training in the use of competitive platforms as well as explore opportunities to transition their fans from Facebook to a proprietary website or blog.
The above mockup of the way in which a single, confirming trend could affect a major social platform that is heavily leveraged by many companies’ marketing departments is a sample of how foresight can be strategically applied for organizational enrichment. Simply, this is what strategic foresight does, and why, as a competency, it enables organizations to remain adaptable amid uncertain futures. For the marketing department that uses Facebook as a key social media marketing platform, such foresight could be leveraged to gain the insight that putting all the marketing hopes in the Facebook basket may not be the wisest path forward. Moreover, Facebook’s adaptive planning may be less concerned with ensuring other organizations have access to the greatest number of customers than assumed.
Learning to swim
To reassert our starting point, drowning often occurs without radically successful survival efforts ever emerging. In moments of panic, we tend to hold fast to our assumptions rather than revisit them. Frankly, in the throes of death, all we can do is struggle and hope for rescue, unless, of course, we have prepared for the emergency. Critical emergency training is akin to that strategy work directing how to manage defined contexts. And, strategic foresight, therefore, is the overarching wisdom that emergencies happen, and training is a useful manner of preparing for them. You see, useful strategy work arises from foresight work, from the realistic and humble assumption that contingency thinking is reasonable. Assuming the future your strategy is built for is the future your strategy will undoubtedly face, however, is not.
About the Author:
David M. Stehlik is a passionate strategist and organizational motivator. Alongside private consulting, he is an instructor for the University of Saint Francis’s new online MBA program. He earned a BA in Political Economy and Christian Studies from Hillsdale College and an MBA in International Business, Marketing, and Administration from the University of Saint Francis, and he is currently finishing a doctoral degree in Strategic Leadership from Regent University. His international experience is extensive, including travel through Africa, South America, and Southeastern Europe. Beyond the U.S., he has consulted for leaders in Bulgaria, Macedonia, Romania, and Serbia as well as for Midwest businesses, youth camps, and various entrepreneurs.
*Image courtesy of Koratmember / FreeDigitalPhotos.net
Cannarella, J., & Spechler, J. A. (2014, January 17). Epidemiological modeling of online social network dynamics. In arXiv. Retrieved May 19, 2014, from http://arxiv.org/pdf/1401.4208v1.pdf
Edwards, J. (2014, April 29). This is what the decline of Facebook looks like. In Business Insider. Retrieved May 19, 2014, from http://www.businessinsider.com/decline-of-facebook-user-numbers-2014-4
Marks, G. (2013, August 19). Why Facebook is in decline. In Forbes. Retrieved May 19, 2014, from http://www.forbes.com/sites/quickerbettertech/2013/08/19/why-facebook-is-in-decline/
Risen, T. (2014, January 27). Don't predict Facebook's decline yet: Facebook should pursue growth despite overhyped Princeton research. . In USA News & World Report. Retrieved May 19, 2014, from http://www.usnews.com/news/articles/2014/01/27/dont-predict-facebooks-decline-yet
Vittone, M. (2013, June 4). Drowning doesn't look like drowning. In Slate: Snapshots of life at home. Retrieved May 19, 2014, from http://www.slate.com/articles/health_and_science/family/2013/06/rescuing_drowning_children_how_to_know_when_someone_is_in_trouble_in_the.html
Vittone, M., & Pia, F. A. (2006). “It doesn’t look like they’re drowning” - Recognize instinctive drowning response. On Scene, 14. Retrieved May 19, 2014, from http://www.uscg.mil/hq/cg5/cg534/On%20Scene/OSFall06.pdf
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