Against the backdrop of a socio-environmental crisis of such complexity and scale that its not yet fuIly understood, let alone fully quantified – some businesses aren’t just surviving, but thriving. How, against such odds, do they do it?Dr Melissa Sterry – Innovation Against All Odds
I first came across Melissa Sterry when I attended a talk she was giving in late 2019. She was challenging the received wisdom that we would all live a lot longer in the future. ‘Babies born today would live to be 100’. This was the received wisdom that much of the conference was founded upon.
“How can we say this?” she asked. “When everything around us is changing so rapidly?”
She went on to explain the complex global disruption caused by events such as climate change and proposed that there are few guarantees about anything anymore.
A full two months before most of us had heard of COVID-19, Melissa gave the example of new diseases emerging with strains capable of igniting pandemics. The message was clear: the world we think we know can alter rapidly or even disappear.
Melissa has now authored ‘Innovation Against All Odds’ – the inaugural report in the #OpenForesightSeries. An independent work, it discusses developments in science, technology, design and society at large that are shaping leading-edge innovation worldwide.
I’d urge you to read the report as it begs the question of how to navigate not one, not two, but many possible futures, each of which is distinct and, by nature, messy in its expression. More specifically, how might our businesses both large and small, established and emerging, plot a path through such complexity?
Welcome To The Post-Usual
This morning I spoke at a breakfast seminar on the post-Covid workplace. My contention was the current hot favourite – hybrid working – won’t be as successful as many think in the long term. History shows us that the end state is rarely that which is adopted first. The predictions of deserted high streets completely robbed of office workers, or of 24/7 fully remote teams who meet up on off-sites in Bali are extreme positions, and neither are likely to to become true. As the report makes clear, recent studies have shown that those that go to extremes lack the ability to process complex scenarios, and thus mentally default to expectations that fail to accommodate the complexity of reality.
As I say in my introduction to the Evolution vs Extinction section, we are all going to have to learn to live through complexity – moving from single-point solutions to directional systems innovation. The organisations that think change is something to merely react to, or to manage or control, may struggle to survive.
As Melissa makes clear, working with change is a symbiotic process that involves businesses being constantly alert to signals of change both within and beyond their industries, regularly re-evaluating the relevance of their model, operations, positioning, and talent.
From my perspective this requires all our organisations to adopt new mindsets as well as skill sets.
- A place where work has just enough friction. Far from all the talk of safe spaces the most effective teams will have regular, intense debates
- A place that has permission to be different. Where it’s allowable, even encouraged, to push back. Everyone should be ok with questioning assumptions and direction
- A place that harnesses the ability to think and act experimentally. Where happy accidents occur as much as planned foresight
In a post-usual environment there’s no right way to do things or hard and fast rules. Best practice can’t be true. What currently works will often stop working in complex and volatile times.
In the seminar this morning I pinned my hopes for the future on a more enjoyable, ethical, equitable and sustainable world of work. We need to focus on the principles of the outcomes we want to achieve as much as the outcomes themselves. Innovating Against All Odds makes this point in a different way. That businesses of old were, largely, consumed only with the odds that they and their industries faced, today, responsible businesses consider the odds that we, all humanity, face. The most innovative of those businesses seek to understand those odds to the greatest extent possible, and to do all in their power to help not hinder collective efforts. How you do this isn’t as important as the act of doing it. There’s not a print-it-out and stick-it-on-the-wall methodology to follow here.
Received wisdom isn’t what it used to be. The future will be made up of shades of grey where few things are certain and the best you can do to prepare is to be endlessly adaptable.
The companies who thrive will be the ones who are change seekers and change makers, not controllers, managers or inhibitors.