Scenario Planning Outsmarting The Competition

Marketing Deep Dives by Denyse

This episode of DEEP DIVED from DENYSE argues that relying solely on societal trend analysis for business strategy is ineffective, leading to homogeneous products and reduced competitiveness. Instead, it advocates developing scenario planning and shares a ten-step process to transform trends into unique future possibilities. This involves creating diverse internal teams, identifying key trends, and developing plausible future scenarios to inform strategic decisions. The article by Denyse, which is the basis of the discussion, emphasises the importance of executive sponsorship, creative moderation, and compelling storytelling for successful implementation. Denyse promotes scenario planning as a superior method to gain a competitive advantage over simply tracking industry trends.