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The Covid 19 pandemic and the recently started war in Ukraine show us how unpredictable the future ultimately is. But are companies really inevitably at the mercy of this rule, or are there strategies for coping with the future, regardless of what may come? Futurologist Monika Herrmann sees opportunities rather than risks and explains why.

Zurich, March 2022 – The Covid 19 pandemic or the war in Ukraine are just two examples of how apparently established and consolidated structures can be shaken and destroyed within a very short time. Not only as individuals, but also as entrepreneurs, we are seemingly helpless in the face of these events. But is this really the case? Monika Herrmann, futurologist and owner of moderning, says about the current challenges: “Reflecting on strategic success positions thanks to permanent innovative strength and customer loyalty is currently becoming increasingly important. Digitalization and artificial intelligence (AI) are interdependent and are megatrends that contribute to shorter planning cycles and increasing pressure for permanent innovation.” Accordingly, she sees opportunities rather than risks in this development for companies, which not only secure their economic survival with a strategic success position, but also use it to gain an identity that is difficult to challenge. “The management of strategic success position has proven to be an adaptable concept in its approaches since the 1970s, which has integrated the Internet as well as digitalization and AI in a trend-setting way.” The starting point is always the company’s strengths. They define the solution concepts that enable an exclusive position with low price sensitivity and sustainable customer loyalty.

An investment in the future

Futurology plays a key role here: as an expert, Monika Herrmann and moderning work with companies to develop future scenarios covering a period of ten to 30 years. These illustrate what measures are needed to achieve a superior market position in the long term. The approach is interdisciplinary and takes into account findings from the natural sciences, humanities and social sciences as well as best practices from business and society. “During our work, it often becomes apparent that mistakes that are recognized years later have a longer genesis, and their consequences can rarely be remedied in the short term without structural disruption.” Future research is thus a worthwhile investment in the future of any company. “Our clients are not only established market players, but also startups in the fields of medical technology, life sciences, IT or financial services.”

(Photo Credit: Lucia Eppmann)