b'Is Reading a Crystal Ball Feasible? A Futurist Says NoPredicting the future isWHETHER THEY ADMITit or not, people want to know whats going to happen in the futureespecially in the busi-impossible, but preparingness world thats been ravaged by uncertainties for the last two helps you get ahead ofand a half years. Just when we think the COVID-19 pandemic is behind us, theres more supply chain disruptions, theres attacks problems.on Ukraine and theres continued waves of disease. Realistically, should we be trying to predict the future? Alex Martin According to Sheryl Connelly, the answer is no.You should be weary of anyone who claims they can predict the future, says Connelly, manager of global consumer trends and futuring at Food Motor Company. That doesnt mean you cant start thinking about what the future holds.And while Connelly, a Futurist, says you cant see your future from a crystal ball or a psychic, she says predicting the future is all about preparation. My job is to push back on the status quo and to ask people to reconsider the cultural norms tucked up out of institutional beliefs, she says. When youre at the top of your game and when your sales and your market share have never been higherthose are the periods when you actually have to change your game.If youre worried about being behind as disruption hits, Connelly says getting ahead and starting the disruption is the best way to prepare. And, in her experience, prepping for uncer-tainties in advance can be a little nuanced. 1. Think DifferentlyFirst and foremost, you need to think differently, says Connelly, noting that an excellent example of this is the idea behind Blockbuster and Netflix. When Blockbuster was unable to think of a world where streaming might be possible, it ended up being a poor business decision on their part. They were unwilling to imagine a shift in the marketplace, she says. They were clinging to the status quo, and thats where their mistakes began.Instead, try to imagine all possibilities that can happen in the marketplace, and dont turn down new ideas that might seem wild and out there. Keep creative ideas in mind when working on preparing for disruptions.2. Beware the SWOT analysisWhen prepping, a SWOT (strengths, weaknesses opportuni-ties and threats) analysis might seem helpful to you and your business. But, be weary of these processes, as its glorified navel gazing, according to Connelly. A SWOT approach typi-cally allows an organization to focus on more controllable issues, whereas most disruptions arent controllable.30/ SEEDWORLD.COMSEPTEMBER 2022'