Cambridge Business Association
The Sources of Disruption Every Company Must Monitor
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The Sources of Disruption Every Company Must Monitor

Amy Webb
Disruption 2020: A Virtual Symposium, 2020
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9

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Amid the COVID-19 pandemic and its economic fallout, many decision makers are feeling exposed – and wondering whether their organizations could have been better prepared. Amy Webb, the founder of the Future Today Institute, offers a framework for threat monitoring that can alert decision makers to disruption long before it strikes, even when the disruption emerges from unexpected quarters. Webb makes practical recommendations for moving forward and identifying opportunities in times of deep uncertainty.

Summary

All disruption emerges from 11 sources of change.

Decision makers at every company should monitor 11 sources of macro change for signs of impending disruption: wealth distribution, education, infrastructure, government, geopolitics, economy, public health, demographics, environment, technology, and media and telecommunications.

Usually, people limit the scope of their monitoring to their own industry – but the interconnectedness of today’s world means that change can arise from any of the 11 sources and affect your organization. All 11 have equal importance. Give priority to examining the source you feel bears the least connection to your organization. It may yield important insights, because...

About the Speaker

Quantitative futurist Amy Webb is the founder of the Future Today Institute and professor of strategic foresight at the New York University Stern School of Business.

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