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<p>Más allá de las razones tan profundas o tan mundanas que tendrán cada uno de ellos, hay una característica que los ponen dentro del mismo grupo de individuos. Sea por dinero o por la paz mundial, todos ellos consideran que el futuro no es la continuidad del presente.</p>\r\n
\r\n
<p>Y es aquí donde podemos clasificar a los líderes de las compañías que habitan este planeta, y por ende a sus compañías, en dos grandes grupos. Aquellos que viven exclusivamente en el presente y aquellos que lo hacen coqueteando con el futuro.</p>\r\n
\r\n
<p>Las compañías pertenecientes al primer grupo suelen ser muy endogámicas y verse a sí mismas como el epicentro de su entorno. Estas compañías deciden mirar de vez en cuando lo que ocurre a su alrededor (con suerte).</p>\r\n
\r\n
<p>En cambio, las compañías que pertenecen al segundo grupo suelen contar con una mentalidad (<em>mindset</em>) que les permite diseñar y aplicar estrategias, procesos y metodologías que intentan prever qué les deparará el futuro. Sin embargo, esto nada tiene que ver con futurología. Estas firmas únicamente tratan de entender los escenarios futuros posibles y alternativos que pueden darse en base a los acontecimientos que sutilmente nos lo anticipa el presente y tratan de prepararse para esos escenarios. “Los estudios de futuros ayudan a las instituciones e individuos a visualizar, diseñar y avanzar hacia futuros deseados en lugar de aceptar pasivamente lo que 'será’”, destacó <a href="https://www3.centro.edu.mx/PDF/CIEC/cuadernos/CuadernoCIEC_47_Jim-Dator.pdf">Jim Dator, director del Centro de Investigación de Hawái para Estudios de Futuros de la Universidad de Hawái</a>.</p>\r\n
\r\n
<p>¿Pero, por qué, como compañías, nos cuesta desarrollar esta capacidad? Por lo general, tratamos de hacer lo que intuitivamente nos sale. Crecemos. Sumamos procesos, áreas de negocio, equipos y personas. Lo hacemos –o creemos hacerlo- bien. Llega el punto en que dejamos de mirarnos a nosotros exclusivamente para observar y mirar qué está haciendo la competencia, las innovaciones tecnológicas que se desarrollan, lo que sucede en otros países y cómo está cambiando la sociedad. Cuando vemos ese nuevo panorama, reconocemos que algo ha cambiado desde la última vez que miramos. Nos encontramos con lo que llamamos tendencias. Cuando algo ha ocurrido reiteradas veces durante un periodo de tiempo, esa moda puede comenzar a catalogarse como tendencia. Lo que significa que, en realidad, al mirar las tendencias estamos viendo el pasado, no el futuro.</p>\r\n
\r\n
<p> </p>\r\n
\r\n
<p class="text-align-center"><strong>Las señales que nos envía el futuro</strong></p>\r\n
\r\n
<p>La clave del <em>foresighting</em> o del diseño de escenarios futuros no se encuentra en las tendencias actuales, sino en el momento en que esas tendencias se romperán. No sabemos cuándo, no sabemos quién, ni tampoco cual será la nueva tendencia que la reemplazará. Sin embargo, las señales que vemos en el presente nos darán una pista de los potenciales futuros que muy probablemente tenderemos que afrontar. Y así crear un marco en donde las compañías pueden depositar sus esfuerzos y recursos para innovar, cambiar y adaptarse.</p>\r\n
\r\n
<p>No obstante, nuestra capacidad habitualmente no nos permite ver los puntos de inflexión que aparecen en el camino. Como decía Emmett Brown, el personaje científico de “<em>Regreso al futuro”</em>, tenemos que identificar los puntos de inflexión que rompen la continuidad del tiempo: el futuro no es la continuidad del presente. </p>\r\n
\r\n
<p>Por ejemplo, sin importar el tamaño de la empresa, no podemos dejar de lado nuestro interés por entender la necesidad de un cliente. Ellos son los primeros “mensajeros” de esos puntos de inflexión que definen el escenario futuro. Si pasa demasiado tiempo sin que los miremos, probablemente el valor que le podremos aportar empiece a dejar de tener sentido. Y en el peor de los casos, nos convertiremos en vendedores de guías telefónica en siglo XXI.</p>\r\n
\r\n
<p>El futuro nunca llega, siempre estaremos corriendo detrás de él, pero con una serie de modelos y metodologías, tenemos hoy la capacidad de comprender que nos depara y hacer algo al respecto. Al menos, desarrollar las capacidades que ese futuro necesita y no solo sobrevivir sino triunfar en un mundo totalmente distinto del que vivimos hoy.</p>\r\n
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