Eight Ways IBM Develops a View of the Potential Futures

Last week I presented at the 47th meeting of the Technology Market Analysis Group.  The theme for the meeting last week was “Trend Spotting and Forecasting Market Disruptions”, a theme that was right up my alley.   I’ll blog more about TMAG and the meeting in the coming days. 

How IBM Develops Views of the Potential Futures - Aug2011The inspiration for my presentation came from a white paper “100 years of foresight: The importance of long-term thinking at IBM” written by my IBM colleague David Jarvis, Senior Consultant of the IBM Center for Applied Insights team.

This was a very timely topic as this past June IBM celebrated its 100th birthday…a major milestone in the company's history.  It’s important to pause and reflect how a company like IBM continues to survive and even thrive in an industry that experiences one disruptive trend after another.  The answer lies in a series of initiatives designed to help the company understand and prepare for the potential futures that lie ahead.  

During the presentation, I provided an overview of eight examples of ways in which IBM approaches the discipline of strategic foresight.  In each of the eight initiatives collaboration plays a big part in planning for the future.   If you scroll to the bottom of this post, you’ll see I’ve also embedded the presentation which I have loaded to HorizonWatching on Slideshare.

Eight IBM Foresight Initiatives

1.Global Technology Outlook (GTO).  The GTO is developed annually by IBM Research and identifies disruptive societal, technical and economic trends that might impact IBM and its clients.  The GTO is used to drive technical initiatives in IBM Research and to jointly engage with IBM in formulating these initiatives.  For more information, check out the 2011 GTO report.  A side benefit of the all the work that goes into the GTO is the annual list of Five in Five…which provides a list of five technologies that may have a disruptive impact on our lives in five years.

2.Academy of Technology. The IBM Academy of Technology is a society of IBM technical leaders across all IBM Business Units.  The academy’s mission is to advance the understanding of key emerging technical areas.  Groups of technical leaders voluntarily study, organize, synthesize and advance technical dialogue and innovation across business lines on important emerging technical topics.

3.First of a Kind (FOAK). The First-of-a-Kind (FOAK) Program encourages collaboration of early adopter companies with IBM Research and Sales.  The effort pushes early thought leadership and experiences with new technologies and results in the piloting of experimental solutions and working prototypes.  For more on FOAK see http://www.research.ibm.com/FOAK/index.shtml

4.Global Innovation Outlook (GIO).  The Global Innovation Outlook focuses more on broad issues impacting all types of organizations. This is an open, collaborative, multi-disciplinary process with external business leaders, academics, researchers and policymakers.  The focus on tackling broad and challenging topics – spanning geographies, generations, industries and interests.  Access past GIO reports via http://www.ibm.com/ibm/gio/us/en/index.html

5.InnovationJam. InnovationJams (https://www.collaborationjam.com) are online collaborative discussions and brainstorming sessions for focused audiences ranging in size from a few hundred to hundreds of thousands.  The brainstorming sessions are enhanced by real-time text analysis and data mining software that highlights hot discussions and possible solutions.  An example was the HabitJam.

6.Institute for Business Value.  The IBM Institute for Business Value (IBV) is global team of 50+ consultants who conduct research and analysis across multiple industries and functional disciplines. IBV consultants author thought leadership papers, like “Future Agendas” and “C-Suite Studies” that provides an original, research-based point of view told from a client’s business perspective.  

7.Market Development & Insights.  IBM’s Market Develop & Insights is a global team of market research analysts and consultants that research topics of importance to IBM business leaders and strategists.   The team accelerates the understanding of new or emerging markets, and acts as a catalyst for future growth.  The team provides foresight from a marketing perspective, including market definition, opportunity analysis, market drivers/inhibitors, potential segmentation, and competitive intelligence.

8.HorizonWatch Community.  This is a cross-IBM community of 1900+ IBM employees from all types of functions, divisions and geographies that I have led since it’s creation in 2001.  The mission is to improve our collective ability to sense future disruptive technologies, business issues, trends and opportunities.  The community meets via monthly conference calls on an emerging topic, which are led by a subject matter expert.  In between calls, the community collaborates via an online community platform that allows the members to share and brainstorm ideas about how the future will play out.

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