Dear B2B, get a grip on the future, not by predicting but by imagining

Author

Susanne van Mulken

Published

04 May 2023

Reading time

2 minutes

Traditional B2B companies often struggle with their strategic direction: What can they do to ensure that they remain relevant in a world that is changing rapidly? Continue with the products that you grew up with and invested a lot in, or take a whole new direction with all the uncertainty that comes with it?

Still, that's not a difficult choice. After all, it is not a question of 'either or'. It is more 'and and': And improve today to perform better tomorrow within the existing business model. And innovate to find future earning capacity. For example, look at Netflix or Picnic, they improve and innovate every day.

"To survive in the world of tomorrow, 'every day a little better' is no longer enough."

Edwin Lieftink

—

Design strategist,

Informaat

Psychological tresholds

But often, in addition to the full belief in 'and and', psychological thresholds also play a role. Think of insufficient support within the team or within the user or customer group. People often suffer from so-called cognitive biases (Kahneman). For example, they prefer not to take risks, are simply afraid of change, or think that the new process will not be better than the old one. Afraid to make mistakes. In addition, some people are simply more analytical and less creative. These are all very human qualities. Characteristics that you should take into account when innovating (eg. Mckinsey & Company).

Innovating by design

In my experience, by innovating by design you can significantly lower these psychological thresholds. Innovation is largely about imagination; With that imagination you can make intangible things concrete and negotiable, remove uncertainty and fear of the unknown. With imagination you can create a future that you can believe in and that helps you to let go of the old. Innovation requires getting things moving. Think sharply and then act. In small steps. And learn from it.

Explore the future

B2B companies can also 'get a grip' on their future. As my colleague and seasoned design strategist Edwin Lieftink says: Interdisciplinary design teams can help companies explore the future. Because even though we can't predict the future, by working with designers you can make a concrete (visual) representation of it. This makes it negotiable and allows you to adapt to changing needs and circumstances in time. Not predicting, but imagining.

Thursday, 11 May Edwin will present how we have explored different future scenarios for CRV. Curious about the principles? Come to Emerce B2B Digital. Or read what we can do for you.