MIT Sloan Management Review

Corporate Strategy

Strategy as Options on the Future

By Peter J. Williamson

April 15, 1999

In the face of uncertainty and rapid change, companies must reengineer their strategy processes to create a portfolio of options on the future and integrate planning with opportunism.

“It is a great piece of skill to know how to guide your luck even while waiting for it.” — Baltasar Gracián (1601–1658)

In 1984, The Economist asked sixteen people — four finance ministers, four chairman of multinational companies, four Oxford University economics students, and four London dustmen (or garbage collectors) — to generate ten-year forecasts. They were the kinds of forecasts that underpin many long-term, strategic plans: the average growth rate in Organization for Economic Cooperation and Development countries over ten years, the average inflation rate in OECD countries, the exchange rate between pound sterling and the U.S. dollar, the price of oil, and the year when Singapore’s GDP per capita would overtake Australia’s (double Singapore’s at the time). In 1994, The Economist checked the sixteen people’s forecasts against what had actually happened.

On average, the forecasts were more than 60 percent too high or too low. The average forecasted price of oil, for example, was $40 compared with an actual price of just $17. All the respondents said Singapore’s GDP per capita would never overtake Australia’s, but that had actually happened in 1993. The most accurate forecasters were the London dustmen and the chairmen of multinational companies (a tie for first place); the finance ministers came in last. But the performance of every group was quite... To read the complete article, login or sign-up using the form below.

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