I was watching one of those classic natural history documentaries – narrated by the fulsome, authoritative tones of Sir David Attenborough, when the insight struck. “The panda bear”, he intoned “never needs to rush, because it is perfectly in tune with its natural environment”.
This made me think. How much of the stress, haste and relentless urgency of modern life arises because we are out of tune with our natural environments? The ultimate goal would be a symbiosis and essential connection between ourselves and our contexts, so that goals could be achieved fluidly (without friction) and time was not a constraint.
Environmental scanning is the strategic technique deployed by businesses to assess for changes in their natural environment. Whereas for the giant panda this process is subconscious and instinctual, for the organisation it requires careful scheduling and an attentive approach. The scanning process will typically involve a good deal of number crunching of macro-economic trends and industry data, as well as competitor analysis and comparisons of brand and market share positioning against rivals. The full array of social, political, economic, technological, legal and demographic trends will be analysed systematically in order to evaluate the ongoing relevance of the company’s products and services. The scanning process will usually form a key input into overall strategy formulation for the business.
Have you ever considered adopting this thematic, structured approach for your own life? We all operate in social, commercial and physical environments – often referred to as social networks, workplaces and neighbourhoods. Things can change rapidly in the modern world and developments can be fluid, unpredictable and often with only a short lead time to adapt. For example, the Great Recession of 2008-2010 was unforeseen by many of the finest economic commentators but it struck many with the force of a tsunami. Unemployment attacked many like a thief in the night. I am reminded of a line in “Ready or Not” by the Fugees. “You had better be ready, because ready or not they are coming to get you”.
Environmental scanning is one answer. Start in circles close to you and then move outwards. What are the key risks in your immediate sphere of control, such as your personal finances and your potential time commitments and obligations? Consider the changes that are happening in your family and circle of friends, and think what opportunities or potential threats these represent. Then move on outwards to encompass your profession, your industry and ultimately macro-level economic and political factors. While prudent to consider all risks and take appropriate personal action, it is futile to worry excessively about such as global GDP growth, flooding from global warming or (to cite an extreme example) an asteroid strike, since your power to determine any of these outcomes is nil.
Some major corporations have made the mistake of treating environmental scanning as an optional, expendable extra – and they have paid the price, sometimes to the point of bankruptcy. The demise of General Motors and its subsequent government rescue in 2009 was one prominent example. Do not make the same mistake. Remember that even the panda, an animal seamlessly and harmoniously in tune with its natural environment, is an endangered species in the face of overwhelming change such as habitat destruction by human encroachment.
Observe your environment.
Scan the horizon. Be ready.
Comments