The Futures Triangle

May 2019

Business strategy is about looking to the future. Strategy formulation involves making decisions today and considering different strategic directions that could be taken in the future. Inherent to strategic planning is the set of desired goals – i.e. a desired future, which is based on a specific image of the future. The desired future pulls an organisation into the future. To define a desired future, is nothing else than making a normative statement about the future – e.g. “we want to put a man on the moon”.