February 21, 2018
Fortune magazine recently did a piece on Shell, one of the pioneers in developing and using early warning systems. At Shell, the outputs are called “scenarios”.
The article indicated that the Shell early warning team “concluded that global demand for oil might peak in as little as a decade – essentially tomorrow in an industry that plans in quarter-century increments.” The piece goes on to detail what Shell is doing: “making some big strategic bets.”
What is of interest is that the rest of the oil industry now knows what She’ll is and will be doing. That raises an interesting issue: by acting and revealing what actions Shell, a dominant force in the oil industry, will take, Shell is giving its competitors, suppliers, and customers insights into its own contributions to making the oil industry look different from today. And that is also changing the future Shell has projected. That means that, if Shell is right about its scenario, by acting and broadcasting those actions, it may, nay will, cause the future to be different from what it would be absent it’s actions.
Of course, this means that, in a decade, when Shell measures it’s accuracy in predicting the future, it may find it was wrong. But, this is because it did\could not factor in the direct and indirect consequences of its response to what was then still in the future as well as the responses of others in this business ecosystem to its responses, etc. Yet, the scenario could still be extremely invaluable, even if they cannot prove it.
Is your brain still on straight? Welcome to a brave new world.