It’s simple: FTSG uses Founder & CEO Amy Webb’s proprietary methodology, which involves best-in-class research and deep subject matter expertise, to develop plausible scenarios about the future. We then work alongside our clients to turn those scenarios into strategic action.
Exploring the future begins with a systematic analysis of the present landscape, where we identify and map the interconnected macro forces shaping our world across 11 critical domains such as economics, demographics, and geopolitics. A combination of subject matter expertise and rigorous research allows us to detect these early signals of change; we then use proprietary frameworks to distinguish between temporary phenomena – what’s trendy – and genuine trends that signal a change in direction over time. This evidence-based approach ensures that when we build futures, they are grounded in reality.
Trends are not enough on their own. Before we build out future scenarios, it’s important to examine the factors that no single business, government, or person can fully control or predict. Through careful analysis, we identify the most critical uncertainties that could fundamentally reshape the landscape ahead, pushing our thinking beyond conventional assumptions to explore how these factors might interact and evolve over time. This deliberate confrontation with uncertainty, while sometimes uncomfortable, is essential because it helps us move beyond simple trend extrapolation to uncover deeper insights about potential futures.
Armed with clear insights about both trends and uncertainties, we develop detailed, data-backed scenarios that show how different futures might unfold. These scenarios are carefully constructed narratives that bring to life potential futures, enabling organizations to make informed decisions that will increase their resilience. Storytelling and world-building are central elements to creating effective scenarios. A good scenario will help an organization rehearse the future. A great scenario will show stakeholders a glimpse of their organization in the future, which motivates action.
Once we’ve explored potential futures, we work alongside our clients to assess their implications – identifying opportunities, risks, and gaps between where the organization is today and where it needs to be. For our more in-depth engagements, we use a structured backcasting process to outline the decisions and resources needed to move toward a preferred future.
FTSG: First in Foresight.
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Future Today Institute is now Future Today Strategy Group!
© 2025 FTSG. All rights reserved.