They tackled this imaginative task by pretending it was already the year 2020, and from that future vantage point, they crafted four stories to explain “retroactively” how each particular scenario would have emerged over the 12 years between 2008 and 2020.
As with all scenario planning, the key was not to restrict their imagined world to the future of the newspaper industry alone (that was too narrow a view), but to try and see how demographics, society’s attitudes, technology, and many other factors might all interact to give each of four distinct competitive environments a unique look and feel.
They tackled this imaginative task by pretending it was already the year 2020, and from that future vantage point, they crafted four stories to explain “retroactively” how each particular scenario would have emerged over the 12 years between 2008 and 2020. As with all scenario planning, the key was not to restrict their imagined world to the future of the newspaper industry alone (that was too narrow a view), but to try and see how demographics, society’s attitudes, technology, and many other factors might all interact to give each of four distinct competitive environments a unique look and feel.
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