Magazine article The Futurist

10 Keys to Success as a Futurist

Magazine article The Futurist

10 Keys to Success as a Futurist

Article excerpt

In order to succeed as professionals, consulting futurists need to show their clients how to use futures information wisely, writes business futurist Arnold Brown in Futures Research Quarterly.

Brown, chairman of Weiner, Edrich, Brown, Inc., in New York City, offers these 10 tips for success as a futurist:

1. Be objective. Presenting a vision of the future that looks like wishful thinking will reduce your credibility. To be trusted, you must be objective.

2. Think about how to get attention. In an era of information overload, one of the best ways to get your decision-making client's attention is to include solutions to the problems that may be described in your scenarios of the client's future.

3. Use your audience's language. Eliminate the jargon of your own profession and concentrate on communicating persuasively in terms your client will understand.

4. Know your client's business. "You don't have to know as much as your clients do," says Brown, "but you should know enough to be able to help them establish the implications of your information for their business."

5. "Play it again, Sam." Most people don't recognize or accept new things or information the first time they see it, so you need to keep repeating your message. …

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