How to find weak signals?
Story by Olli Manninen
Weak signals are surprising phenomena, emerging opportunities, which, when seized, may spark off success. Businesses are interested in these signals, as the prevalent view is that companies or people can influence them, unlike the more established megatrends.
According to futurologist Mika Mannermaa, you should look for weak signals all around you. But firstly, you have to keep up-to-date in the “must” area.
“Read the financial publications and listen to presentations by economists, business leaders, and futurologists. Follow the issues discussed by the government, parliament, political parties and labor organizations,” Mannermaa advises.
Step out of your comfort zone
Actual new ideas and phenomena are often found in areas that are unfamiliar yet interesting to you. Stepping out of the comfort zone, however, takes some effort and a willingness to take risks.
“Visit places and seminars that are strange or unusual to you. Wander in the woods or at fairs and rock festivals. Rove aimlessly, and you might bump into something interesting. Read exceptional books, study the footnotes, see peculiar movies and go to art exhibitions. Monitor the structural changes within the competition and other business areas. Study the everyday choices of consumers,” Mannermaa lists. “Surprise yourself, and don´t stay in the comfort zone-it kills all creative activity.”
Mosaic of the margins as force for change
Mannermaa stresses that information and ideas required for recognizing emerging phenomena exist everywhere. What is more important is to define the frame of reference within which you operate. It helps in distinguishing relevant information from the flood of data.
The world looks quite different if the frame of reference a company uses to view its operating environment is based on the view of the majority instead of the minority view of the information society as a mosaic.