Normality of the future: Trend diagnosis for strategic foresight

Foresight processes and activities are confronted with the task of making sense of the present, in particular by interpreting weak signals of change in the organizational environment. Although trends are considered to be important drivers of environmental discontinuities which may lead to strategic surprises, there is no operationalization from a strategic point of view. In this paper we are going to conceptualize trends as (socio-cultural) innovations. This leads to important implications. If the nature of innovation is taken seriously, then strategic trend diagnosis has to deal with two different aspects, invention and diffusion. First, we are going to present a framework for identifying the invention aspect of a trend (i.e., “the new”) which is based on the fact that “the new” results from a transgression of contextual boundaries. Second, we are going to operationalize the diffusion of “the new” as a threefold process of normalization - i.e., an unusual practice becomes social convention. Taken together, these two aspects provide a theoretical link between trends and market creation. In addition, by relating the above operationalizations to an entrepreneurial strategy-making framework, strategic issue diagnosis can be improved and more seamlessly linked to strategy formulation.