Companies need to design the future—not just react to it

Leaders, employees, customers, shareholders, and citizens are looking to achieve new levels of success that is wider, deeper, and more sustaining.

This creates an uncommon opportunity for companies that don't operate by default - they don't continue in the tried-and-tested or dabble around the edges. With clarity and intention, companies can design their future.

A first step is leaders' intent toward something greater than personal success. The intent may result from an intrinsic motivation to leave a positive legacy, or they may be compelled by investors, employees, or outside pressure such as governments.

But intent is not enough. Issuing a new purpose, sympathy, and compassion are only helpful if a company proactively designs the future they want to work toward. Given that futures will be bleak if design continues to ignore the environment, more companies should consider a planet-centred design.