Think the thinkable

Abstract

Purpose

The purpose of this paper is to emphasize the importance of anticipation rather than prediction in business strategy.

Design/methodology/approach

The paper takes the form of an opinion column.

Findings

This column attempts to demonstrate that supplementing standard strategy with a right‐brain, inductive examination of the basic working assumptions of the organization is the best way to anticipate catastrophe.

Originality/value

The paper presents an historic perspective on catastrophe and change that may be unavailable elsewhere.

Citation

Marren, P. (2009), "Think the thinkable", Journal of Business Strategy, Vol. 30 No. 6, pp. 69-71. https://doi.org/10.1108/02756660911003158