Created by four Dentsu Group companies, " Dentsu Future Mandala 2023 " (hereafter: Future Mandala 2023) is a mid-term future forecasting tool designed for companies to utilize in launching new businesses and services during an era of uncertainty.
In the first part of our interview with Takuya Kagata, the development manager, we covered the background and overview of the "Future Mandala" initiative, along with features of the latest version. The second part will delve into what can be expected from utilizing the "Future Mandala 2023" and present more concrete examples, including feedback from client companies that have already applied the "Future Mandala." We also touch on the future outlook for how the "Future Mandala" itself will evolve.
"Future Mandala 2023" excels as an activation tool, not a bible
Q. As mentioned in the first part, a key point of "Future Mandala 2023" is that it was created with a vision extending further into the future than the previous "Future Mandala," reaching 2030. By looking further ahead, it moves beyond predictions based on the extension of current events to predictions extending even further beyond the forecasted future. We understand this made its creation considerably more challenging than previous versions. Moving forward, I'd like to hear about the specific ways this challenging "Future Mandala 2023" can be utilized. First, could you share examples of how previous "Future Mandalas" have been applied?
Kagata: For a client who has continuously utilized it since 2017, the "Future Mandala" served as the basis for establishing a cross-company business development group. This further led to business domain expansion and the development of data-driven business initiatives.
Previously, each group company conducted future forecasting for new ventures, but the scope was limited to their own business domains. To facilitate discussions on launching new ventures that leverage the diverse assets of the entire group company network, the "Future Mandala," incorporating broader future forecasting for the entire world, proved invaluable.
Dentsu Consulting Inc. Takuya Kagata
Q. So you utilized the "Future Mandala" as a tool to invigorate discussions?
Kagata: Yes, that's correct. There's a business ideation framework using design thinking called the "Double Diamond" method. This involves drawing two diamonds to represent the process of "divergent" and "convergent" thinking, helping to find a path to solving problems. Applying this to launching a new business: the first diamond defines the problem to solve and the domain to tackle. The second diamond involves brainstorming ideas within that domain, generating as many possibilities as possible – the "divergence" phase. Then, considering feasibility and other factors, you narrow down the options – the "convergence" phase.
Kagata: The trend themes in "Future Mandala 2023" cover a broad spectrum of 72 themes. During divergence, they act as boosters to expand ideas. During convergence, they help gauge feasibility based on future projections. However, the specific businesses, products, or services that emerge will vary depending on each company's actual operations. Therefore, the "Future Mandala" itself does not become a direct bible for new ventures.
Incorporating hints that lead to a "Bright Future" to aim for a better society
Q. The Future Mandala seems to have applications beyond just being a tool to energize discussions.
Kagata: When conducting workshops at companies, we ask participants to review the "Future Mandala" beforehand and bring sticky notes to place on trend themes that interest them. With 7-8 participants, some themes attract notes from many, while others are placed entirely differently. By discussing the reasons behind these choices, the clarity of each participant's vision of the future significantly increases.
In terms of envisioning the future, it's also effective for defining purpose. Companies often have departments like strategic planning and product development, and perspectives vary greatly depending on the department or business involved. In such cases, the Future Mandala can help align everyone's vision of the future across departments.
Furthermore, discussing the future within the same group inevitably leads to narrow perspectives and closed domains. In such cases, using the "Future Mandala" to focus on broad, enjoyable, and positive future predictions can spark numerous ideas like, "Maybe our company could do something like this too." Some of these ideas might even get off the ground. Rather than starting from management issues, I believe we can connect to business by first enjoying the process of envisioning the future.
Q. You mentioned "enjoyable future" – is this positive direction inherent to the "Future Mandala"?
Kagata: After creating "Future Mandalas" for several years myself, I've come to realize that simply predicting the future in a flat, neutral way isn't enough. That's why I make a point to include assumptions about a "bright future" and "positive proposals."
Of course, there are numerous predictions of dark futures and social issues likely to worsen. For example, "poverty" is a major issue in Japan today, and there are predictions that economic disparities will widen further in the future. That said, creating a service where even minors can easily borrow money with just a smartphone could potentially worsen the problem. Therefore, to get companies thinking about how to create positive businesses that solve such issues, we seek hints that lead to solutions and incorporate them into the "Future Mandala."
This isn't just lip service; companies are genuinely expected to tackle these social issues moving forward. As a tool for businesses, we believe this is a natural and necessary approach.
We want to keep updating the "Future Mandala" without stopping its evolution.
Q. The "Future Mandala 2023" was just released. Have you received any feedback?
Kagata: While we haven't seen a flood of new inquiries yet, existing clients have already expressed interest in using "Future Mandala 2023." We expect demand to grow further.
This is because many businesses are currently experiencing their traditional domains crumbling beneath them, often finding themselves in situations where they must urgently pursue new business development. This inevitably leads to a greater need for more concrete future forecasting.
We hope "Future Mandala 2023" will be utilized across various domains—not only for new business expansion, but also for defining corporate purpose, considering the future direction of the company, and tackling current challenges.
Q. Finally, how do you envision the "Future Mandala" evolving going forward? If you have a vision, please share it.
Kagata: Creating "Future Mandala 2023" gave us the experience of looking even further into the future than before, revealing new insights. We intend to leverage the experience and methodologies gained this time to continuously evolve and update the mandala, ensuring it remains useful to more people.
The future holds rapid societal changes, like the COVID-19 pandemic, and events that are difficult for any single individual or company to predict. The "Future Mandala" is designed to respond swiftly to these shifts while embodying hope for a bright, positive future. By effectively utilizing "Future Mandala 2023," which looks toward 2030, we may uncover concrete pathways toward future-oriented corporate management and the realization of such a society.
The information published at this time is as follows.
Dentsu Marketing Division ~ Dentsu Digital Inc. ~ Dentsu Consulting Inc. supports corporate business design, including an insurance company's 2050 vision, an automaker's smart city concept, and a food company's new ventures. Specializes in consulting grounded in urban engineering and facilitation that breaks down silos. Captain of the Dentsu Sumo Club. Right-handed. Signature move: left-handed throw.
