The Institute for Applied Generalization lives in the societal space where journalism, government and NGO policy work, and the needs of communities and individual people, meet business reality; where economic, cultural and historical trends encounter human needs and preconceptions.
So let us spend a minute or two on predictive applied generalization – and think about 2012. What might happen? And can applied generalization at the start of the calendar year – a fairly random point in time – help us approach the near future with more confidence? Or should we adopt the brace position and kiss our behinds goodbye?
The Mayan calendar may push us in that pessimistic direction. The Mayan calendar ends in December. Over. Schluss. Terminado. But, experts on such matters say, this may well means that it restarts the next day, a pre-Columbian reset. The wheel of destiny just takes another turn. It’s a good thought. Certainly better than believing that we’re heading for the end of the world (especially close to Christmas when people will have spent money already).
So the short answer to the question about whether applied generalization will help would be a choice between “don’t know” and “possibly”.
But we’re not looking for short answers here at the Institute for Applied Generalization. We want to wander, stray, probe, poke and drift in the world of plausible and implausible options before we apply generalization to life’s complexities. And leave any conundrum a little less puzzled, just a little winded from the exertion of delivering an uncommon contribution of common sense. Plus from all the pontification that comes so naturally to an experienced applied generalizer.
So what will happen? More changes at global and local level. Yep. Tick. But, as the worlds of geopolitics, business – and everyday life – are becoming more puzzling and harder to navigate, and developments get a little tougher to predict, who knows, really?
In situations such as the one before us, it is key to adopt the right attitude. The Institute for Applied Generalization recommends a world view based on a sense of optimism. It favors adding a mix of genuine belief in the good side of human nature, and a touch of sardonic cynicism. That is half the secret of being able to apply generalization in a helpful way. Reach beyond the stereotype.
Let’s not be naive. Predicitive applied generalization is a lot harder than the rear view or GPS-like application of generalization with the usual aim of trying to understand how we got some place (or not) and where we are. With predicitive generalization we turn the focus forward and, well, predict.
But the Institute has a general policy based on complete but perhaps a mite unrealistic self-confidence, so here’s some common sense-based advance commentary ahead of events for 2012.
Let’s begin in the United States, where the reflection of reality is becoming more difficult to interpret every year. It is easy to predict that the entertaining but unfit-for-purpose pre-election “discourse” in the US will dominate the news this year. But is is hard to understand why the United States, a nation inhabited by people who respect the law of gravity and otherwise seem fairly even-keeled, is content with the brazen limelight theft conducted by groups on extreme ends of the political spectrum. Politics, it is said, is show business for ugly people. But that saying didn’t intend, orginally, to describe their minds. No improvement is in sight. One indicator for improvement would be if Fox employed news anchor men (or women) instead of rancor men to preside over its “news” shows. As it is, The Onion, The Daily Show and The Colbert Report more accurately reflect the degree of maturity and sanity in US politics than the networks, who must keep up the pretense that developments like the Tea Party actually offer a realistic political option on how to run the world’s most important country, at home and abroad. Some newspapers do an OK job, but who has the time to read the New York Times, the International Herald Tribune, the Financial Times or the Neue Zuercher Zeitung?
In Europe, the euro-fuelled handwringing in European capitals will continue. Like other OECD politicians, the Europeans seem to have decided to leave the tackling of real problems in the actual reality of real life to other “organs in society”. That’s what the UN calls business and civil society. Including, one would have to assume, those business organs who keep finding ways to play with other people’s money and cause us all to reel from one financial cliff-hanger to the next. Those organs are still a lot too active, in the Institute’s view. And someone should rein them in, by taking away some of their toys.
Elsewhere, it will be most interesting – and geopolitically relevant – to see what happens in the Arab world. Hope flared in 2011, but regional reality is rearing its ugly head again. Anything seems possible now, from an empowered march towards more equitable societies with better opportunities for all to a slow islamization of the region. This year, we will probably we see signs pointing in both directions.
China has discovered that a better paid population can contribute more to the national economy, so perhaps in 2012 we will see less manufacturing moving to China, and perhaps even some more re-shoring back to Europe and North America. Brazil booms, and most of Latin America plods along as always. Mexico will continue to have its drug mafia issues. South Africa teeters on the brink of political implosion, and most of the rest of Africa is still a sad place. No sudden change expected here, although deep change would be needed.
But in most parts of the world, there is good underlying news. Civil society is stepping into the void, building stronger networks, making full use of social digital technologies. Whether such groups and organizations can operate openly or still must labor quietly or in the shadows, in 2012 more people will express their concerns, demands and opinion, and loudly clamor to have their needs met.
There doesn’t seem to be a rallying issue that will pull NGOs and others together as strongly as climate change, for example, did before Copenhagen. The Occupy folks are easy to put on television but they will not have much traction. Their issue, an unfair world, will remain important, but probably be split into sub-issues.
The Occupy movement will probably not have an effect beyond the world of 24-hour “news” – which, if we think about it, is about as good at reflecting what really matters (and what really is happening and why) as those political bun fighters that many citizens are growing weary of.
But, by force of habit or absent any alternatives, in 2012 the Institute will of course follow the news flow. Here, we will keep an eye out for one thing specially: how public relations – of all disciplines – might help business people better interpret and act on the role that their companies hold in society.
The good news in 2012 is that corporations that “get it” will probably connect better with their stakeholders and customers as citizens. The challenge for business leaders is, of course, to ensure lasting positive effects of their company’s actions. That can only be done if they as leaders possess a mixture a good IQ and an acute strategic eye with sound EQ (emotional intelligence) and what I would call superior SQ, or societal intelligence.
Companies create their own parallel and separate universes, just like other big groupings. But they can find ways to break the big problems to smaller chunks that can be tackled by them and “their” citizens.
Some companies with so-called issues – energy, environment, callous treatment of communities, or others – will in 2012 earn real respect and trust by approaching their problems as challenges to be solved rather than stuff to be explained away.
And, for a final predictive applied generalization, once companies move in that direction, they will experience how new relationships – needed to solve their problems – will also create opportunities.
It will be interesting to see if the list of companies that “get it” grows, changes or shrinks in 2012. Call it Sustainability, Corporate Social Responsibility or creating Shared Value – a clear understanding of what a company’s socio-political, economic and civic role and contribution, and putting that understanding at the core of the company’s purpose is the way to start showing that you’re “getting it”.
So what do you think? Tell your friends, especially if you agree with us. Framkly, here at the Institute for Applied Generalization, we’re really not interested in your views, but will read your comments over coffee and a smirk.