The Journal of 2020 Foresight

Reports from the Knowledge Labs about our recent findings, research topics, and interviews with lifestyle leaders who are creating their own futures.

How to stimulate your own powers of foresight. Consider the following thought provokers. Ask yourself, in these categories what are the brand new trends and forces? Which are the ones growing in importance? Which current forces are loosing their steam? Which have peaked or are reversing themselves? Which are the "wildcards" about to disrupt us in the future? POLITICAL AND TECHNICAL thought for food: Electronics, Materials, Energy, Fossil, Nuclear, Alternative, Other, Manufacturing (techniques), Agriculture, Machinery and Equipment, Distribution, Transportation (Urban, Mass, Personal, Surface, Sea, Subsurface, Space), Communication (Printed, Spoken, Interactive, Media), Computers (Information, Knowledge, Storage & Retrieval, Design, Network Resources), Post-Cold War, Third World, Conflict (Local, Regional, Global), Arms Limitation, Undeclared Wars, Terrorism, Nuclear Proliferation, Weapons of Mass Destruction, Governments (More/Less Power and Larger or Smaller Scale), Taxes, Isms: Nationalism, Regionalism, Protectionism, Populism, Cartels, Multinational Corporations, Balance of Trade, Third Party Payments, Regulations (OSHA, etc.) Environmental Impact, U.S. Prestige Abroad. SOCIAL AND ECONOMIC Food for thought: Labor Movements, Unemployment / Employment Cycles, Recession, Employment Patterns, Work Hours / Schedules, Fringe Benefits, Management Approaches, Accounting Policies, Productivity, Energy Costs, Balance of Payments, Inflation, Taxes, Rates of Real Growth, Distribution of Wealth, Capital Availability and Costs, Reliability of Forecasts, Raw Materials, Availability and Costs, Global versus National Economy, Market versus Planned Economies, Generations: Y, X, Boomers, Elderly, Urban vs. Rural Lifestyles, Affluent vs. Poor, Neighborhoods and Communities, Planned or Organic Growth. Got Knowledge?

Archives
<< current

Saturday, August 12, 2006

University R&D, Professionals, Academic Institutions and Brand-as-Experts

Chapter Four: The Tribal Territories

By Steve Howard, CKO
The Knowledge Labs

Table of Contents
Chapter One: Basecamp
Chapter Two: The Ridge
Chapter Three: The Outpost
Chapter Four: The Tribal Territories

“She had made a huge circle in straw about 200 feet across. The line creating the circle was about three feet wide, so it was a lot of straw she had to put down to create this huge circle. In the middle of circle in straw on the beautiful green grass, the wheat-colored straw spelled out ‘war’. And then a huge line went diagonally through it in straw, crossing it out.”

Neil Young & Crazy Horse “Greendale”

DOUBLE NICKEL RANCH. Welcome to the world of Academics. Four talent brands of experts who love their profession and their local location who find occupational homes in university research centers, professional practices, academic institutions and in standards-setting associations.

Journal of 2020 Foresight: So these four sub-stories equate to different types of organizations that might appeal to an “Academic” who thrives on mastery, but with an identity independent of the employer.

Explorer: Yes. Their identity is tied to their profession. Professional may actually be a better description of this quadrant. We’ve had some negative connotations or should I say misinterpretations based on the name we labeled this scenario.

J2020F: And, these more likely fit the “Staying Put – Doing What You Love” scenarios?

Explorer: We realized that Academics by the very nature of their work make the best candidates for developing a Mobile KnowCo that allows them to live and work anywhere in the world.

J2020F: But?

Explorer: But, many stay in one place – in or around university towns or urban and suburban centers where they find clients for their services.

J2020F: But, again. They may already be living in a more pristine destination area – say outside of Boulder, Colorado or working for a corporate R&D unit outside of Palo Alto, California or near Aspen, Colorado?

Explorer: That’s Eagle’s point. In fact, in the old Claritas PRIZM classification, some of those Academics – particularly bordering to the left next to the Agent quadrant – closely fit the New Eco-topia lifestyle profile.

J2020F: New Eco-topia lifestyle communities where you’d find “University Research Centers” or in ‘Professional Practice” already?

Explorer: Yes. Those in the “red box on blue background” share an independent identity with their mirror image across the “border” in the Agent quadrant.

J2020F: Those “blue on red background” “Thought Leaders”?

Explorer: Yes. The major difference between the two is “Thought Leaders” conduct original or foundational research aimed at challenging prevailing wisdom. While University Research Centers may conduct highly specialized research in a publish-or-perish discipline, they document experimental hypotheses testing or extending prevailing scientific models.

J2020F: And those in “Professional Practice” may enjoy a more commercial niche as part entrepreneur and part professional services delivery person?

Explorer: That’s right. They work in knowledge organizations and consulting partnerships applying proprietary best practices and knowledge gleaned from their benchmark databases to large-cap clients.

J2020F: So, that’s why they resemble athletes and are represented in a green box on a blue background.

Explorer: Yes. If you follow the diagonal representing “Emerging Knowledge” when it “passes” from the Athletic quadrant to the Academic quadrant, it “travels” through the “Professional Practice” knowledge organizations.

J2020F: How about the “Traditional Institutions” talent cluster that shares a “border” with “Associates”?

Explorer: Their mirror image across that Associate border – the “Analytical Specialists” (blue box on tan background) receive external training from the “Traditional Institutions” faculty.

J2020F: In the Academic quadrant, these are the people who work in more academic or government circles teaching and doing basic research in and about complex systems.

Explorer: Yes. Of the three subgroups, that’s the only one that is the most Academic-like to most people.

J2020F: And, what about the fourth sub-group, the “Brand-as-Expert?”

Explorer: Emerging knowledge becomes embedded knowledge through their devotion and mastery to a discipline. Staying within a discipline over a work lifetime conveys a certain status that conveys wisdom. Typically they brand themselves as an acknowledge authority and serve on peer reviews, licensing boards, or expert witnesses.

J2020F: How can someone use all this information to find the best fit for their career?

Got Knowledge?
Copyright ©2002 - 2006 Aarnaes Howard Associates. All rights reserved worldwide.

6:47 AM