"Business strategies must be based on physical quantities to cope with uncertainty."

We have entered a new era (known as the Anthropocene), marked by uncertainty, fluctuations, and competition for resources. From epidemics to wars, growing instability is manifesting itself in unprecedented and interconnected crises.

Decision-makers need to think about the future differently in order to chart a course in this new landscape of uncertainty, argue the authors in a joint op-ed in Les Echos, our partners at Carbone 4, alongside business leaders and researchers who initiated the initiative IF Initiative.

Given this context of multiple crises and economic uncertainty, continuing with "business as usual" is no longer realistic.

However, this is not inevitable. Companies can regain control by moving away from predictive and monetary approaches—which are insufficient—and adopting a new approach that grounds strategic thinking in physical realities.

This is the mission of IF Initiative, which—in collaboration with some 20 companies and six research teams—aims to develop a methodological framework to help organizations build robust strategies to prepare for change and adapt their offerings and business models.

To read our op-ed published in Les Echos and see the full list of signatories

Click here