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RESEARCH, ANALYSIS & TRENDS

But what will happen then when the element of surprise According to a Harvard Business Review article,
becomes a forgotten concept or when spoilers will stop exploring the power and potential of big data is inherent
being a thing? If we’re already certain and sure of in innovating for the future, but we should not ignore
everything that’s about to come, we’d be missing the the element of surprise. “With all of this information at
chance of experiencing something extraordinary. our disposal, we risk robbing brands of opportunities for
serendipity — the delightful surprises that happen when
Ironically, in our desire to get ahead and achieve a we least expect them, attracting the attention of
‘perfect’ world where we can have the ability to know consumers,” it says.
everything, we will be risking having a world that is only
average. And is that what we want? To be only Perhaps, the key in navigating towards the future is
average? finding a balance between certainty and uncertainty,
looking ahead to prevent us from harm while still
The pursuit of self-actualization allowing ourselves to grow and be surprised.

Humans, by nature, want to be fulfilled ‒ to have a life Predictions with a purpose
filled with meaning. Abraham Maslow’s hierarchy
of needs suggests that our need for self-esteem and The age of big data is here and there’s nothing to stop
self-actualization are strong drivers and motivators of businesses from unlocking its potential and using it to
behavior; therefore, being average just won’t be as try to predict the future. It’s inevitable. But predictability,
satisfying for many people. Those who are born like innovation, should not be done just for the sake of,
achievers will most likely seek to be better than the rest, or just because we have the technology to do it. It
and be, as Charles Darwin’s self-selection theory should have a higher purpose, something that will
suggests, the alpha male or female, or the leader of the breed new sustainable opportunities for future
pack. generations and not bring humanity to extinction.

“The most talented, thought-provoking, game-changing As Nicholas Carr asks: “Where does the algorithm end
people are never ‘normal’. They usually overcome great and the self-begin?” If and when predictive technology
obstacles, take surprising routes to their goals, are will be able to tell the future accurately, real creative
often dysfunctional and under no circumstances do innovators would know that recognizing the next
what people expect them to do,” says Virgin Group disruption would not be enough. We have to act upon
founder Richard Branson. So, even if we strive for it, and fast before someone else gets the idea and
predictability, our desire to be fulfilled and self- beats us to it. Just ask Kodak and Nokia.
actualized will go against ‘norms’ and expectations and In the end, it’s not whether we saw it coming or not, or
seek out the unpredictable and unconventional. whether we were the one who called it before anybody
Because for us, a predictable and average world is an else. When the time comes that the prediction comes
unfulfilling world, and nobody wants to succumb to that.
true, it’s the way we will react to change that will matter.

Is predictability the enemy of innovation?
After all, predictability is not the innovation destination.
In 1958, the United States established the Defense It’s not the ultimate goal. It’s a continuous unending
Advanced Research Projects Agency (DARPA) after journey of looking forward and finding the unknown ‒
the unexpected success of Russia’s launch of Sputnik. close enough to warn us of danger but far enough to
It had one ostensible mission: “to prevent technological keep us excited, motivated and on our toes.
surprises to the US military and to create surprises of its
own.” Do you want to know everything that lies ahead?
No spoilers please! ◊
Of course, everyone in the defense industry and even
non-defense organizations will agree. Getting ahead of By Alecs Kak Tien Chong,
disruption and fostering creativity and innovation are Associate at Aurecon
keys to win a war, whether in business or in the
battlefield; but this task is not as easy as it looks. As we
look ahead into the future by relying on real-time data
and analytics alone, we might be blinding ourselves This post originally appeared on
from other possibilities and be limited by the things that Aurecon’s Just Imagine blog.
data tells us, stopping us to explore further and imagine
the unknown.

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