24. CREATING THE FUTURE

Freedom and destiny are solemnly promised to one anotherand linked together in meaning.

—Martin Buber

The Shell system of scenario planning is acknowledged to be one of the best state-of-the-art strategic planning systems used today. It has served the Royal Dutch Shell Group of companies extremely well over the past twenty years. In 1970, Forbes had said that Shell was the weakest of the seven major oil companies, even calling Shell “the ugly sister” of the so-called seven sisters. Three years later, Shell discovered the power of targeting the mental models of its decision makers through scenario planning. By 1979, Shell and Exxon were seen as operating in a class by themselves, and by 1994, Forbes listed the Royal Dutch ...

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