​WTF leverages the PhD research methodology that established a rigorous and comprehensive methodology that combines key principles from Johari's window and Rumsfeld's "Unknown unknown" concept, resulting in a unique framework for quantifying the unknown. 

The research approach involves inductive and case-based research, leveraging interviews, codifying techniques, and thematic analysis. Through this meticulous process, we identify and extract 25 critical success factors that are essential for future growth and resilience.

To further solidify our methodology, we have developed an advanced "Future Fitness Score" (FFS) utilizing sophisticated statistical analysis. This score serves as a robust quantitative measure, evaluating Leadership, Organizational structure, and the ever-changing business Landscape (LOL), providing businesses with a single metric to assess their future readiness.

​Additionally, our methodology incorporates insights from 58 qualitative surveys, which prioritize attributes over a 10-year time span, tailored to the evolving needs of businesses as they progress from startup to small, medium, and listed status. With our established and comprehensive approach, "What The Foresight" equips businesses with the knowledge and tools necessary to navigate the unknown and cultivate long-term success.

Create your future now

The research involved 150 pages of transcripted interview insights from C-suite and executives from banking, insurance, telecoms, mining, and more with over 250 years of experience. Combined, their market cap is over 1.2 billion ZAR (equivalent to $870 million USD).
We used a thematic analysis approach to codify the insights and identify the key themes. The key themes that emerged from the research were:

• The need to consider the impact of decisions today on the future.
• Leadership as the most important area to focus on, counting for 50% more than the organization.
• Relative weightings change over time with an over reliance on technology in the short term and under reliance on operational efficiency

WTF can help businesses to address these challenges and opportunities. We offer a suite of services that can help businesses to make better decisions, improve their leadership, and become more resilient.
We are passionate about helping businesses to succeed, and we believe that What's the Foresight can make a real difference. We invite you to contact us to learn more about how we can help you.

Here are some of the key stats from our research:

• Businesses that make decisions with the future in mind are more likely to succeed.
• Businesses with strong leadership are more likely to be resilient in the face of change.
• Businesses that invest in their people are more likely to be successful.

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We believe that these stats show the importance of considering the future, leadership, organistion and understanding the landscape and people for businesses that want to succeed in today's competitive market. We can help you to develop the strategies and solutions you need to succeed leveraging the power of distributed insights, AI, swarm intelligence and crowd perception.

Create your future now

.The founder Craig Wing, on whose research upon which WTF is anchored is a highly accomplished entrepreneur and technologist with a deep understanding of technology, business and the intersection of these with humanness and the new world of work. His first foray into AI was in 2005, when he started his first company. Craig holds two master's degrees: one in engineering and one in business, and is currently a PhD candidate in futures thinking. He has also been granted two provisional patents for his work on vision systems and computer components.

In addition to his technical expertise, Craig is also a successful entrepreneur. He founded four companies, including a non-profit in Silicon Valley and advised over 1,000 entrepreneurs and created 50,000 websites in one year as head of small business marketing at Google.
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Craig is a coauthor of two books, one of which was a #1 bestseller on Amazon. He has also advised Google X, Alphabet's "Innovation Lab." Craig is a passionate advocate for using technology to solve the world's problems. He is a global thought leader at conferences and events having presented over 500 keynotes in the last decade. WTF is the distillation of his experience and PhD research to allow for decentralised access to his life’s work.