Selling Power Magazine Article

Dr. James Canton and his Institute For Global Futures are taking a deeper look at some of the trends that will alter American life, markets and selling throughout the 21st Century. It’s not just technology that is changing rapidly, Canton warns. Institutions, companies, relationships among companies and even people are changing fast, too.

“You are going to be hearing more about an up-trend called real-time enterprise,” Canton says. First will come “knowledge transparency” throughout an enterprise that will streamline productivity. Next, supply chains among companies will go real time, conferring powerful competitive advantages on the linked firms. “Getting the right data to customers, partners and suppliers is coming.”

Another big trend is what Canton calls, “the emerging post-genomic society.” Genomic information will revolutionize health care in the lifetime of most working adults. “Would you like to live an extra 50 years with the stamina of a 25 year old?” Canton asks. The challenge is that there will be lags between tests that identify potential diseases and availability of cures. “Look for an increase in tests and bigger gaps in the treatments available.”

Canton believes the biggest single new market may be that for ‘human enhancement’ from drugs to surgery to cybernetic augmentation. “Everyone wants to be enhanced, and most of us already are, with contact lenses and straightened teeth,” Canton notes. “Wait until you are losing your sight or your memory. What’s coming will correct sight, restore hearing and provide mobility, as well as increasing memory, intelligence and stamina.”

Canton loves to think about the opportunities, as well as the challenges, of the future. And the future will soon be the world we all sell in. You can check out the shape of things that may be coming at www.globalfuturist.com.