Lead the Future You Want, Not the One You're Given

Can You Really Influence the Future? When I’m speaking with strategic leaders, I often hear this question: “If the future is unfolding anyway, where do we actually have control?” The answer lies in understanding Soft Trends—those future possibilities that aren’t locked in, that are shaped by our choices. Unlike Hard Trends, which are based on future certainties like demographics or technology cycles, Soft Trends are open to influence. In other words, they’re where your leadership makes the biggest difference. What Makes a Soft Trend so Powerful? Soft Trends aren’t predictions. They’re directional cues. They emerge from human behavior, beliefs, and social dynamics—all of which are adaptable. Where Hard Trends show you what will happenwillHard Trends show you what will happen, Soft Trends allow you to shape how it happens. This gives leaders: •  Room to maneuver •  Time to adapt •  Opportunities to innovate before disruption hardens That’s why they’re so valuable. And so often overlooked. What's Holding You Back? It Might Be Your Assumptions Every Soft Trend is surrounded by assumptions. Many go unchallenged, silently steering your strategy. I’ve categorized them into two types: •  Hard Assumptions: Based on measurable data. These are more reliable but still open to interpretation. •  Soft Assumptions: Based on beliefs, experiences, or untested expectations. These often go unnoticed—and can be the most dangerous. The key is this: When you identify and challenge outdated assumptions, you unlock new paths forward. That’s where leadership becomes innovation. Which Companies Are Already Shaping Soft Trends? Some organizations are already using Soft Trends to redefine their industries. Unilever didn't just observe the rise of plant-based eating—they accelerated it. Through their "Future Foods" strategy, they reimagined what everyday nutrition looks like. By doing so, they shifted consumer habits on a global scale. Patagonia challenged the idea that retail could only grow through consumption. Their provocative "Don't Buy This Jacket" campaign reframed sustainability as a competitive edge—one that forced an entire industry to catch up. And DBS Bank in Southeast Asia? They looked at the uncertainty around mobile banking and saw a Soft Trend. While competitors hesitated, DBS restructured, invested, and built a future-ready culture. They didn’t digitize—they transformed. These companies didn’t wait. They shaped. How Can You Start Influencing the Future? Shaping Soft Trends doesn’t require massive disruption. It requires focused, anticipatory action. Here's how you can begin: 1. Spot the Influenceable Trends Start by asking: Is this trend based on human behavior or a fixed trajectory? Trends tied to belief, preference, or perception are likely Soft Trends. 2. Identify the Invisible Assumptions Every trend rests on assumptions. Uncover them. Ask who made the assumption and when. If it’s outdated or inherited, challenge it. 3. Act with Precision, Not Volume You don’t need a massive overhaul. Try micro-strategies—small pilots, messaging shifts, prototype rollouts. These can steer momentum faster than sweeping change. 4. Tell the Story Before Someone Else Does Soft Trends thrive on narrative. The more clearly and widely you share your vision, the more you influence how the future is interpreted by customers, partners, and regulators. What Happens If You Ignore the Soft Side of the Future? Too many leaders are so focused on Hard Trends that they ignore the levers still within reach. The result? •  Competitors shape the narrative first •  Harmful assumptions go unchallenged •  Opportunities solidify into missed chances Leadership isn’t just about bracing for what’s inevitable—it’s about seizing what’s still flexible. What Kind of Leadership Does the Soft Trend Era Require? We’re in a leadership era that rewards agility—but it rewards anticipation even more. If you want to be a trendsetter instead of a trend follower, start thinking like an Anticipatory Leader. That means: •  Scanning for early indicators of change •  Acting before consensus forms •  Making small moves that shift big outcomes Soft Trends aren’t speculation. They are your opportunity to shape what’s coming next. Which Soft Trends Are Ripe for Influence Right Now? Let me highlight three Soft Trends that are especially actionable today: •  AI in Education: Its role in classrooms isn’t settled. EdTech leaders can shape how AI supports—not replaces—teachers. •  Hybrid Work Models: Companies have yet to define the ideal balance. There’s still time to shape culture, not just policy. •  Digital Trust: Public expectations around data use are in flux. Leaders who embed transparency today will define tomorrow’s standards. These are still open for influence. But not for long. The Future Isn't Something You Observe. It's Something You Shape. Hard Trends give you foresight. But Soft Trends give you freedom. They’re where leadership becomes most visible—and valuable. So here’s the challenge: Don’t just monitor Soft Trends. Mold them. ► Want to take control of what comes next? Download my 2026 Top 25 Tech Trends Report to: •  Learn which Hard Trends are shaping your industry •  Discover the Soft Trends you can still influence •  Gain strategic insights for turning disruption into advantage Get the free report now!