Our work is founded on four principles, which together form the basis of effective futures thinking: Clarify assumptions about the future The assumptions we hold about the future - both as indivduals and organizations - invisibly guide our decisions about what could, and should, happen. GFA helps clients uncover assumptions to create new, breakthrough ideas. Understand the dynamics of change Not all change is created equal. Change happens at different rate and degrees throughout society. Institutional and demographic shifts, for instance, take years, (or even decades) to be felt, while technological advances can change markets almost overnight. By exploring the interrelationships of social, technological, economic and political trends, we're able to understand how their effects will impact specific industries and organizations. Examine implications and explore alternatives The future is not a static, predetermined event. Rather, there are a number of possible futures, each dependent on the decisions you make today. GFA helps clients explore the possible, probable and preferable futures for their organization. By emphasizing the exploration of alternative futures in strategic planning, organizations are better able to develop a range of responses, rather than hedging their bets on the "most likely" future. Create a culture of futures thinking Preparing for the future is not a one-time endeavor. Integrating a futures perspective throughout an organization results in enhanced creativity, productivity and a more sharply-tuned competitive edge.