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Why do you need macronomics?


Forward thinking about the future big picture is central to business success. But too few companies do it, or do it well:

We live in a world of increasing uncertainty, where the pace and scale of change are accelerating, fuelled by ubiquitous social media, connectivity and disruptive business models. But perhaps the biggest challenge of all is the impact of change in the external environment. We believe understanding the future external environment will be more important in the future, than in the past. In the words of Yogi Berra: "The future ain't what it used to be." This is a world where understanding macroeconomic, geopolitical and future megatrends, better than your competitors, will yield competitive advantage.

9 out of 10

UK companies say analysing the future external environment is important or very important.

Only 13%

of UK companies think they’re very good at analysing the future external environment.


of UK companies think their business has underperformed because they failed to think adequately about the future external environment.


of UK companies say they don’t analyse the future external environment at all.


of UK companies think the UK has a corporate culture that doesn’t support forward thinking.


of UK companies believe it would be worthwhile in time and effort to build a better understanding of the future.


Source: Institute of Directors and Barclays Commercial ‘Changing the way you think about change’ survey of company directors.