How to move from communications firefighting to futuring

It was Thanksgiving weekend 2008, a time when business needs eclipsed family time.  For me, it was the moment I transformed from being a “communications firefighter” to a “communications futurist”—and never looked back.

The world was in an economic tailspin following the collapse of the banking institutions. The Great Recession was upon us, and being in communications in the auto industry was not for the faint of heart. Car sales were falling 50 percent. U.S. unemployment was rising by the week. GM and Chrysler were headed into bankruptcy.

At Ford, we were about to testify before Congress, asking for financial support for GM and Chrysler to ensure the stability of the auto industry and the massive supply base attached to it. Yet, the world was confused. Most people had incredibly negative opinions of the entire American auto industry. Even though Ford already had restructured and secured the funds needed to weather the shock that was to come, nobody knew it.

As chief communications officer at Ford, I was asked by our board what was needed to change our trajectory. “Quite simply,” I said, “it’s time to move from defense to offense, to transform the communications team from firefighters to futurists.”