John C. Camillus: discovering opportunities by exploring wicked problems

Purpose In this interview John C Camillus, author of Wicked Strategies: How Companies Conquer Complexity and Confound Competitors shares his approach to identifying “wicked problems” that firms can then explore to find growth opportunities. Design/methodology/approach The “wicked strategies” approach that Camillus proposes is designed to convert disruptive technologies into innovative business models, reconcile conflicted stakeholders by engaging them in co-creation of value and transform an unknowable future into a desired one through the alchemy of a Feed-Forward Framework. Findings Camillus’ proposed Feed-Forward Framework enables and employs the process of experimentation. Practical implications Camillus’ multi-level approach starts by discerning unique “wicked problems,” then applies a “Feed-Forward Framework” that analyzes multiple stakeholder interests and develops scenarios to discover and test possible opportunities and robust strategies. Originality/value The role of the corporate headquarters that Camillus proposes differs from the approach that is conventionally employed – it focuses intensely on human resources and competency development.