Using Forecasting to Steer the Business: Six Principles

Based upon his forthcoming book Future Ready: How to Master the Art of Business Forecasting, Steve Morlidge – a finance professional by background – argues here that forecasters need to adopt a broader perspective on the role of strategic forecasting and a longer-range view on forecasts themselves. Steve offers a series of principles that should enable the business to navigate better through troubled waters. Copyright International Institute of Forecasters, 2010