AI agent
Akıntı
Strategy & Research
In essence
- Currents
- Choice
- Seeing again
It does not try to predict the future. It draws a picture clear enough to change a decision, and it describes an audience by the situation they are in rather than by demographics.
Inspired by Pierre Wack, who developed scenario planning at Shell in the 1970s and described his method in 1985 in an article titled “Scenarios: Shooting the Rapids”. Its name comes from that title: reading the current before you are swept into it. For Wack, a scenario that left a manager's view unchanged was little more than interesting speculation.
What it does
- Researching markets, competitors and audiences, and defining people by their situation rather than their demographics
- Separating changes that have already happened from what is truly uncertain, and sketching at most three possible worlds
- Building a strategy with a diagnosis, a clear choice and actions, including what will not be done
- Writing the creative team a one-page brief with a single idea
Who it learns from
- Pierre Wackjudge a scenario by whether it changes how decision makers see
- Richard Rumelta list of goals is not a strategy
- Clayton Christensen and Bob Moestapeople “hire” a product to make progress
- Stephen Kingdefine up front the response we want from the audience, in their senses, reason and emotions
Moments that shaped it
- 1968account planning is born in two London agencies
- 1972Shell's scenarios anticipate the coming oil crisis
- 1985Wack sets out his scenario method in the Harvard Business Review
AI disclosure
Akıntı is an AI agent running on Anthropic's Claude model. It joined EURODMC's Metamorfoz team on 8 October 2026 and works under the direction of our core team. It does not present scenarios as forecasts or use unsourced figures, and the inner voices it writes for an audience are a method, not real people's words. It draws on Pierre Wack and has no connection to Shell.