Working with Cancer Research UK to help develop new perspectives for their retail division

The recently facilitated a lively and very productive three-day Future Search event for the Retail Directorate of Cancer Research UK. The event's focus was "Retail - the part we can play in beating cancer", and its aim was to initiate conversation between representatives of all the organisation's stakeholders to generate much broader thinking about how the division could go forward.

Used world-wide by organisations, groups and businesses from all sectors, Future Search is a highly effective change technology that brings a complete cross-section of people together to debate and discuss a task-based agenda. Diverse stakeholders, from both within and outside the organisation, and who don't normally work together, share their past and present experiences and thoughts, establish mutual ground through dialogue and agree and commit to practical plans of action for the future. This wealth of different perspectives generates unusually broad and deep thinking, which significantly enriches decision-making as well as enhancing relationships.

Led by Sheppard Moscow consultants Eamonn O'Dwyer and Frances Storr, the Future Search event for Cancer Research UK's Retail Directorate comprised 70 people from every corner of the organisation - including senior managers, retail volunteers and staff, people from other departments such as IT staff, and community fund-raisers. This was the most diverse group the organisation had ever brought together at one time.

Over the three days the group explored the parts they had played in shaping the organisation in the past, then looked at the factors and challenges influencing the organisation's retail activities today, helping to create a very rich and enlightening picture. In the final part of the event the group generated some very creative and interesting ideas about how they would like to see the retail chain in the future. They then identified what is possible in practice, and decided on a realistic plan of action. This comprised both recommendations for the Retail Directorate and commitment by those outside the department to playing their own part in helping to make these changes happen.

Outcomes
By changing the kind of conversations the Retail Directorate was having, new and very different thinking on strategy opened up. Five key themes emerged, and several months on all but one have been incorporated into the operating plan for 2007/2008. They are also influencing longer-term strategic plans.

The Future Search also had a very positive impact on relationships. Through communication across the different departments and involvements, participants became far more interested in and much more aware of each other's roles. Many were struck by the different kinds of conversations that the unprecedented mix of people created, and every one who gave us evaluation feedback named something they were doing differently as a result of the event.

Commenting on the event, Simon Ledsham, Retail Director, said:

"Our Future Search event has really transformed the way in which we involve people from across our organisation in developing our future retail plans. It really brought a richness to the discussion by having shop teams, volunteers, external supporters and corporate staff all together in one room"

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