Some applications of SD

[j.swanson@sdg.co.uk]

I have been involved in two discussions recently on topics where it=20
seemed to me that SD could make a useful contribution, but they are=20
both outside my area of professional activity. I wonder if anyone has=
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attempted to address either of them?
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The first is welfare reform. Most reforms are motivated by the wish to=
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encourage this or that change in behaviour. Currently in the UK (and=20
I think in the US) the debate is about how to enable people to get=20
back into work and escape welfare dependancy. The debate quickly=20
gets mired in conflicting assertions about what will or will not=20
happen, whereas in truth there is no single simple outcome, and=20
attempts at reform often seem to produce unexpected or unwanted side=20
effects that can lead to failure. The challenge is to design policies=
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that achieve an acceptable overall balance without too many unexpected=
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outcomes. Classic SD material, Id have thought.
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The second is the pop music industry (and probably the entertainment=20
sector in general). Structurally the business and product seems to=20
fragment over the years in response to pressures to create ever more=20
new niche markets, while the life expectancy of the average act=20
seems to get ever shorter. Or maybe Im just getting older. Has=20
anyone ever tried using SD to describe this process? With a son who is=
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learning saxophone I think I should be able to offer an SD perspective=
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on his long term career prospects!
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John Swanson
Associate
Steer Davies Gleave
32 Upper Ground
London
SE1 9PD
From: j.swanson@sdg.co.uk
tel: +44 (0)171-919-8500
fax: +44 (0)171-827-9850
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