SCENARIO is for progressive people with a high degree of decision-making competence in their professional lives. They are people who work with knowledge, who make choices, and who desire the greatest possible insight into the current trends that will shape our society in the future. The magazine's ambition and success criterion is to inspire to action and development on this basis.
Below you'll find current and previous publications of SCENARIO. We also think you should visit www.scenariomagazine.com, the magazine's own international website, and facebook where we regularly post free articles and more.
In the developed world, we live with something like an abundance of technology, and we often don’t notice the progress it brings. The reason is primarily that technological advances to most people are seen as refinements of something that already exists and that we generally are at a high level, with constant research and development, both commercially and at the universities. One model replaces another in a steady flow, and all the time more or better functions are added to our phones, computers, cars, hospital equipment, or companies’ production facilities. However, once in a while we see a leap in progress that makes us remember the time before and after a technological breakthrough.
Read SCENARIO 06:2013 here (requires login)
In this issue, we look ahead to the year 2030. How do we live, work, eat and spend our time by then? This is a perspective of 17 years, and if we also look back 17 years – to 1996 – we get an idea of how much things can change. As Klaus Æ. Mogensen writes on page 54, WWW was then still in its infancy, and Internet Explorer had just been introduced, just as mobile phones hadn’t yet become ubiquitous and besides weighed half a kilogram. However, looking back we can also see how much that hasn’t changed. It is difficult to determine precisely where the changes happen or don’t happen, and the timing is always crucial.
Read SCENARIO 05:2013 here (requires login)
There are many drawbacks to the democratisation of media that the internet has made possible, for instance that a huge amount of extremely poor quality content is created and distributed on the various digital platforms. Today, all of us have a megaphone to shout in, and unlike before – in the old media reality – nobody qualifi es our content before publication. On the social media and on the internet there are no editors, publishers, program directors, or anybody else that used to ensure some minimum quality and relevance before publication. We are left to our own devices. This has created what some call ‘a cult of amateurs’ and led to a deluge of cat videos, inconsequential status updates and self-promoting tweets.
Read SCENARIO 04:2013 here (requires login)
In this issue we focus on the comeback of the nordic region - in both management, business, organisation, and entrepreneurship.The Nordic region is back as an inspiration for the rest of the world.The Nordic countries have too long been influenced by American leadership theories and management ideas that don’t necessarily fit the Norse mentality. It represses the region’s natural strengths, observers think, and it for this reason it is high time to (re-)invent and develop a particular New Nordic Way. The restaurant noma did it for food, and now the time has come for companies, organisations and the Nordic countries themselves.
Read SCENARIO 03:2013 here (requires login)
The bicycle is an example of a simple technology that simply gets more and more relevant – even though it basically hasn’t changed in more than 100 years. In fact, it is so relevant that we in this issue point to it as being the means of transportation of the future. This is thought-provoking in an age when more and more objects look like relics of another time when they are just 10-15 years old. Just look at the mobile phone or the television (if we can even speak of that sort anymore, seeing as the boundaries between the computer and these devices are eroding rapidly). But the bicycle! It remains. Read Klaus Mogensen’s article on page 32. The car is another means of transportation that hasn’t changed much over the last century. However, unlike the bicycle it faces a revolution borne by technological progress, and we really can’t call it a car much longer. We may rather speak of robot-driven transportation units, and the car driver will become obsolete.
Read SCENARIO 02:2013 here (requires login)
Sex sells – but it’s not a marketing trick when we direct the spotlight at sex in this issue of our magazine. As we describe in the article on page 13, we currently see a change taking place in our society, in which sex becomes mainstream, where the sex industry is growing bigger and more powerful, and where technological advances offer entirely new opportunities and, not least, a number of ethical considerations. For that reason we find it important in this issue to focus on bare skin, fantasies and intimate encounters between people – and in the future, also between robots and people. This means moving into the grey areas between man and technology, and as the article on page 19 describes, the boundaries between them are likely to erode more in the future, making it difficult to distinguish between man and machine – simply because sensory technology and robotics will become so advanced that you can make lifelike copies of the one you love – or would like to love (and make love to).
Read SCENARIO 01:2013 here (requires login)
Entrepreneur and businessman Mikkel Vestergaard Frandsen - who we have interviewed for this issue - calls his business approach Pay for Performance, inspired by commercial companies that only get paid once the product or service has been delivered. He hopes that in the future this method will replace traditional development aid, in which you donate money with no guarantee that it will do any good.
You can think what you want about Mikkel Vestergaard Frandsen’s methods, and his approach to foreign aid – and not everyone agrees, as our article describes. At least the method is both original and effective – and if you ask us, also respectful of the people who thereby have their lives improved. Yes, Vestergaard Frandsen makes money, but development aid is at the same time turned into development, which erases the old-fashioned and somewhat patronising distinction between ‘giver’ and ‘recipient’
Read SCENARIO 06:2012 here (requires login)
Reaction and counter-reaction. The one calls for the other, almost by definition. That’s why it’s hardly strange that the analogue world is encountering a new renaissance. This is the subject for our front-page story in this issue of SCENARIO.
When streetwise youths cultivate underground music on cassettes, when the Walkman once again becomes a status symbol after a time in the darkness of oblivion, and when enthusiasts once again find good use for turntables, analogue cameras and typewriters by, there really is a connection to a structural change of our society towards more digital intelligence and an alternative economy.
As a result, the resurrection of the analogue world isn’t just a matter of nostalgia and retro fashion. It is a reaction and an early answer to a change whose magnitude we are only just beginning to grasp.
Read SCENARIO 05:2012 here (requires login)
The person featured on this issue’s cover, Sara Naseri is 21 years old, CEO of her own start-up, and travels all over the world to develop her product and to cooperate with companies about the invention she launched with her current business partner when she was 16. Sara, like many other youths in Europe and elsewhere, was born into a global, entrepreneurial generation of young people who can and will make it on their own and who have the entire world as their workplace, market and home. This also characterises the much-discussed Generation Y.
Read SCENARIO 04:2012 here (requires login)
Piracy of intellectual property was also part of reality back when the world was analogue rather than digital. There’s a direct line from the piracy of sheet music in the early 20th century to present-day file sharing on the internet, as described by Jan Drejer Petersen on the last pages of this issue. However, while ‘pirate’ used to be an epithet appended to those guilty of illicit copying, now the file sharers themselves use the ord. This may have started with the Swedish ‘Piratbyrån’ (The Pirate Bureau), which arose as a countermeasure to
‘Antipiratbyrån’, a copyright-protection organisation.
This issue is dedicated to pirates: both those who share files and those who take hostages. Timothy Wittig has written an insightful and thought-provoking article about the latter group on page 26.
Read SCENARIO 03:2012 here (requires login)
Food is something quite essential in our lives. Something we are used to think about as something natural, deriving from either flora or fauna. However, as our main article in this issue makes clear, we will see great changes in the field of food – among other things because we in the future will be able to create meat that never was part of an animal, but instead has been created in a vat in a laboratory.
We also gaze upon the future – as it is perceived by the so-called Generation Y. Everyone’s talking about Generation Y – the well-educated, anti-authoritarian prima donnas with a global viewpoint and an international and social mind set. But who are they really – and how do they differ from the generations before them? We pass the soap box to 4 representatives from Generation Y – and start with the question: What is Generation Y?
Read SCENARIO 02:2012 here (requires login)
In this double issue of our magazine, the artist Goodiepal points to something crucial about Western society. Born, as we have been, in the right place on earth in the best of all times, we have never had more surplus – but never have there been so few original thoughts as today. This is not just a paradox: it is also a problem. At least, if we believe that in the future we will have to make our livings from our intellectual abilities.
Read SCENARIO 06:11/01:12 here (requires login)
All over the world, cities attempt to attract residents, tourists and companies via the growing phenomenon of city branding. However, as this issue’s main article describes, it is a truly bad idea to use branding as a method. Once you think in terms of branding, you implicitly accept working with your product as if it was generic, and you end up fabricating a synthetic universe around it. This suits standardised products that can’t be developed further, but it is hopeless when it comes to cities.
Read SCENARIO 05:11 here (requires login)
Rational thinkers of many different eras have imagined that mankind would one day get over its religious delusion, and more than one of these philosophers has killed God. On paper, at any rate, for God has risen from the dead every single time. This means you don’t have to be much of a prophet to predict that religion will be a factor to consider in the future, whether you like it or not and whether or not you – with all your rational arguments – would prefer to disregard it. With all this in mind, Los Angeles, which we report from in this issue of our magazine, is a remarkably interesting place.
Read SCENARIO 04:11 here (requires login)
We live in a time full of cool concepts and people that seem to act, but in reality create nothing. People whose work consists of creating words, symbols and universes we can experience to the end of selling us something we don’t need. People that boast of belonging to the creative class, but never put anything on the line for their ideas. People that rarely leave their glass offices. Hence, the world should hear about Kristian von Bengtson, featured on our cover, who together with his partner Peter Madsen is building a rocketship with his bare hands – and who one day will fly into space in it. This is pure, unadulterated creativity.
Read SCENARIO 03:11 here (requires login)
To an extent, this issue of the magazine carries on where the last one left off, in that it continues to focus on the theme of risk information and management. Part of this lies in our interview with Jesper Eugen-Olsen about suPAR, the prognostic blood marker that has the capacity to provide information about the current state of health of each individual. As such, it can be used as a tool for personal risk management. Read also the interview with Joi Ito - Internet activist, venture capitalist and leader of Creative Commons. And finally we wonder: what happened to all he robots?
Read SCENARIO 02:11 here (requires login)
In this issue, we ask Ulrich Beck, the famous German sociologist, to revisit the risk society he described in his book Risikogesellschaft (Risk Society) in 1986. The reason for this is that 2011 marks the 25th anniversary of this book’s publication. What makes Ulrich Beck’s book special is that it remains the standard work of reference. Moreover, its contents have never been more apt. Lone Frank, who also adorns the front cover, tells in her most recent book a very personal story about putting herself through a series of genetic tests, and the future perspectives that follow in the wake of developments in gene technology.
Read SCENARIO 01:11 here (requires login)
We are currently witnessing rapid development in the fields of molecular biology and genetic research. And were we to highlight a single area that is well worth keeping an eye on in the future, this would be it. This applies no matter who you are, or what work you do. The fact is that development in this field will help society make giant leaps forward in a variety of other areas. For example, within a timeframe of just ten years, healthcare systems around the world will have access to improved opportunities to screen people for illnesses and diseases before they even occur. This means that it will be possible to screen entire populations, and prevention and early treatment will become more than just hopeful buzzwords.
Read SCENARIO 03:10 here (requires login)
The time, when we would let companies shove just about anything down our throats, is behind us. Scenario has interviewed Cluetrain Manifesto co-author Doc Searls, who tells us about how Internet has brought the consumer back into the driver's seat, so companies now really have to listen to their market; the conversations people are having about them.
Read SCENARIO 02:10 here (requires login)
He didn’t fit in as a young man, and he himself says that he was one of the “also rans” at school. Today, however, he is one of the leading international researchers in Denmark. It is likely that he will make an important contribution to cloning and “resurrecting” figures from the past by the time we get to 2040, or perhaps even sooner. As both man and scientist, Eske Willerslev is constantly amazed by what is possible and how fast development is galloping along.
Read the first Scenario (login required)
Before we released the first issue of SCENARIO in June 2010 the magazine was called FO/Futureorientation. Below you’ll find the past issues of Futureorientation
ISSN: 1904-4658 (eng) // ISSN: 1904-4658 (web)