Definition
Sensemaking is the process through which people interpret and give meaning to complex, ambiguous, or uncertain situations. It involves gathering information, identifying patterns, and constructing a coherent understanding of events to guide decision-making. In futures thinking, sensemaking helps individuals and organizations navigate uncertainty by creating a shared understanding of possible futures and the factors influencing them.
Example - Social Media
In the early days of social media, companies like Facebook and Twitter had to make sense of how these new platforms would change communication, business, and society. Initially we were unsure of the value or risks associated with social media, seeing it as a fad or a tool for personal use rather than a business asset. Sensemaking was key as companies observed how people were using social media to connect, share, and influence each other. This process involved recognizing emerging patterns like viral marketing, the rise of influencers, and the shift in consumer behavior towards online engagement. By interpreting these early signals, forward-thinking companies were able to adapt their strategies, leveraging social media for brand building, customer engagement, and even product development.
Ask yourself
- What are the key elements of this situation that I need to understand?
- How can I connect the dots between seemingly unrelated pieces of information?
- What assumptions am I making, and how might they influence my interpretation?
- How does my personal perspective shape the way I’m making sense of this situation?
- What alternative interpretations exist, and how might they change my understanding?
Tools
- Causal Layered Analysis (CLA): A method that helps unpack the layers of meaning in a situation, from surface-level events to deep cultural narratives.
- Narrative Analysis: Analyzing stories and narratives to understand how people construct meaning.
- Systems Thinking: Viewing the situation as a whole and understanding how different parts interact.
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