Book Launch Scenario Based Strategy

On 19 June Paul de Ruijter's latest book Scenario Based Strategy - Navigate the Future was launched at the Pfizer Auditorium of Nyenrode Business Universiteit.

Somewhat 100 guests listened to speeches from scenario practitioners Henk Alkema (ex-Shell), John Russell (Strategy Project Manager Shell), Freek van Essen (Director Corporate Strategy Air France-KLM) and Ulrich Göluke (Founder of Blue-Way), and enjoyed drinks and good conversation afterwards.

Author Paul de Ruijter welcomed all guests and proudly handed over the first copy of Scenario Based Strategy to one of the driving forces behind the development of the book, Dr. Henk Alkema. After that, Alkema spoke about the very first set of scenarios ever developed for Shell by him and his team in the seventies.

The second speaker, John Russell, presented the latest Shell scenarios on the future of cities.

After that Freek van Essen pointed out the importance of a scenario based strategy when looking for new strategic options. In his case options to decrease the huge share of fuel costs in the total costs of Air France-KLM.

Finally, Ulrich Göluke informed the audience about the need to keep creating new S-curves to remain futureproof and the importance of teaching our youngest generation (who are in fact at the beginning of their own S-curve) to think in scenarios.

De Ruijter Strategy would like to thank everyone that made a contribution to this inspiring and sparkling event!

Watch Paul's opening speech:

Learn more about the book and how to order it.

Iris van Veen & Paul de Ruijter

Iris was the driving force behind the production of Scenario Based Strategy

Henk Alkema

Co-creator of the very first Shell scenarios and important contributor to the book.

Presentation of first copy

Paul de Ruijter & Henk Alkema

John Russell

Strategy Project Manager Shell

Freek van Essen

Director Corporate Strategy Air France-KLM

Ulrich Golüke

Founder of Blue Way, author of
'On the edge of abundance'