the 3D printer could be the invention that kills
it.”(p. 95) because virtually anyone will soon be
able to print (all) products from our homes, ran-
ging from cars, utensils, medicines, foodstuffs,
to houses. The only constraint is energy; but that
could be soon availed from the sun almost for
free. (p. 462).
Strong points: Each of the substantive chapters
has a key question at the beginning to guide
analysis. At the end of each chapter, there are
two to three questions to get the reader to ponder
the application or relevance of the chapter’s ideas
that enable industry, life, and business to “survive
and thrive in a rapidly changing reality.” (p. 570)
Shortcomings: No index to guide a skimming rea-
der through key words of the 580-page book. No
inclusion of full citations, only endnote numbers.
This frustrates persons who might be interested
in evidence and further reading, especially when
the web page www.fastfuturepublishing.com is
down.
Understandably, taking care of these shortco-
mings could have made a big book “too” big! But,
maybe the methodology chapters (mostly pp.
469-555)) could have been hived out to core-start
another volume, leaving The Future of Business as
an applied futures treatise. Also, the two chapters
on 3D printing (pp. 94-99 and pp 129-133) could
have been merged without introducing problems.
There is an oddity at p. 292. Under “Recommen-
ded additional sources,” a dozen or so references
are listed. No other chapter is so treated.
Overall, the book is very informative, in cases inci-
sive, contains many new terms, and is not bogged
down by too much technical jargon. It is worth
some space in a futures library.
Book Review
by Christopher Jones
Former Secretary General
“Reimagining Our Tomorrows: Making Sure Your Future Doesn’t Suck”
Author: Joe Tankersley, 2018
Unique Visions Inc.
T
ankersley’s effort
contributes to a gap
in the futures literatu-
re devoted to positive
scenarios and narrati-
ves. There is significant
literature dealing with
our fears, from science
fiction to Thinking the
Unthinkable to recent
volumes confronting
apocalyptic climate
change. Yet, as the author points out, there is
a paucity of optimistic treatments of the futu-
re. I give him credit for addressing this gap and
enjoyed the treatment of emerging issues and
trends, and some of the speculation of how some
trends may unfold.
creating interesting characters, novel environ-
ments, and dramatic settings. He generally achie-
ved what is expected of good scenarios of “the
future” (sic) by providing a meaningful context,
showing some aspects of a “day in the life,” and
providing characters with whom the reader can
relate.
The book is structured as 10 scenarios within a
single future. The scenarios are woven together
with interludes using the voice of the protagonist
of the first story, Archibald (Archie) Patterson.
As a futures book, its strength derives from the
robust collection of emerging issues and trends.
Examples of these include the rise of robotics,
automation, techno-optimism, virtual reality, co-
housing, longevity, 3-D printing, rising ecological
values, the gig economy reimagined, blockchain
processes, and considerable optimism.
In terms of his story craft, I give him kudos for
I liked that he made heroes of the elderly,
the marginalized, the entrepreneurial, and
was upbeat.
-Christopher Jones
68 HF |
April 2019
HF | Human Futures 69