Mapping the Future in Uncertain Times
The author and design practitioner describes how to go about creating new businesses or reinventing existing ones. He argues that the best way to manage the inherent uncertainty of innovation is to look beyond the existing data to find out where value truly resides for your business. One of the most effective methods for doing that, he says, is to create an ‘opportunity map’ — a visual representation of the business landscape that guides future strategy by synthesizing met and unmet consumer needs, emerging discontinuities such as cultural and technology trends, both direct and indirect competitive activity, and internal and external competitive competencies. This approach, he says, can help leaders navigate complexity and chart a path to future growth.
Check out this article on Harvard Business Review: