To stay in business we all need to make money today, and we also need to understand where the money will be tomorrow, invest in these future cash generating activities, and sometimes make adjustments to the business model.
These adjustments are not just another re-organisation, but evolution in the way the enterprise interacts with and responds to changes in their competitive, technological and regulatory environment.
To a degree this is crystal-balling, predicting the intersection of your capabilities and customer needs, but it is more about being sufficiently agile to enable experimentation to occur in the manner in which you do business.
If you encourage and support such experimentation with the business model and customer offer in a framework that responds to the question “where will the money be in 5 years?” you will be in pretty good shape.
The old quote from ice hockey great Wayne Gretsky when asked what made him great, “I do not skate to where the puck is, but where it will be” is just as valid in business as it is in hockey.
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