All industries are subject to external trends that affect their business over time. They tend to pace their own thinking to keep up with the development of the trends they are tracking.
By finding insights in trends that are observable today, you can unlock innovation that creates blue oceans. These trends must meet three conditions: They must be decisive to your business, irreversible and have a clear trajectory. Ask the question: “What would the market look like, if the trend were taken to its logical conclusion?”
In the first century AD, the city of Pompeii in Italy was covered by lava from the massive eruption of nearby Mount Vesuvius. The resulting solidified lava contains hollow casts of residents caught in various poses by the advancing flow. It’s easy to understand poses of attempted escape or helpless terror.
But there are also casts of people in the middle of eating a meal. What were those people thinking? They must have heard and seen the great eruption, so did they not think it would pose enough of a threat to interrupt their meal? Or did they just gravely misjudge the speed of the lava’s advance and the impact in would have on their dinner?
Point of the story? Make sure that your business does not become a lava casualty, and instead scan the horizon proactively for trends you should capitalize on.
[Image via N.Charneco.]
