Best Practices for Level Five: Shape the Future

Unlike the previous levels of the pyramid, Level Five companies are no longer looking only internally at how they can utilize IP; rather they are now focused outside the organization on how IP can help shape or change the dynamics of a market or industry. In addition, the time frames have lengthened considerably, often looking 5 to 10 years into the future. Given companies’ needs to shape the future, Gathering companies have identified two best practices that are useful here; they are:

Best Practice 1: Define the context of your company’s future.

Best Practice 2: Influence the future.

Best Practice 1: Define the Context of Your Company’s Future

Defining the context of your company’s future is not an easy task to accomplish; particularly in view of the many perspectives, internal as well as external, that could be taken into account. We suspect this very difficulty is a major reason why companies don’t make more explicit efforts to define the future context for their company and how they expect to thrive within it. There is also quite likely a concern that to very openly discuss the company’s future direction and strategies for influencing the future would be giving away too much information to current and/or future competitors.

Yes, it is possible to identify a desired future. It is particularly helpful, however, to make sure that that identification is consistent with the “envelope” within which the future is most likely to take ...

Get Edison in the Boardroom Revisited: How Leading Companies Realize Value from Their Intellectual Property, Second Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.