To close Seeing What’s Next, we would like to step back and recap where we’ve been, suggest areas for further investigation, and provide some parting thoughts.
Where We’ve Been: Using Theory to Analyze
Seeing What’s Next detailed a way to use the theories of innovation to predict industry change. In chapters 1 through 3, we presented the core of our analytical process. The process involves three iterative steps:
- Look for signals of change that point to changes to an industry’s context or companies using new ways to reach nonconsumers, undershot customers, and overshot customers.
- Evaluate competitive battles by comparing companies using the tale of the tape and looking to see who has the sword and shield of asymmetries ...