2. Behind the Themes: How Thematic Ideas Are Motivated
What You Will Learn
• What are fields of application for thematic ideas?
• How do we get thematic ideas in the first place? What motivates them?
• How do thematic ideas evolve over time, and how can we benefit from them (or avoid losing out on evolving thematic ideas)?
• How do thematic ideas differ for different economies, and why does it matter?
In the preceding chapter, we introduced the basic idea of Thematic Thinking, how it enables us to move beyond the usual suspects when it comes to competitive analysis (namely, those competitors that are taxonomically similar and easily spotted because they produce products and services in our “core” business). It also helps us to navigate the theoretically ...
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