CONCLUSION

WHAT’S NEXT?

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:

  1. 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.
  2. Evaluate competitive battles by comparing companies using the tale of the tape and looking to see who has the sword and shield of asymmetries ...

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