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It is critical to build the means to allow insights to emerge. Insights = right timed 'ahas & aaaahs'
Is your ambition satisfied if you mimick others or take on recommendations as they are delivered?
The risk is that you will be doing something someone has already done in your industry. As the information and related technologies deepen their impact on what we do and how we do, it is important to keep ones eyes open to the changes occurring in the grey areas out of usual scope for an industry. Build the means to peak into those grey areas to make sure you are not planning for obsolescence.
Are you aiming to make a real difference?
Either way insight is needed if you wish that your products, services and means of communicating delight rather than just fulfill already existing receptors.
Over the last 15+ years Dominique Jaurola [Purcell] has taken foresight, vision and strategy to products and services and communication strategies as well as ecosystem programs.