New ideas that we will test, but not part of our business plan
Competing for the present
Driving core business to meet budget
Testing future assumptions (fail fast)
To survive in today’s rapidly changing world, products and services must not only anticipate change, but drive it. Businesses that don’t will lose market share to those that do. There have been many examples of strategic design breakthroughs over the years and in an increasingly competitive global market with rapid product cycles, strategic design is becoming more important.