Companies must anticipate and drive change to survive in today's rapidly changing world. Those that don't will lose market share. The document presents a framework with three boxes to help companies strategically approach innovation and the future. Box 1 represents competing for the present by driving the core business while also testing future assumptions to fail fast. Box 2 involves selectively forgetting the past and exploring new adjacent ideas that aren't yet part of the business plan. Box 3 represents an unconstrained view focused on more risky, experimental, and innovative new space that requires change and learning.

6. shelf space

30. Competing for the future

31. New Space

32. More risk

33. Experimental and innovative

35. Adjacent to the core

37. Driving core business to meet budget

38. Constrained view

39. 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.