HOW TO DISCOVER THE FUTURE AND CREATE IT IS OFTEN CENTERED ON EMPATHIZING WITH BASIC HUMAN NEEDS.
How to discover the future and create it, is something that frequently occupies the minds of the senior executives of a company. For a company to discover the future, it is vital for it to become unorthodox by discovering the conventions of a given industry and questioning them with intentions of discarding them. By ignoring the hub and spokes route convention of the airline industry, Southwest Airlines became the most profitable in the United States.
Being customer-led and preserving market share in existing businesses are not enough to accelerate the processes beneficial to the goal of getting to the future first. Customers are often lacking in foresight; it is the duty of companies desirous of occupying the high ground of the future to educate the public about what is possible and lead them along. Thus, how to get to the future and create it, is also centred on unearthing possibilities that are sometimes obscure to the consumers. A company may discover to their chagrin that the customers that they are following, that they thought are loyal, are actually following its more imaginative competitors. Futuristic companies get their customers over to something more than satisfaction; they steadfastly amaze them.
Foresightful companies throng along to anticipate the range of benefits that customers will value in tomorrow’s products and how they might innovatively preempt competitors in delivering those benefits to the consumers. Expanding the boundaries of current product concepts often means putting the most advanced technology possible into the hands of the world’s most sophisticated and demanding customers. It is crucial for companies to ascertain how satisfied their customers are and which customers that they are not even serving. Sony adopted this kind of introspective posture when it introduced “My First Sony,” the brightly coloured, simple-to-use radios and walkie-talkies, tape players and video art tablets, thus securing to itself a whole new class of customers. Any company that can only respond to the articulated needs of existing customers runs the risk of becoming a laggard. For a company, how to discover the future and create it, is some work that starts with empathising with basic human needs. Striving to better the human condition drives off a company to create the future. Insights associated with direct exposure to customers often proves the best because they are geared to make a difference in people’s lives.