Time, Look Across

Time, Look Across refers to path six of the Six Paths framework, whereby managers gain noncustomer insights by shaping external trends to unlock breakthrough value. All industries are subject to external trends that affect their business over time. Instead of adapting incrementally and somewhat passively, one can gain insights into how the trend(s) will change value to customers and impact their company’s business model. By looking across time—from the value a market delivers today to the value it might deliver tomorrow— managers can actively shape the future and lay claim to a new blue ocean. In order to assess trends across time, three criteria are critical: the trend must be decisive to the business, irreversible and have a clear trajectory. See Six Paths Framework.