In An Uncertain World, These Are The Business Trends We Can Count On
Ten years of
innovation, lesson No. 10: Agility will remain the ultimate imperative.
It’s never been good form to talk about politics among friends,
but today it just can’t be helped. The Trump Administration is approaching
governing in a radically different way, and the uncertainty that it breeds can
have a paralyzing effect. But let’s be clear: We have already lived through a
wave of uncertainty over the past decade, as new technological and economic
forces have remade not only our marketplaces ("Macy’s, I’d like to
introduce you to Amazon Prime") but our cultural expectations. So how did
we navigate through yesterday’s ambiguity, and what can that teach us about
today and tomorrow?
One method—which we try to apply
here at Fast Company when we’re calibrating our coverage—is to
ask: What are the things that we can count on? What are the things that we feel
confident will be true, regardless of other forces? Over the past 10 years,
those trends have included the rise of social media (we didn’t know Facebook would be the big winner, but we
believed the format was unstoppable), the spread of mobile smartphones and the
app economy (to which we have all become addicted), the breakdown of
traditional TV viewing habits (hello, Netflix), the deepening
gospels of resource-sharing (Airbnb, Uber), the inexorable march of cloud computing
(Amazon Web Services).
So what are the things we believe will be true over the next
decade? How about this: Voice-based interfaces, as ushered in by Apple’s Siri
and now deepened by Amazon’s Alexa and Google Assistant, will become more
pervasive; AI and the sensor economy will improve efficiency and change
expectations; consumer genomics will blossom as the cost of DNA testing drops
and scientific studies advance; autonomous driving features will become more
and more sophisticated in every new car, even if fully autonomous vehicles have
a tough time gaining mass acceptance; the leadership of business will become
more diverse, as America’s non-white population becomes its largest segment and
as more women graduate from four-year colleges than men; global access to
information, spurred by smartphone penetration, will invite new constituencies
in far-flung global locales into the innovation economy.
Prognostication is always murky territory (though some of the
demographic trends referenced above are firmly in place). Still, you need to
have some foundational beliefs to build from—and to test and adjust, over time,
as conditions warrant. Agility will remain the ultimate imperative. Because if
there’s one thing we know for sure, it’s that things will change. We wouldn’t
have it any other way.
ROBERT SAFIAN
https://www.fastcompany.com/3068305/most-innovative-companies/in-an-uncertain-world-these-are-the-business-trends-we-can-count-o
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