Build Competitive Advantage – Trend Advantage Part 3

Introducing DataKey’s Trend Advantage article series – learn how to recognize and capitalize on marketplace trends to accelerate your business!  [Part 1] | [Part 2] | [Part 3]

Clarifying a vision of the future is intended to ignite the creative minds of your R&D engineers, marketing and new product development teams. Companies that act now to analyze future mega trends are able build competitive advantage. Trend Advantage is a process to assess mega trends that are just starting to build today, and to design actions so that your company can profit over the long term. The entire process is based on three steps as shown below. This is the third in a series of articles that explains the steps in greater detail.

Turning Marketplace Trends Into Competitive Innovation

You will want to encourage the ideation process by helping your team to find the gaps from where your company is today and put the plans in place to create the vision you describe. A structure for your idea will help to focus the brainstorming – and ultimately selection – process for specific projects that represent the best business opportunities.

Initial Brainstorm

Bring your creative thought leaders together into a room and review the vision for the future in all the areas that apply to your business. Review and discuss the vision so that each person has a good understanding of the mega trends and the rationale that drives the vision. The objective of the brainstorming activity is to ultimately design near-term actions that will allow the company to take advantage of the vast change that is inevitable. This goal is often achieved over a series of workshops mixed with additional research, formation of sub-teams, and team expansion.

Evaluate Ideas

After your initial investigation, you may have multiple topic areas to explore further. Brainstorming and planning begins with the future market needs.  Focus on the mega trends and vision in each topic area and complete the grid below to help you determine which ideas are most viable. An example based on automobile connectivity and infotainment is provided in the table below.

Automobile Connectivity and Infotainment
What is important in the
Market in 2015 – 2020?
Ÿ Drivers are distracted in the car, not safeŸ
Gen Y Drivers want always-on connectivityŸ
Passengers want access to entertainment, like at home
Business and Technology Challenges Ÿ Cars are not connected to the internetŸ
Few automotive manufactures have adopted service models like the ones we typically offer
Laws / Rules / Standards
/ Expected Behavior
Ÿ Upcoming laws for electric vehicle efficiencyŸ
Expectations for driver safety and control
Competition (Who / What) Ÿ Other automotive suppliersŸ Google, Amazon, Apple, entertainment services
Strategic Alignment and Opportunity Ÿ Aligned with growth strategy in Automotive marketŸ
Aligned with growth strategy in services
New Business, R&D Topics Ÿ Infotainment services for automotive passengers delivered via the internet

In-Depth Exploration

In the above example, the team has successfully narrowed the market vision to the new business or R&D topic “infotainment services for automotive passengers delivered via the internet.” Once that is accomplished, they can then shift the focus to the traditional business planning using PEST, eScan, SWOT and business strategy tools for further refinement and planning.  The business planning may include a look at the industry focusing on topics such as:

  • Current State and Projected Industry Outlook
  • Major Challenges/Threats
  • Regulatory / Political Impact on Industry
  • Current Consumer Trends
  • Current Technology Trends
  • Emerging New Products / Leading Companies
  • Ecosystem: Potential Partnerships / Alliances.

DataKey Difference: Strategy is directly connected to tactical planning throughout the organization to ensure successful implementation. Generate inspiration towards a profitable and sustainable future for your company.  DataKey has the tools and experience your company needs to create effective strategies to interpret and evaluate mega trends, specifically tailored to your company’s industry, products and services. With DataKey as part of your team, take your long-term strategy off the back-burner and start building towards your potential today.

Ready to learn more?  Read the rest of the series [Part 1] | [Part 2] | [Part 3] or contact DataKey today!

About datakeyconsulting
You may have experienced consultants who made high-priced recommendations followed by implementations that didn't "stick." DataKey’s founder vowed to form a different kind of company. DataKey has successfully completed hundreds of projects across more than 30 different industries for companies from mid-market to Fortune 500. As a measure of client satisfaction, over 90% of our clients engage in more than one project with our team. DataKey is one of the fastest growing management consulting firms in Westchester County, New York. Founded by Ted Miller in 2004, DataKey now has offices in New York and California. DataKey builds better companies; Accelerate Your Business Objectives!

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