shelf space

Box 1 • Competing for the present• Driving core business to meet

budget• Constrained view• Testing future assumptions

(fail fast)

Box 2• Selectively forget the past• Adjacent to the core• New ideas that we will test,

but not part of our business plan

Box 3• Unconstrained view• Competing for the future• New Space• More risk• Experimental and innovative• Requires change and learning

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.