The document discusses the challenges companies face when planning for future technological changes. It notes that companies often fail to prepare for the next stage of development when their current technology is successful. New companies with less investment in older technologies can then disrupt the market and drive new growth. This pattern repeats as new innovations replace old ones. The document also presents an evolution-revolution model, noting that an evolutionary approach focuses on improving existing ideas, while a revolutionary approach creates new disruptive technologies. It advocates playing to your strengths and having confidence in the strategies and resources currently available.

1. Marketing evolution vs
marketing revolution

2. The Innovator’s Dilemma
Source : Adapted from The Innovator’s Dilemma, Christensen, 1997
Performance
1. Life is too good here, so businesses fail to plan
for the next stage of technological development
2. New businesses with less invested in the old
technology move in and own the next growth phase
3. The pattern repeats as new
technologies replace the old
Time
Key question : How do you plan for future technology advances,
when your business is growing well using current technology?

3. The evolution - revolution model
Be pragmatic
Improve existing ideas
Do it better
Evolution Revolution
Problem
Be disruptive
Create new ideas
Do it differently
Source : Adapted from KAI Adaptive - Innovative model

4. Poker strategy - play the cards you have
Confidence in
winning
Low High