Finding the Next Big Thing
Author: Gordon Wyner
Gordon Wyner, vice president of client solutions at Millward Brown, is the contributing editor for Marketing News’ Marketing Management thought leadership content.
SummaryMarketers must perform a balancing act: Deliver on today’s business performance goals and find a way to improve future performance. Make your numbers this year and grow next year. But where do you look for opportunities? How do you look for opportunities? Is there a formula for success?
Unfortunately, the process of finding the next big thing is inherently risky. Predicting the future direction in customer behavior and markets is difficult. Historical trends and projections are useful, but they depend on a fairly smooth trajectory of past market behavior.
Please register or login to view this article