Peripheral Vision: Detecting the Weak Signals That Can Make or Break Your Company - Client Briefing
A Presentation by Professor George S. Day
One of the world’s top marketing minds, Professor George S. Day, visited Australia to present his recently completed work at a breakfast presentation hosted by Forethought Research. His topic “Peripheral Vision: Detecting the Weak Signals That Can Make or Break Your Firm”, was an important new perspective for anyone with the responsibility for generating or applying market insight.
Professor Day describes the periphery as the fuzzy zone at the edge of an organisation’s vision where early signals of major threats and opportunities can first be sensed. His recent study of 130 firms found that fewer than 20 percent had sufficient ability to sense, interpret and act on these signals. So why are some companies better than others at seeing these threats and opportunities?
The key is interpretation – to make sense of what you're seeing. Day cites the catastrophic circumstances of 9/11 as a failure of peripheral vision. There were innumerable signs and warnings which were ignored or misinterpreted. Failing to connect the dots is one of the key issues here – if you are early to see threats, then action can be taken. If an organisation is late to identify what is happening on the periphery, its position is compromised. More ....
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