PPB August 2018

FEATURE | Strategic Foresight This article is an excerpt from the recently published PPAI Strategic Foresight Playbook. T hrough strategic foresight, we peer through our customers’ eyes into their world, identify their unmet needs and see new solutions we can provide. Whether yours is a small shop looking to grow beyond your current set of customers or increase your sales by understanding unmet needs, or a larger organization faced with ever-increasing demands for growth, strategic foresight can help. This approach brings you the answers you need straight from the front lines of your business, where the rubber meets the road and the salesperson meets the customer. We all know that we have to keep our eyes on what’s next, whether it comes to us from the newspaper, a cocktail conversation, a thought leader’s analysis, internet news sources, social media, or even our own brain putting together new information in a moment of insight. But, how exactly do we do that? Just like we can never stop marketing, we can never stop learning about our customers and their emerging unmet Strategic Foresight STRATEGIC FORESIGHT OFFERS THE PROMISE OF CONTINUED BUSINESS GROWTH IN A WORLD OF UNCERTAINTY. by Seth Kahan 26 | AUGUST 2018 |