Technology and market change
The End of Certainty
By Simon Dudley
How technological change and converging ideas can redefine market success—and make familiar answers unreliable.
About the book.
Some changes improve the existing game. Others change what it means to win. The End of Certainty explores shifts that redefine market success, the convergence of ideas and the risks of relying on answers formed in a different world.
The questions here invite teams to examine the assumptions behind a plan: what would have to stay true, what evidence would challenge it and what could be learned before the next commitment.
Questions worth discussing.
Use these questions with your team or reading group. Record the evidence, the next action and who owns it.
- Which parts of our plan depend on the world staying the same?
- What evidence would make us change our view?
- Which alternative scenarios deserve attention before we commit?
- What can we learn now that would reduce the risk of our next decision?
From reading to a decision.
Choose one question to investigate. Agree on what you need to learn, name an owner and set a date to revisit the evidence.