Zoom Out Zoom In: A Different Approach to Strategy

I believe most of us increasingly are focused just on the short term. I've become a strong proponent of a different approach to strategy that I call zoom out zoom in. It focuses on two time horizons, one is 10 to 20 years and another is what's our relevant marketer industry going to look like ten to 20 years from now? What's the really big opportunity that it's going to emerge in that new market or industry? And again, it's challenging. We don't want to underestimate the unpredictability and uncertainty.