117 / Re-Imagining the Future of Product, with Erica Orange

Vision and Strategy are terms often used interchangeably. It’s easy to do, especially when the future is racing toward us. But when we conflate the notion of vision and strategy — as Eastman Kodak learned the hard way years ago — we confuse our objective with the path to achieving it. We can we adjust our mindset to think in terms of re-imagining the future of our products in a way that helps us avoid this trap, Erica Orange explains in today’s episode of Product Momentum.

Erica Orange is the Executive Vice President & Chief Operating Officer of The Future Hunters, one of the world’s leading futurist consulting firms. Erica uses futures thinking to help us understand the pace of change and evaluate trends in a rapidly changing world. By slowing things down, the future’s unknowns feel less ominous, more approachable. We get better at becoming comfortable with the ambiguity we confront every day.  

Erica explains how successful companies adapt their vision-driven strategies in real-time to fit uncertain, rapidly evolving markets.

“As we go into the future, successful companies need to begin with a blank slate for each strategy and reimagine what is appropriate and effective for each,” she says. “It goes back to the things that are all tried and true. Companies that do their future and their vision and their strategies in terms of the correct mental math will be the ones that get it right.”

Hold your vision near, Erica adds, and keep multiple strategies close by. This can make it easier to abandon the ones that aren’t working.

Be sure to catch the entire episode with Erica for a fresh take on the future! 

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