Anticipating changes in technology and behavior

Markets evolve quickly, shaped by advances in technology and shifts in user expectations. A strategy that only reacts to change often arrives too late. Anticipating future trends allows teams to prepare solutions before demand peaks.

Technology can alter what is possible. The drop in storage costs, for example, enabled cloud services to expand, while the rise of digital wallets changed how people expect to pay. In the same way, emerging tools like automation or AI may soon redefine standard workflows. Watching these signals helps identify opportunities to serve customers in new ways.

Teams can track industry reports, follow regulatory updates, and analyze how early adopters behave. Frameworks like jobs-to-be-done encourage thinking beyond current tasks to the outcomes users seek, such as saving time or reducing effort. By monitoring these changes, products remain relevant and can meet expectations that will soon become the norm.