Why

Conduct disciplined, thorough and objective research to address a pivotal question for today’s executives: What types of companies will win in the next quarter century and why?

Who

Top startups, tech entrepreneurs, thought leaders, innovation centers and investors

Fortune 500 executives who lead globe-spanning conglomerates in critical sectors

  • Consumer products: Nestle, P&G, Pepsico
  • Finance: Chase, Citi, Mastercard, American Express, Bridgewater
  • Healthcare: Pfizer, Johnson & Johnson, HCA, Kaiser Permanente, Humana, Memorial Sloan Kettering
  • Media & Communications: Omnicom, BBDO, Verizon, AT&T, Time Warner, RG/A
  • Professional services: McKinsey, EY, Deloitte, Grant Thornton, Frog, IDEO
  • Transportation & Hospitality: Jet Blue, American Airlines, Hyatt Hotels, Marriott
  • Technology: IBM, Cisco, General Electric, Siemens

Next generation of business leaders at established growth platforms:

  • Jive
  • Andreeson Horowitz
  • Kickstarter
  • WeWork
  • TomorrowLab
  • Uber
  • LinkedIn
  • Canary
  • Groupon

Experts, trend spotters and data analysts with a grounded point of view on the emerging future over the next quarter century:

  • Quid founder Sean Gourley
  • Gartner
  • Thompson Reuters
  • Big Data expert Bill Schmarzo
  • Doblin’s Larry Keeley
  • Monitor’s Andrew Blau
  • Gerson Lehman Group

How

PRIMARY RESEARCH

  • One-on-one or small group recorded interviews with clearance for quotation and citation and written request for access to referenced data.
  • Scale surveys for broader populations to test hypotheses, bolster findings, and prioritize conclusions.
  • Scans – as with Quid, Google Trends – to find relevant patterns for mined insights.

SECONDARY RESEARCH

  • Review and cite prior studies, cases, texts relevant to the subject, including historical references.
  • Analytic deep dives into scans noted above.

What

INTERVIEW FRAMEWORK

  • Introduction / 5Ps: Purpose, Participant intros, Place, Preview specific intent for the conversation, Permission – to record, photograph.
  • Thesis: describe the optimal company of the future
  • Context: What changes do you anticipate that will alter the success factors for companies over the next 5-25 years? Why? What leading indicators will demonstrate that the change is coming? When or how has this kind of shift occurred in the past?
  • Case: What companies represent an optimal design for the future you envision? Who will survive and why? What’s different about the winners vs losers? What are their distinguishing features?
  • Converse: What companies (or types of companies) will suffer and why?
  • Example: Tell me a story about a situation that helps to demonstrate this? Where have you seen a company—a leader, a team, an investor, an entrepreneur—succeed or fail based on these distinguishing characteristics?

ETHNOGRAPHIC EXPLORATION

  • Image Identification: Which of the following images might relate to the unique indicators of success or failure for companies in the next 25 years?
  • Attribute Ranking: How would you force rank these words or phrases (one per card) in the order of importance they represent for successful companies over the next quarter century?
  • Attribute Affinity Mapping: Which of these words or phrases (one per card) belong together? How would you cluster them? What labels would you give to each cluster?

 

 

 

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