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What Should You
Do Right Now?
Or, What Your Customers Will Want
Tomorrow?
The Exciting Expectation selected
from the General Map for further exploration can be further expanded
into the Breakthrough Map.
Since this Exciting Expectation
is selected because it matches the company's core competencies, it
can be considered as the Breakthrough Opportunity for company.
Breakthrough Opportunity can be
explained as an Opportunity:
-
With huge evolutionary
potential, since it is continued by long string of future
Opportunities
-
Not recognized yet by both
competition and customers
-
For which all the essential
resources are already available
Let us consider the
Expectation "vehicle can keep itself on the road"
in more detail. Now, we translate it into the
Breakthrough Opportunity: "vehicle keeps itself on the
road."
Customers already know
that vehicle can automatically recognize the marks on the
highways.
What they still don’t
expect, is vehicle’s ability to recognize the paved road
and then any road.
They may already latently
expect recognition of preset obstacles,
while they don’t expect
yet recognition of any kind of obstacle on the road.
They are ready to expect
recognition of traffic lights,
and later they will
expect recognition of traffic signs.
  
These Opportunities seem
like a common sense; as a matter of fact, this is exactly
their nature: sense of multiple customers, or "tomorrow's
common sense."
Understanding of
customers’ emerging expectations provides the Organization
with breakthrough Opportunities to meet those expectations.
For instance, the Organization decided to capitalize on
recognition of preset obstacles, while its competitors may
consider recognition of traffic lights as their opportunity.
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