Specifically, executives scan these seven situations for opportunities:
an unexpected success or failure in their own enterprise, in a competing enterprise, or in the industry;
a gap between what is and what could be in a market, process, product, or service (for example, in the nineteenth century, the paper industry concentrated on the 10% of each tree that became wood pulp and totally neglected the possibilities in the remaining 90%, which became waste);
innovation in a process, product, or service, whether inside or outside the enterprise or its industry;
changes in industry structure and market structure;
demographics;
changes in mind-set, values, perception, mood, or meaning; and
new knowledge or a new technology.