For instance, the general FutureMap of car transportation looks as follows:
[For more detail, see Is Automotive Industry Dead – Or Just Stuck? Future Innovation for New Leaders in Car Transportation. FutureMapping Series, Vol. II, by Len Kaplan with Alex Smolkin, ISBN 978-0-557-06473-1, Lulu, 2009.]
This general FutureMap is valuable because it already allows the decision-maker to distinguish between projects that are doomed to commercially fail and projects that have chances to commercially succeed. The projects that aren’t aligned with Trends simply won’t survive in the marketplace. Those projects that are aligned have chances to meet customers’ expectations, if they are not too late or too early. General FutureMap, however, doesn’t provide this information.
