How Far to Look Ahead?

Once the leadership team does the hard work of convincing an organization to look beyond its operational environment, the first question is often how far into the future the organization should forecast. Companies that enter the market early often build the wrong product for the wrong customer. Using minimum viable prototypes and constantly evolving products, designed with consumer input, can allow companies to enter markets in small ways and adapt products to scale when and how the consumer is ready for them (Crews [3]). However, many companies still use more traditional development process, clinging to a develop-and-launch-at-scale mentality, which is particularly dangerous when the company overestimates the market's growth in the near term. [Extracted from the article]