Change in business doesn't come easy of course. However change is sometimes forced upon a business all too quickly. Whether by economic pressures, trends, new legislation etc, any of which may force the business to look for new opportunities to maintain its market position or in some cases to survive.
However adversity can provide opportunities to look beyond what has worked so well in the past and become an insatiable driver in the desire for something new.
Convergence thinking allows the business to consider what opportunities exist by combining multiple products/services or trends.
For example, you may have a product range which is not yet fully immersed into the massive issue of global warming and climate change. What opportunities are there for you to re-invent your products using eco-friendly ingredients and re-designed packaging to reflect care for the environment, so that your business is perceived as being more socially responsible and part of the ecology movement. Combining products/services with an issue like climate change is a clear example of convergence thinking.
Can you weave multiple products or services with a current trend? This does not mean to just go out and compete with another business or product/service on price or maybe a perceived USP. You need to see how/if your products/services can add to that already successful cluster of what is in the marketplace.
If there is something in the marketplace that is really successful the last thing you want to do is to join the crowd, because it’s already happening. However what has your business got to offer that will allow you to jump on board and ride a successful wave of the trend/emotion/movement/social etc. that is happening, with something that is still within the successful cluster of products/services, but new. What is it about that cluster of products that when you look at your business will inspire you to new ideas?
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