Spotting marketplace trends that will impact your business in order to develop products and services to address those trends When the weather is bad, have you ever seen the drivers that continue to drive as though they are riding on dry pavement, thoroughly convinced that nothing will happen to them? Driving through Atlanta on morning as such I saw a car coming up behind me very quickly. In front of me, there were a number of cars spread across the lanes, leaving one lane open. I thought to myself “this guy is crazy,” as the car went flying past me. Unfortunately, the driver had to swerve around a slower moving vehicle, went into a tail spin and ended up crashing into a concrete barrier that divided the highway. Fortunately, the driver wasn’t going so fast as to actually get hurt, but she (as I later learned) ended up being extremely late for wherever she was going. Plus her vehicle was damaged. Do you run your company like this? Do you continue to operate the same way, day in and day out, regardless of what is going on in the marketplace? Do you find that you are so busy “doing” that you sometimes miss the queues that might suggest to you that you need to make some change or changes in your business? Do you find that fewer people are paying attention to you or purchasing your products and services without any indication of why? Do you find that you are reactive to things that happen in and around your business? Has it cost you?