The Future of Business: Extracting Value from Megatrends


Hatched by Glasp

Aug 16, 2023

3 min read


The Future of Business: Extracting Value from Megatrends


In today's rapidly changing world, businesses must constantly adapt to stay relevant and thrive. The key to success lies in identifying emerging trends and understanding how they can be leveraged to create value for customers. This article explores the notion that future businesses will not be born solely from the consolidation of megatrends but also from changes in customer value. By examining the case of Otsuka Furniture's failure and the evolution of the luxury tangible goods industry, we can uncover valuable insights on how businesses can stay ahead of the curve and meet evolving customer needs.

Identifying Change and Extracting Value:

When we identify the signs of change, we can pinpoint the emergence of new trends. However, this is just the first step. The next crucial insight we can extract from megatrends is the change in customer value. In many cases, when a trend triggers a shift in an industry, customer value also undergoes transformation. There are two primary ways this can happen.

1. Elevating Existing Value:

One way is through a significant improvement in the existing value proposition. By identifying what customers currently value and finding ways to enhance it, businesses can set themselves apart from the competition. This requires a deep understanding of customer preferences and pain points, as well as the ability to innovate and deliver superior solutions.

2. Creating New Value Axes:

The second way is by creating new value axes. This means introducing elements that were previously not considered essential but have the potential to become valuable in the future. By thinking outside the box and challenging traditional notions of value, businesses can tap into unexplored opportunities and cater to emerging customer demands.

Lessons from Otsuka Furniture's Failure:

The case of Otsuka Furniture serves as a cautionary tale of how businesses can falter when they fail to recognize changing customer needs. Otsuka Furniture believed that offering low prices would automatically make customers happy. However, they overlooked the fact that customers' desires extend beyond price alone. They failed to provide a holistic experience and did not address the evolving preferences for personalized, high-quality products and services. This highlights the importance of understanding the multifaceted nature of customer value and adapting accordingly.

The Evolution of Luxury Tangible Goods:

In the realm of luxury tangible goods, we can witness the transformation of customer value over time. Traditionally, luxury products were associated with exclusivity and high prices. However, this paradigm has shifted as customers now seek unique experiences, craftsmanship, sustainability, and social responsibility. Luxury brands that have successfully adapted to these changing values have thrived, while those clinging to outdated notions of luxury have struggled to remain relevant.

Actionable Advice for Future Businesses:

  • 1. Stay attuned to the signs of change: To identify emerging trends and understand their implications, businesses must actively monitor and analyze the market landscape. This involves staying informed about technological advancements, societal shifts, and customer preferences.
  • 2. Embrace customer-centricity: By putting the customer at the center of their strategies, businesses can better align their offerings with evolving customer needs. This requires continuous engagement and feedback collection to ensure that products and services are tailored to meet customer expectations.
  • 3. Foster a culture of innovation: In a rapidly changing business environment, innovation is essential for survival. Encourage employees to think creatively, challenge the status quo, and explore new ways to deliver value. Foster a culture that embraces experimentation and learning from failures.


The future of business lies in the ability to extract value from megatrends and adapt to changing customer needs. By elevating existing value and creating new value axes, businesses can stay ahead of the curve. Learning from the failures of companies like Otsuka Furniture and understanding the evolution of customer value in industries such as luxury tangible goods can provide valuable insights. By staying attuned to change, embracing customer-centricity, and fostering innovation, businesses can position themselves for success in an ever-evolving marketplace.

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