Coca-Cola's former Chief Marketing Officer, Sergio Zyman has two rare gifts which I learned to appreciate when I worked for him there: 1) He has an eidetic (photographic) memory that takes everything in and remembers it forever; 2) He has unusual strength in connecting seemingly unconnected ideas, events and behaviors.
Zyman suggests a two-step process to look into the future:
- Observe behaviors that are already happening or are about to happen. (Our habits are shaped by what we do.)
- Ask “What else is that behavior going to change?” (And then act on the opportunities created by that.)
That is what “nexting” is all about, taking advantage of the next changes in consumer behavior.
APPLYING THIS TO YOUR WORLD
- Notice the changes
- Anticipate the impact of those changes
- Build the capability to take advantage of what's going to happen
Nexting is about sneaking up on your competition by getting a head start on the future.