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A competitive business model that makes sense in today’s environment
might be outdated or even obsolete tomorrow. We all have to improve
how should your our understanding of a model’s environment and how it might evolve.
business model evolve Of course we can’t be certain about the future, because of the complexities,
in light of a changing uncertainties, and potential disruptions inherent in the evolving business
environment? environment. We can, however, develop a number of hypotheses about the
future to serve as guidelines for designing tomorrow’s business models.
Assumptions about how market forces, industry forces, key trends, and
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macroeconomic forces unfold give us the “design space” to develop potential
business model options or prototypes (see p. 160) for the future. The role
of business model scenarios (see p. 186) in forecasting should also be evi-
dent by now. Painting pictures of the future makes it much easier to generate
potential business models. Depending on your own criteria (e.g. acceptable
level of risk, growth potential sought, etc.) you may then select one option
over another.

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