Business strategy has long been demarcated across sustaining and disruptive innovation. In the digital realm the latter has had the upper hand, but as digital enters a slower growth phase, sustaining innovation is back in favour. Yet this is also a period of dramatic value chain shifts and is thus exactly the period when companies should instead be pursuing disruptive, future-focused strategy. In this report we explain how future-focused strategy has underpinned previous success and how companies can utilise it to drive success in what will be a decade of disruption and change.

Companies and brands mentioned in this report:Alphabet, Amazon, Anchor FM, Apple, Apple TV, AOL, ArtStation, Bandcamp, BandLab, BBC, ByteDance, Canvas, Comedy Central, Epic Games, ESPN, Facebook, Fender, Gibson, Fortnite, Gimlet Media, Google, Google Glass, HBO, Instagram, iTunes, Messenger, Meta, Microsoft, NBC, NetEase, Netflix, OpenAI, Parcast, Ping, Planet Earth, Quest, Rad Games Tools, Sketchfab, Snapchat, Songtradr, Spotify, Tencent, The Joe Rogan Experience, The Last of Us, The Witcher, TikTok, Top Gear, Twitter, Unreal Engine, Xbox, Xbox Games Pass, Valve, Viacom, WhatsApp, Yahoo, and YouTube