All businesses are subject to the unpredictable evolution of the market place. The danger you face is of misjudging or ignoring trends that can make your business become obsolete.
To demonstrate this, I’ve previously used the anecdotal example of the ancient city of Pompeii as it was overtaken by volcanic ash. In my latest example I look towards the future of communications as recent reports show that instant messaging apps like WhatsApp and Skype continue to overtake the more traditional standard of mobile messaging, SMS. And although SMS continues to remain widely-used, especially amongst those without smartphones, the continued rising trend of mobile messaging apps poses a danger for industry titans that fail to innovate.
