The majority of present-day digital and innovation projects typically involve digitising products and services to combine or reach across traditional sectors. Enterprises are changing (shortening) traditional customer journeys or creating new digital-only products which have no obvious spot on the value chain. There is a theme here: industry irrelevance. The lines are increasingly blurred, and we’re seeing industries learning from each other, as technology components mature and techniques are normalised in a way that can be applied the same way to banking, agriculture, retail and media.
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If you ever had to take science classes in university or high school, you’d be familiar with the concept of educated guesses. Before an experiment, you were likely asked to come up with an assumption that could be tested – a scientific hypothesis. The basic idea of a hypothesis is that there is no pre-determined outcome – and is usually shrouded in uncertainty.