Understand what's going on in the real world – ask these searching questions relentlessly:

1. What's happening in your marketplace?

2. How the needs are changing?

3. What's causing the changes?

4. Where are the resulting opportunities?

Having answered the above questions, work backward:

1. What needs do you satisfy now?

2. What need could you satisfy now? In future?

3. What's the gap between them and what you do now, and how to bridge it?

4. What advantages and internal capabilities do you have? What advantages and capabilities do you need to create?

5. What old competencies do you need to deemphasize?