Why best practices does not equal best strategy
Noticing a trend is easy and almost worthless. Predicting which one reshapes a market, and acting early, is where innovation pays.
The most expensive failures don't announce themselves. They start as weak signals somebody noticed once and explained away. Second-order thinking is how you stop being that somebody.
Most innovation tools teach you how to win. Inversion thinking teaches you how to lose on purpose, so you catch the failure while you can still change course.