[BLANK_AUDIO] Another single vision, strategic vision is good forever. And, you remember the table? Of course, this table is not isolated, it's in the world of in the world. And on the same picture I've added on both sides megatrends. Whats a megatrend? Megatrend is, something that happens. Whether you exist or not. No impact, it just happens. So let's give a definition. It's a big change, maybe it's a slow, predictable that's going to happen in one day or another is going to impact your business. That's a good definition of, of the megatrends. And so I go backwards. It's good to remember that even with the best vision of, in front of you. You may not forget to look outsides. In a changing world, what's happening? Because of course, one day or another you have to adapt. Megatrends include for example, climate change, the price of energy, aging population and all those things have an impact. Somehow to your life and probably the main message around this megatrends is to remind, remember what we said from lecture one or two. When we spoke about models, a megatrend is a simplification. But we now know simplification on the left side in our mind. Yes, but in this case, your sifi, the simplification is in front of you. The megatrends is someone else simplification, you're going to look at not to deduce your strategy. What an easy life, well you can deduce strategy from megatrends. No, the strategy is induced the other way around from the world to you. And, you see the freedom, you remember what we said about the freedom to induce. There are many ways to induce and again, that's where the main important things happen. Let's take an example. Apple computer, 20 years ago, only in computers. At that time, a megatrend around Napster. What was the megatrend? More and more, more and more people download musing, music without paying for it. It was organized by Napster and similar websites. Megatrends. Something that the happens. Imagine you're in charge of Apple. It's not too difficult to tell, not my problem. I'm in the computer business. Free music downloads, maybe it's true, but no impact. Don't forget induction. What happened at Apple? Exactly the opposite. Somebody said, hey, this will not end soon. It's a big movement, download of music. And they decided to end-use a new box at Apple. We should enter music, the world of music. And that's how the iPod was born. And it's a good example because remember, long time ago, I'm a fan of the Beatles. And the company of the Beatles was called Apple. And when Apple Computers started 35 years ago, I remember, there was like an argument. Should, or at least the question, can another company use the Apple label, used by the Beatles? And the judgement was, yes. Because music is so far away from computer. What happens today? Apple sells the Beatles on his product. So be prudent. You cannot make forecast. And maybe a last example for, for this video of a, of a megatrend. Another one is products are more and more reliable, a megatrend. And let's take this megatrend like a century ago. And let's talk about Michelin, it's a good example too. And the Michelin guide, the guide of Michelin, how did it begin? It was in 1900s, so under 30 years ago Somebody, at Michelin, looked for an idea to help customers. But at that time, they were only tires manufacturers. So, somebody has the idea okay, let's build, like, a list of garage. Of peop, of places where somebody can fix the car of the tire, if there is a problem. And this was the first ID at, at Michelin for the guide. But slowly, with the megatrends. Products are more and more reliable and maybe, another megatrends, they have more and more free time. Suddenly, at Michelin, somebody said, we should add to the list of garage, like restaurants. Because, while during the time required to repair the car, maybe people want to eat. And slowly it's, it evolved. And one day, there was a shift in the simplification. At Michelin they decide okay this guide is no more a list of garage with some restaurant. But a list of restaurants with some information about the garage. And this is just another example of the whole mechanic and his fact since the beginning of this course.
