Questions and Answers
Is there ever a case where you should have multiple Industry Scenarios?
In keeping with the "streamlined" philosophy of Simplified Strategic Planning, you should attempt to construct a single Industry Scenario. That being said, there may be situations where multiple scenarios may reduce the probability of an assumption error and be very appropriate. This might be due to an assumed future event that could take the industry in totally different directions depending on its outcome. Take, for example, when companies in the Healthcare field attempted to create an Industry Scenario early in the Clinton administration. At that time, proposed healthcare legislation had the potential to radically alter the industry and send it in any of several different directions. In cases like this, both multiple Industry Scenarios and Winner's Profiles should be constructed. A more common case is where team members will disagree on some individual points on a single Industry Scenario. If you can't gain consensus on these points simply mark them as unresolved and consider their significance again when your team chooses its Strategic Issues.
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