Three Horizons

The framework provides a structure for companies to

assess potential opportunities for growth without
neglecting performance in the present.
The need is to define your different horizons.
The three horizon framework has real value. Not only in
scenario building but in gathering often conflicting voices
around a framework that asks for different mindsets.
Each of the horizons has a characteristic behavior over
time.
Lastly, how you frame innovation, spotting firstly emerging
dilemmas, the tensions that occur between the focus on
todays business and the needs of adapting to tomorrows
and finally, the ability to detect those weak signals to
explore options, of where the markets will possibly
radically alter in the future, so you are better positioned to An emerging framework to help navigate
seize and shape your place within this changed
across the different horizons.
environment.
Navigating the three horizons framework
Horizon One (H1) Horizon Two (H2) Horizon Three (H3)
The current way of doing business is Exploring ways to develop but mostly built Exploring completely new way of doing
dominating out from core things
Annual Operating Plan Business building strategies
Business Places to explore & experiment
Specific Campaigns & plans Emerging concepts & models
Emerging Aspiration & future promise
Incremental Innovation Disruptive, more collaborative
Disruptive, Radical innovation
Pure market research Ethnographic, needs related Persona Focused
Ethnographic, Social trending and narratives
Dominant strategy New Related needs to explore Game changing nature in industry
Current business Emerging business desirable state
Emerging Viable options, plenty of unknowns
Invent, develop, deploy Research, demonstrate, disrupt & discover
Research, Envision, explore and embody
Leveraging on existing capabilities Emerging & extending capabilities
Emerging Exploring radical new capabilities
Metrics: Existing, harder, based on profitable Metrics: Ring fence areas of possible
Metrics: Metrics: more on exploring, built on