In my ONE book I pointed out this: ”When a company is “provoked by its customers’ participation in the organization, a new ecosystem is created and the company becomes ONE with market evolution and avoids becoming the victim of drastic paradigm shift.” And I did use this model.
Now I see that this interaction the companies have with consumers are developing them closer the future. When they are really close they also understand what’s around the corner. Then they connect the evolution of their business with the future (close friends don’t always needs to talk, they understand each other anyway). It is simple a way to: Find what’s around the corner today.