The challenge: HubSpot is well aware of technology changes that could threaten its business: voice search, time users spend on Google, Facebook-owned apps, changes to search algorithms, etc.
The solution: Recognize the potential threats and dive in head first to understand them. Experiment with emerging threats to see if there’s a way to turn them in the long-run to core opportunities and strengths. To do this, they have created a framework, the three horizons of innovation: H1 — Current and near future — things that we cannot let slip. H2 — Looking towards a further out future — natural expansion point. H3 — The distant future — entirely new line of business, radically different, world maybe not ready for it.
Burke Olsen, Head Digital Officer, Deseret News