Abstract
Doing business in the face of constant change requires a shift from a ‘make-and-sell’ to a ‘sense-and-respond’ framework. This in turn requires four new competencies which require intense attention to what would have been considered the periphery of the traditional make-and-sell company—the customers and environment. The paper concludes by saying it is important to invest in expanding an organisation’s peripheral vision because it will make meaning out of apparent noise; it will extend the number and types of signals that can be sensed; it will drive the development of an ability to transform new signals into meaning; and it enables role-specific management.
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