Think hard about what your customers want in the future

Some of the dermatologists I’ve worked with have told me their patients don’t want to schedule appointments online. Of course, many people didn’t want to use ATM’s either – before they adopted. In the near future, it is likely that many patients want to be able to schedule their appointments online. Envisioning what your customers may want in the future may help you get a leg up on the competition. If you can do that, you’re already ahead. Of course, imagining the future can be challenging. If you’re interested in a good read on the subject, you may want to try Competing for the Future, by Gary Hamel and C.K. Prahalad.